With the best of intentions, a hospital in Northwest England posted a notice recently that “patient sandwiches” had become available. Shortly thereafter, a clever Tweeter declared, “I always wondered what they did with the left over body parts after surgery.”
Hardly surprisingly, the tweet went viral.
The Bolton News, under a headline reading ‘hospital food goes from bad to worse with ‘Patient Sandwiches’ now being served’, said the notice announcing the new food offering “suggests that patients should have major concerns about what is in hospital food. After all, hospital grub already had a bad reputation before the tweet revealed that ‘Patient Sandwiches’ are now being served.”
The tongue in cheek tweet, written by a patient at a Wrightington, Wigan and Leigh NHS Foundation Trust hospital has had around 800 likes and been retweeted more than 380 times.
All else aside, this incident stresses the fact that what one says may, at times, be only somewhat as important as how they say it.
I’m reminded of the old advertising exec’s advice to the man opening a retail fish store. He’d prepared a sign saying “Fresh Fish Today.” The ad exec said it was too wordy. “Does anyone,” he asked, “want to buy fish that aren’t fresh? Eliminate that word. And,” the exec added, “isn’t it fair to say that a potential customer walking into your shop has every reason to expect the fish you are selling today are fresh? Eliminate the word ‘today’.” In the end, the sign read simply “Fish.”
Similarly, the hospital’s announcement of an addition to its menu for patients – not a new addition, as there’s no such thing as an ‘old’ addition – kind of overshot its mark when it said ‘patient sandwiches,’ as patients were, in fact, clearly the intended beneficiaries of this menu adjustment. Would it not, therefore, been enough to note that ‘sandwiches’ had been added to the menu? (Not the menu choices, as a menu is, by definition, a list of things one can choose amongst or between – depending whether its an English menu or an American one!)