London - Britain said yesterday it was calling in entrepreneur Sir Richard Branson to advise on how its hard-pressed hospitals can be made "consumer friendly".
"When people get into hospital they want to know that the basics are right - that the wards are clean, the food is good, the care is there," the Health Secretary, Mr Alan Milburn, said. "That is why I have now asked Sir Richard Branson's award-winning Virgin Group to advise us on how hospitals can be made consumer friendly," Mr Milburn wrote in the Sunday Times.