Reputation Management Online

A hospital in Italy has been left reeling as two of it’s top doctors broke out in a fight whilst attending to a woman in labour.

Sicilian residents must be left wondering who they can trust after gynaecologist Antonio De Vivo and duty obstetrician Vincenzo Benedetto broke out into a fight after arguing over the need for a caesarean as Laura Salpietro went into labour last week. It’s reported that De Vivo, having had his collar grabbed, put his first through a glass window in the heat of what was an extremely unprofessional punchup.

Mother Laura Salpietro and newborn son Antonio have both been left in intensive care after their horrible ordeal with the Italian hospital. The incident has sparked four separate investigations, from the hospital authorities, a local prosecutor, the regional health authority and the ministry of health in Rome. Meanwhile, the gynaecologist De Vivo said simply “I merely say that in this matter I am the wronged party and I was attacked.” I think it’s fair to say that there are two clear victims in all of this, and the doctor ranks as neither.

Italy has one of the lowest maternal mortality rates in the world, but incidents like this aren’t about to help this hospital’s reputation at all. News of such barbarity is likely to cast a shadow of doubt over the sanctity of Sicilian healthcare, despite the two doctors both being suspended last Thursday. People come to hospitals mostly at times of intense vulnerability, and we like to feel assured that we’re placing ourselves in good hands. Women especially feel most vulnerable during childbirth, and the actions of these doctors wont be putting any minds at ease any time soon.

The reputation of hospitals are their life blood. They need people to be able to put their trust in them, and to come to them with their ailments. Should the bond of trust be broken, and the faith destroyed, then patients will think twice before using their facilities.

Like the doctors in question, judgement is currently suspended on Policlinico Hospital’s reputation. For an establishment that bases it’s entire business on life and death decisions, is there any room for uncertainty?