Summary: A maternity hospital as the word defines is a place that provides care for women during pregnancy, childbirth and for newborn infants. Maternity hospitals are usually run and managed by gynecologists. For long most gynecologists have never focused on branding and communications, even though they depend on word of mouth marketing, still they knowingly or unknowingly don’t improve on branding.
A lady mostly consults when she first takes pregnancy urine test and it shows a positive result. The lady usually meets her gynecologist after a period of 30 days or less depending on the pregnancy. These nine months can be an important branding exercise for a brand manager of a pharma company or companies marketing products for children between one to two years.
Let’s analyze how a brand manager can translate this opportunity.
Number of visits of expecting women 12 nos at least in nine months and waiting time minimum 15 min, which a/c’s to 180 minutes of focused viewer ship for any brand. Most often the lady is accompanied by her husband or a relative, so double the viewer ship.
- During the waiting period, pharma companies can distribute reading material, with co-branding
- A TV screen can be displayed in the waiting room, and visual education material can be shown, like yoga exercises during pregnancy, diet to be followed, interview of the gynecologist, etc
Maternity hospitals are usually branded on the lines of hospital, but most fail to understand that the lady is not suffering from any diseases, it’s just a new phase in their life, her transformation to motherhood. So the hospital set – up should change. The lady should feel at home, decorate it as a place where she is feels more at home
- Give or suggest books to read, because there are many things she doesn’t know. The pharma companies are targeting, would be mothers, should publish informative books for these ladies.
- Suggest some instrumental music she should hear which will help in the development of the fetus. There are studies which indicate that the child can be taught when it is still a fetus.
The first consultation is first impression; give her accessories with the maternity home branding e.g. “Admit me to Ankur hospital in case of emergency”. This will be a good branding initiative for the maternity home. The accessories can be t-shirts, teddy bears, etc.
Conduct pregnancy classes for would be mothers as they are going through lot of changes like psychological, hormonal, diet, etc. These classes can address their queries and also teach them yoga and exercises, which are very important. Though we will find maternity hospitals in each and every corner, but hardly any gynecologist is interested to run such classes.
Post delivery have the room decorated with balloons, this will create a moment of joy, so she will forget the pain of delivery. Also a lot of relatives visit the family after delivery, have a small flower boutique next to the hospital as they can buy flowers for the lady. Post delivery the clothes of mother and child, should be branded on the lines of the maternity home colours and logo. This will have a good brand recall. These are some of the branding exercises which can be undertaken by a maternity home, one example which I can think of is about Cradle in Bangalore.