March 31, 2020
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Supersized Diagnostics

Dr Lal Pathlabs, known to be a reputed diagnostic chain has opened its laboratories to the marketing monster. Yesterday, as I queued up for a battery of tests as part of my annual health checkup, the receptionist gave me an offer to super size my prescription. He advised that I opt for Premium Body Screening Package, which would bring down the cost of tests my doctor had written down and they would throw in a thyroid test free! I was handed over a brochure that spelt out numerous discounted packages with a red blurb announcing Upto 40 per cent off, offer valild till… with a comprehensive list of what’s on offer. I said yes to the extra thyroid test immediately.

Though the guy on the brochure, speeding away with a yellow helmet on a yellow motorbike who can be called home for free sample collection would remind you of the Pizza hut delivery boy (he is his relevant counterpart in any case), I fully endorse medical marketing. Nothing like a big fat discount to brave the big bad needle that sucks back blood and brings back results that can change our life or in a majority of cases, insure it. In the mythology called consumerism, this is my favourite discount this season.

For reasons completely paradoxical, I was reminded of Super Size Me, Morgan Spurlock’s 2004 documentary. Spurlock who directed and starred in it, ate at MacDonald’s restaurants for an entire month, three times a day, eating every item on the menu. Every time he was given an offer to super size his meal he would do so. He wanted to expose the corporate influence of the fast food industry and how it actually encouraged –by supersizing—poor nutrition for its own benefit. The then 32 year old director, put on 11 kgs, added 13 per cent of Body Mass Index, his cholesterol levels reached 230 (30 points higher than the safe limit) and there was fat accumulation in his liver! He also experienced mood swings and it took him 14 months to shake that weight off.

But supersizing diagnostics by discounting tests is a reverse and extremely useful aspect of the same marketing idea. It will help detect the cholesterol we may not suspect, the sugar that may be lurking around without throwing a sweet fit or who knows something really serious.

Try it. You will live to not regret it.

Supersized Diagnostics
outlookindia.com
1970-01-01T05:30:00+0530

Dr Lal Pathlabs, known to be a reputed diagnostic chain has opened its laboratories to the marketing monster. Yesterday, as I queued up for a battery of tests as part of my annual health checkup, the receptionist gave me an offer to super size my prescription. He advised that I opt for Premium Body Screening Package, which would bring down the cost of tests my doctor had written down and they would throw in a thyroid test free! I was handed over a brochure that spelt out numerous discounted packages with a red blurb announcing Upto 40 per cent off, offer valild till… with a comprehensive list of what’s on offer. I said yes to the extra thyroid test immediately.

Though the guy on the brochure, speeding away with a yellow helmet on a yellow motorbike who can be called home for free sample collection would remind you of the Pizza hut delivery boy (he is his relevant counterpart in any case), I fully endorse medical marketing. Nothing like a big fat discount to brave the big bad needle that sucks back blood and brings back results that can change our life or in a majority of cases, insure it. In the mythology called consumerism, this is my favourite discount this season.

For reasons completely paradoxical, I was reminded of Super Size Me, Morgan Spurlock’s 2004 documentary. Spurlock who directed and starred in it, ate at MacDonald’s restaurants for an entire month, three times a day, eating every item on the menu. Every time he was given an offer to super size his meal he would do so. He wanted to expose the corporate influence of the fast food industry and how it actually encouraged –by supersizing—poor nutrition for its own benefit. The then 32 year old director, put on 11 kgs, added 13 per cent of Body Mass Index, his cholesterol levels reached 230 (30 points higher than the safe limit) and there was fat accumulation in his liver! He also experienced mood swings and it took him 14 months to shake that weight off.

But supersizing diagnostics by discounting tests is a reverse and extremely useful aspect of the same marketing idea. It will help detect the cholesterol we may not suspect, the sugar that may be lurking around without throwing a sweet fit or who knows something really serious.

Try it. You will live to not regret it.

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