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On Dr. Anu Adepoju and Her Unjustifiable Risk-Taking Clients

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Dr. Anuoluwapo Adepoju, popularly known as Dr. Anu, Dr. Anu Fella or Sisi Anu, the founder of Med Contour Cosmetic Surgery Clinic, Lekki Lagos, was arrested on Wednesday, 1st July, 2020. Her arrest was announced by the Federal Competition and Consumer Protection Commission (FCCPC) on Friday 3rd July, 2020. Dr. Anu was arrested for failing to comply with the FCCPC requirements in an ongoing investigation into some allegations that accused her of practicing cosmetic surgery without proper certification. She was alleged to have failed to provide all the necessary information that would aid the investigation. FCCPC stated that it is suspicious that Dr. Anu carries out illegal activities in her clinic. As it is now, FCCPC has sealed up Med Contour Clinic until further notice.

Dr. Anu is an “uncertified” cosmetic surgeon that owns and runs Med Contour Cosmetic Clinic. She and her services have been social media controversial topics for some time now. The first time I heard about her was sometime in 2019, when one of her patients, Late Nneka Onwuzuligbo, an ex-beauty queen, died from complications that resulted from the liposuction that Dr. Anu performed on her at Med Contour Clinic. Rumour had it then that Dr. Anu fled the country to avoid arrests. It was said that the relatives of Nneka reported her to FCCPC and the commission summoned her to provide documents that certify her to perform cosmetic surgery in the country.

The second time I heard about Dr. Anu was in April this year, when a social media user, with the Instagram handle, Omohtee, cried out about the severe pain she was passing through after undergoing hip reduction surgery in Med Contour. Medical practitioners on social media used that period to educate Nigerians on the dangers of botched cosmetic surgeries, which are common consequences of undergoing plastic surgeries in the hands of quacks. It then turned out that Dr. Anu is not a cosmetic surgeon. She is just a general practitioner, who was said to have graduated from UNILAG/LUTH in 2016/2017. Some quarters even claimed that she opened the clinic while still undergoing her one year internship. These may be termed as hearsay, but the fact remains that Dr. Anu is not a qualified cosmetic surgeon.

The question on our lips should then be, why do Nigerians still patronise her? Or more generally, why do Nigerians patronise quack doctors?

You may be surprised to find out that many Nigerians will still patronise Med Contour Clinic if FCCPC reopens it today. Not only will they patronise the clinic, they will still insist that Dr. Anu performs the surgery on them. Sometimes, it is proper to say that “Nigerians no dey hear word”.

Let’s leave Dr. Anu’s matter for now and ask ourselves why Nigerians patronise quacks.

The reasons why Nigerians patronise quacks, even when they know that they’re quacks, are too numerous to be mentioned. Someone once told me he doesn’t have money for hospitals but I told him that we have General Hospitals and functional Primary Health Centres, where he can pay close to nothing to see qualified doctors. Another person told me that some quacks have the gift of healing and that once you tell them your problem, whatever drugs they recommended for you are sure to work. Of course we also have those that are ignorant and call an ordinary chemist attendant “doctor” and take prescriptions from him. Like I said, the reasons are too many to be mentioned in this piece.

But none of those reasons can hold water in the case of Dr. Anu and her clients. People that don’t have the financial capabilities do not go for cosmetic surgeries. So the case of low income is ruled out. So why do Nigerians still risk patronising Dr. Anu despite knowing that she isn’t qualified to handle such an operation?

A cosmetic surgeon must be a specialist, who passed through several years of training under the supervision of another specialist before he or she is certified. Entrusting your life into the hands of a young lady that just obtained her MBBS, to perform such an operation is a risk that has no justification. Hopefully, Med Contour Clinic will be under lock until Dr. Anu is ready to employ or partner with a specialist that will handle cosmetic surgeries in the clinic. Other than that, more sad news will continue to emanate from her clinic.

Stop hunting, Start farming 

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Stop hunting, Start farming 

 Your advertisement either sells or sucks 

Pick me, pick me. 

This is a tagline for an old popular infomercial by chivita where the orange fruits were screaming at the plucker for a chance to be harvested! 

I guess the orange fruits didn’t know they were about to be killed for human consumption. 

Chivita was making a great impression on the viewers, they showed you a field, and how the very best of the fruits were plucked and hereby processed to the fruit juice you bought. 

This was a well thought out commercial. 

Did you see this advert on TV when you were a bit younger? let me know in the comment section. 

If you’re wondering how this affects your business, you’re about to find out. Stay glued. 

Every Advertisement does two things to your prospect: Hunt or Farm

Let me explain what I mean by hunting and farming

  1. Hunting: This is when an advertisement is going for the kill from the onset. 

Just like our forefathers usually do when they go to the forest, taking an animal back to the tribe was the goal they didn’t care who reared the animal they killed. 

We couldn’t blame them anyway, they had to survive. 

How would you feel, if you had a sales agent come to you without greeting or an introduction and says ‘Buy this white shirt now’… Sounds ridiculous right? 

Well, that’s exactly how your advertisement may be sounding when a reader is going through it. 

I’m sure you can already think of 1 or 2 advertisements that sound exactly like this. They come across as too salesy, they’re just here to make a profit, nothing more, nothing less. 

Hunting passes a message of desperation to your prospects, which makes them more likely to underprice your product and subsequently devalue your product. 

After all, you shouldn’t push your product on them if it really has value. 

  1. Farming: Allow me to brief you on how plants are cultivated on a farm. Corn is an example in this instance. 

The soil is tilled, the seed is buried underground, the soil is regularly watered and weeds are taken away from the surrounding of the maize until it grows big enough to be harvested usually 3 to 4 months. 

Now I agree with you, you may not have this amount of time on your hand to persuade a prospect, but there is an equally good strategy for you to use in an advertisement to cultivate your reader.  

It is called the AIDA formula

A – Your advert must ATTRACT prospect

I – your advert must INTEREST prospect 

D- your advert must create a DESIRE In your prospect 

A- your advert must cause the prospect to take ACTION 

This formula helps you get your desired response from your readers, this formula works whether it is used in articles, podcasts, video, etc. 

Our Attention span is evolving by the day, you have a few seconds to grab your audience’s attention and get them to take your desired action. 

When used creatively, the AIDA formula will help you grab your audience’s attention and help you convert them to clients with ease. 

The Mobilization of Nigeria – Mobile Payment Growth Plot

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Naira

The mobilization of a nation. People are investing on checkout pages with links to make payment. Yes, great websites! But here is the deal: Nigeria is going mobile when it comes to money. Interestingly, despite the setback OPay recently suffered, its remaining payment business is a potent enterprise in Nigeria.

Data source: NIBSS

 

OPay Other Businesses Fail

Tekedia LIVE for Tekedia Mini-MBA Scheduled Monday 11am Lagos Time

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Good People,

Our team has posted today’s Tekedia LIVE for Tekedia Mini-MBA community; go to Week 2 board to watch. To avoid what happened today, we are expanding capacity to about 1,000 people. Your frustrations are well justified and I have asked the support to fix this. To compensate for that, we have scheduled a Live session on Monday at 11am Lagos time. Visit Week 2 board for the link. That session will also be recorded.

Meanwhile, note that we do not send emails to remind members that contents are live.  We had noted that every week, new contents go live at 12 noon every Monday, Lagos time. Do not expect any email as we try not to distract your daily activities. This is where to begin weekly: https://www.tekedia.com/dboard2/

Tekedia Mini-MBA continues to welcome new members; register here.

Thank you.

Ndubuisi Ekekwe

Lead Faculty, Tekedia Institute

Blockchain in Tekedia Mini-MBA

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He is a blockchain expert and drives software development in one of the largest blockchain-powered companies in Canada. He has worked in Microsoft, IBM, Royal Bank of Canada, and founded companies. He co-invented a novel way of using Blockchain for big data access control and filed US and Canadian patents.  

Uchi Nick Uchibeke will anchor a session on Blockchain during the Tekedia Mini-MBA. Uchi will help us understand the business mechanics of blockchain, and growing, scaling and profiting from it. Indeed, using blockchain and machine learning to build solutions in the Security, Health-tech, FinTech, etc domains.

He will offer flash cases, break the chain, and tear the block, in “blockchain”.

Tekedia Academic Programs