The hospital petri dish: It’s never been just about Ebola

Ebola has gripped the headlines and increased Americans’ stress levels to the point where little else is being discussed. To be clear, at least 4,500 people in West Africa have died from the disease. And, the texas presbyterianCenters for Disease Control & Prevention (CDC) is being blamed at virtually every stage of this event by those who claim it should have had procedures in place to prevent spread of infection. Add to this that most healthcare professionals say the chance of Ebola spreading around this country is little to none, and you can understand the public confusion.

On Friday, President Obama appointed Ron Klain as the Ebola Czar, but, as always, there’s a growing number of elected officials in search of whom to blame. In a recent cable news interview, two U.S. House Representatives offered their takes on the governmental response to Ebola:

“Either the CDC directives haven’t been clear enough or the hospital wasn’t interpreting them correctly,” said Rep. Diana DeGette (D-CO). “Ebola is not like flu. But we need to have clearer guidelines for people who have come into close contact with people infected.”

US-CDC-LogoTennessee Republican Representative Marsha Blackburn appeared at odds with her party’s platform, suggesting the government take more control.

“There is great confusion coming from the CDC and lack of coordination in waste disposal,” she said. “The CDC needs to be more aggressive in this regard and tell hospitals what to do.”

But, this looks impossible. A recent TIME article noted the lack of mandate from the CDC in forcing hospitals to adopt procedures. It may take a constitutional amendment. Apparently, the CDC can only take control from local authorities in two circumstances: those authorities extend an invitation or there’s a total breakdown of law and order as outlined under the Insurrection Act.

So, to blame the CDC is perhaps like blaming the toilet when your 4-year old son misses his target. The Ebola situation is less about this disease and more about systemic issues endemic within the hospital network.

During the tragic death of Eric Duncan at the Texas Health Presbyterian Dallas Hospital, CDC officials acknowledged there was little-to-nothing in place to deal with the patient.

“[The administrator] said the hospital originally had no full-body biohazard suits equipped with respirators but now has about a dozen. Protocols evolved at the hospital while Duncan was being treated,” CDC epidemiologist Pierre Rollin told the Washington Post.

Even the nurses who fight the spread of Ebola at their hospital’s ground zero are caught up in this blame game. At one point, the CDC blamed (and has since apologized to) one nurse at Texas Health Presbyterian texas nursesDallas Hospital. The Texas Nurses’ Association fought back, blaming the hospital for not providing adequate protective gear or training.

About 1 in 25 patients get an infection while being treated at a U.S. hospital, amounting to roughly 700,000 hospital-acquired infections annually, according to the CDC. Although most don’t rise to the level of Ebola, that’s a figure that should not only raise eyebrows, but should also be unacceptable.

But American healthcare isn’t without examples for infection disease control protocols. The School of Public Health and Tropical Medicine at Tulane University in New Orleans partnered with the World Health Organization’s Global Outbreak Alert and Response Network (GOARN). So, too, is the North Carolina Hospital Association which is working to distribute additional guidelines to its member hospitals.

Meanwhile, Ebola Czar has his work cut out for him. He has a fine pedigree in management and business organization, but he’s not a physician. He has no training in infectious diseases. His appointment may very well be emblematic of the systemic failures of the U.S. healthcare system – or at least the beginning of another failure.

Ultimately, this situation may not just be about Ebola. Research reveals little, if any, information on standardized protocols for in-hospital protection against infectious diseases. While there are plenty of hospitals that do have system-wide directives, there may be an equal or greater number that don’t.

Terrorism brand management: What’s in a name?

UPDATE: In the wake of terror attacks in Paris, Beirut and elsewhere, the world is struggling over not only how to defeat ISIS, but to identify a rallying point around which the world can gather against this existential threat that appears ubiquitous, but invisible. Today there is a reurgence of the term “Daesh,” or Da’ish, from Muslim scholars who say what the group is doing has nothing to do with writings of Islam. In fact, the term is a grave insult when used in a particular way.

isis leader watch
Terror chief al-Baghdadi reportedly sporting a $6,000 watch.

As the world watches ISIS’s attempts to carry out its mission to rid the global community of the Infidel, it just may be helping. Or is it ISIL, or Islamic State, or QSIS? What’s in a name, really? Frankly, a great deal.

ISIS’s identity has appeared to randomly shift. But it is something U.S. Secretary of Defense Chuck Hagel recently referred to as “a bigger threat than 9/11.”

But he was partially wrong. He got the name wrong, that is.

Let’s call the misnomer the beginning of our accidental brand management.

we are all isisISIS — “Islamic State of Iraq and Syria” — implies two states with a clear mission to convert governmental structures into theocracies. That name came from the group itself.

ISIS is called Da ‘ish or Dar al-Ifta by Arabic media (Note: at the time of this original post, it was not clear if there was an ironic use of this term by media in this region.)

However, the United Nations refers to the group as ISIL, or the “Islamic State of Iraq and Levant.”

Levant? Levant is, by historical definition, the Eastern Mediterranean and encompasses a broader swath of area, including modern-day Israel, Jordan, Lebanon, and Egypt.

U.N. Secretary-General Ban Ki-moon
U.N. Secretary-General Ban Ki-moon

“The U.N. and the U.S. State Department have now started using the term ISIL to refer to the jihadists because of the group’s broader mission to extend their reach into a wider area,” said Associated Press editor Tom Kent. “Using ‘Iraq and Syria’ gives the incorrect impression that the group’s aspirations are limited to these two present-day countries.”

As of Aug. 27, a new brand has emerged. QSIS: “al-Qaeda Separatists in Iraq and Syria.” And that name comes from a group in Egypt. What happened to Levant? Leaders in some Middle Eastern states are urging media to adopt the new name in an attempt to prevent Islam from being broadly associated with extremism.

Ibrahim Negm , advisor to Egypt’s chief religious leader, Grand Mufti Shawqi Allam said the extremists have an incorrect understanding of Jihad.

“The initiative by Dar al-Ifta came to express the institution’s rejection of many stereotypes that attach the name of Islam to bloody and violent acts committed by such groups,” he said to Al Arabiya News

So, what will the final name of this group be? The ultimate problem is less about that and more about the narrative swirling around the reasons why. This is where it becomes a true marketing conundrum particularly from a cultural perspective.

The narrative began online among the influencers, the media, and the mob.


What is a brand? A brand transcends the letters in the word itself, despite itself. Coke, Nike, Apple, or the “The Red Bear” or “Dear Leader.”


It is here in the vagaries of the Internet where, at the outer limits of the web, influencers engage the casual web surfer and greet the mob. And it is also here where brand relationships are made.

courtesy: The Daily Beast
courtesy: The Daily Beast

A marketer’s job is to craft a brand that evokes a personal response — a call to action, general buy-in, or empathy. Most importantly, marketers want you to feel a personal relationship with whatever they’re promoting.

Now, government, religious groups, and media are arguing over not only what the group stands for, but also over the nature of the relationship the group has to their own stakeholders.

It is also an editor’s job to make sure the stories they publish are relevant to their readers or viewers.


Again, this is a conundrum for all. And it has become even more so, considering a new study from Pew Research that shows people are less likely to share their views online if they don’t believe others will agree with their stand on a particular issue. As a result, they surround themselves with like-minded individuals with similar political or social bents. In the case of this group’s branding, perhaps the fact these narratives are continuing in separate vacuums is actually promoting confusion. And perhaps more armed conflict.

President Obama with Iraqi Prime Minister, Nouri-al-Maliki in 2014
Mr. Obama with Iraqi Prime Minister Nouri-al-Maliki in 2014

So, this is where we are: we brand an enemy according to how it may impact our way of life. So, we (the media, the government, the mob) begin a narrative on the whys, but ignore how the enemy affects others. And without listening to others, that narrative crescendos into a din and even accelerates up into a financial storm.

Reports are that this terrorist group has amassed more than $2 billion in financial assets. With that kind of funding, coupled with the help of web inhabitants and some cross-cultural (and silo-ed) branding, fever for a bigger and broader military-industrial complex might be a cinch. Unfortunately.