Somewhere between the clinic queues and the cashier’s counters, many Ilonggos silently endure something that should never be part of medical care: indignity.
We don’t always speak of it. In Iloilo, we pride ourselves on being gracious, patient, and respectful. But for far too long, patients and their families have been treated as afterthoughts in systems that should be built around them.
The Friday the 13th Incident
I speak not from hearsay but from lived experience. Just last Friday the 13th, after accompanying my father for a two-hour neurological test in a well-known hospital along General Luna Street, we were instructed to proceed to the doctor’s clinic at exactly 2:30 PM. We arrived on time.
I approached the secretary to check in. She was in a rush. She waved us off and said—“Wala pa di si doc. Wala pa man kapanaog ang taga neuro. Didto kamo sa waiting area.” With the flick of her hand and a door slammed in our faces, we were dismissed.
We were not there to beg. We had paid thousands of pesos in tests and professional fees. We complied. We followed instructions. And yet, we were treated like an inconvenience.
Beyond the Clinic: A Pattern of Disrespect
Sadly, this isn’t an isolated case.
From clipped frontliners to confusing billing processes, I’ve seen too many Ilonggos made to feel as if they don’t belong in the very places meant to care for them. When my mother was confined in the same hospital just last month, I settled our balance daily, only to be repeatedly asked to add more because the hospital’s ₱30,000 credit window couldn’t cover her running expenses. When I requested an increase, I was told to go to the Credit & Collection Department—which was closed on weekends.
The result? An overpayment I had to practically wrestle back—by standing my ground at the cashier’s desk until it was returned in cash.
And yet, we smile. We say thank you. We adjust. Because we’ve been taught to. But there is a cost to this silence.
Systems, Not Individuals, Are to Blame
Let me be clear: this is not about demonizing hospital staff. I have deep respect for our healthcare workers. Many are doing their best under immense pressure. But when disrespect becomes routine—when a patient is treated as a nuisance, and when the system itself makes illness even more punishing—then the responsibility falls squarely on leadership.
A truly patient-centered system doesn’t just rely on well-meaning doctors. It is designed—with intention and compassion—from the ground up. This includes frontliners, secretaries, finance personnel, and yes, administrators.
In fact, I reached out to this hospital’s administration in 2021, offering a free session on patient experience and systems design. Some improvements followed. But clearly, much more needs to be done.
From ISO to Insight: What Real Reform Requires
I now hear they are applying for ISO certification. I sincerely hope the evaluators don’t just check documents. I hope they follow the actual journey of a patient—from entrance to exit. Because no amount of well-written mission statements or air-conditioned lounges can mask the quiet humiliations experienced daily in our healthcare system.
ISO is not the goal. Dignity is. Systems thinking, design thinking, and a genuine commitment to patient experience—these are what today’s institutions must build on if they want to be worthy of trust.
The Business of Compassion
Hospitals are not just buildings with doctors. They are sacred spaces of healing. And healing must come with humanity.
To every medical institution in Iloilo: your patients are not interruptions. They are not burdens. They are human beings who deserve clarity, respect, and dignity.
Compassion is not a bonus. It is your job.
It’s time we all expected better.
And it’s time our hospitals remembered why they exist.
Ken Lerona is a business consultant with over 20 years of marketing and branding experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.
