Delivering Joy, Creating Experiences: Making Motherhood Special!

Motherhood is the greatest gift of all, but the journey—prior to, during and after birth—isn’t. Ask any mother or mom-to-be, and they will share anxieties and worries that pregnancy brings into their lives along with the happiness of bringing a new life in the world. The biggest complaint modern-day pregnant women have is that they have nobody to discuss their apprehensions and concerns, and seek guidance from except for their mother and mother-in-laws.

The Birthplace, a boutique maternity hospital in Hyderabad (Andhra Pradesh), is trying to break the convention and make pregnancy a warm, personalised and unforgettable experience for every woman—in a really unique way. This startup hospital with just 25 delivery rooms doesn’t rely on the high-end technological devices, highly-qualified doctors, or the luxury rooms to take care of its patients. In fact, it is making significant investments in the human side of things—in the understanding of needs and emotions, in the thoughtful little details, in the insightful little conveniences that expecting moms crave for.
In 2012, they launched a Facebook page to interact with the expecting women and started sharing advices on topics like nutrition, postpartum complications and other pregnancy-related topics. Over the years, it ended up building a strong and powerful community of pregnant women, where they come and share their experiences, raise their concerns and anxieties, and get 24x7 mentoring support of medical practitioners and experts —freely, in an informal way.
The FB page initiative also brought in some serious business for the firm. Today, 60% new customers, 35% of the company's revenue and 20% of first-time physician bookings come from Facebook. In Chief Strategist, Ratan Jalan’s (The Birthplace) words, “Facebook proved to be the ideal tool for helping us reach affluent moms-to-be in India. It’s now responsible for the majority of registrations for our offline events and a large amount of our revenue”.
By combining human ingenuity and technology, The Birthplace definitely has carved a niche and won the hearts of its target audience, but is this really enough? Certainly not for women from rural India, who are still deprived of proper medical care, forget the love and care they actually need during pregnancy. Is someone listening?
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