White Coat, Black Art

Canadian hospitals are increasingly relying on donor dollars to make up for government funding cuts. And from Ryan Reynolds’ lol-worthy “bratty kids” campaign for SickKids to UHN’s “number-two hospital in the world” humblebrag, they’re becoming ever more creative and canny about the art of the pitch. So who better to help us survey this hospital branding landscape than legendary ad man and host of CBC’s Under the Influence, Terry O’Reilly? This episode is the second of a two-part series on hospital ads. Check out the first one in our feed.

Healthcare institutions rarely brag, but Toronto’s University Health Network is proudly advertising itself as the world’s #2 hospital and “Canada’s Hospital.” It reflects a broader push as hospitals increasingly rely on donor funding for staff, equipment, and infrastructure.

Canadians in some provinces can wait years for a new hip or knee. In Germany, it can take just weeks. Transplanted Canadian Elizabeth Sandomeer had each of her knees replaced in under three months. Orthopedic surgeon Dr. Sebastian Braun says there are many reasons why Germany can get those surgeries done faster. One of the biggest drivers is the competition between hospitals for funding, something that Braun says is lacking in Canada's health-care system.

It may seem counterintuitive, but hospital ERs can be risky for elderly patients, as the chaotic environment can quickly lead to delirium and decline. An innovative geriatric multidisciplinary ER team at St. Mary's Hospital in Montreal is getting elderly patients discharged safely and quickly, preventing harm and reducing hospital admissions.

“Pistol” Pete Pearson took ‘magic mushrooms’ illegally to ease his end-of-life distress, and is angry that Health Canada denied him access through the Special Access Program. Meanwhile, UHN psychiatrist and leading psilocybin researcher Dr. Joshua Rosenblat suggests its efficacy may stem from enhanced neuroplasticity—and it might be available by prescription sooner than later.