Foreign Body by Robin Cook Page B

issues, Raymond Housman had invited Cal to a secret meeting in his office. He'd explained the medical tourism issue and the need to somehow turn it around.
    He'd then offered Cal an unparalleled opportunity. He said SuperiorCare was looking to lavishly fund through a secretive bank in Lugano, Switzerland, a company with the express purpose of seriously diminishing demand for patients to go to India for surgery, if he would agree to form it. Raymond was very clear that SuperiorCare Hospital Corporation wanted no ostensible connection with such a company and would strenuously deny there was a connection if asked, nor did they want to know how the company accomplished its goal. What Raymond didn't say but what Cal definitely heard was that his termination at SuperiorCare Hospital Corporation was temporary and that his success in the current venture would be a cause for him to be welcomed back into the corporate fold with open arms at an extremely high level, essentially leapfrogging the corporate ladder.
    Despite having no idea how he was going to engineer the new company's objective, Cal had accepted immediately with the proviso that Petra Danderoff, then his co-director of the public relations department, would be included in the deal. At first Housman had balked with no one to run SuperiorCare's PR, but after being reminded of the seriousness of the medical tourism problem, he relented.
    Two weeks later, Cal and Petra were back in Cal's hometown of Los Angeles, brainstorming their company-to-be's modus operandi. To help, each had hired a gifted friend: Cal had chosen Durell Williams, an African-American whom he had befriended at UCLA and who had gone on to specialize in computer security; and Petra had asked Santana Ramos, a Ph.D. in psychology who had joined CNN after she'd worked in private practice for a half-dozen years.
    Most important, all four people were equally competitive, equally dismissive of ethics as a limiting weakness, and equally convinced that their current challenge of curtailing medical tourism for a Fortune 500 company was an opportunity of a lifetime, and each vowed that they would do whatever it took to denigrate medical tourism. Quite expeditiously, the group had settled on a company plan of promoting patients' fears as the best way to lower demand. Until patients were subjected to propaganda to the contrary, everyone facing surgery had strong reflex reservations about going to India or another developing country for an easily understandable complex of reasons. First was the concern of the country's general lack of cleanliness, raising the specter of wound infection and catching any one of a number of dreaded infectious diseases. Next there was an obvious question of the skill of the surgeons and the other personnel, including nurses. In addition, there was the question of the quality of the hospitals and whether the necessary high-tech equipment was available. And finally there was the question of whether the operations that were performed were generally successful.
    When the group looked into the propaganda the India Tourist Office was actively putting out, they discovered the office was clearly addressing these specific issues.
    Consequently, it was decided that Cal's new company would create ad campaigns to do the opposite and take advantage of people's fears. Everyone was certain this plan would be successful, since ad campaigns are always easier when the goal is the support of people's existing beliefs and prejudices.
    Unfortunately, no sooner had they settled on a strategy and begun trading ideas when they ran into a serious problem. They had realized that with India spending serious money and effort promoting their medical tourism, the Indian government would surely investigate if someone started doing the opposite, and an investigation of any sort would invariably cause significant problems if ad campaign claims could not be substantiated.
    What had been quickly recognized was that real data