Thursday, November 25, 2010

What's wrong with the copy?

for a multi-specialty hospital
at Bhilwara, Rajasthan
Compensation: Best in the industry
The applicant should be 
good at communication -
polite and well-spoken -
and possess a spirit to serve.

What's wrong with the copy?

I suggested this copy when we were discussing releasing an ad for a vacancy. The immediate response was doctors won't respond. What's the need to write polite and well-spoken...

It's rather strange actually. All these things are assumed to be present in a 'doctor'. The facts, as I've observed so far, do not corroborate. Doctors don't have natural ability to communicate, forget being polite and well-spoken. Doctors didn't choose the profession to serve the people. They chose to become doctors to make some money, like it happens in most popular career options.

But then in a market like this, we haven't done enough to choose. We haven't done enough to attract the ones who want to serve.