MARKETING MANAGEMENT IN PREMIUM MATERNITY

HOSPITALS

A PROJECT REPORT
Under the guidance Of
MR. KYA KUMAR
______________________________
Submitted by ABCD
Registration No. 1311078
______________________________
in partial fulfillment o f the requirement
for the award of the degree
Of
MBA
IN
MARKETING

September, 2015

ACKNOWLEDGEMENT
It is with real pleasure, that I record my indebtedness to my Guide,
Lecturer, Mr. Kar for his counsel and guidance during the preparation of
this project.
I am grateful to Mr. Nh and to all my faculty members of Sikkimal
University at t Learning Centr.

Place: Hy
Date: 31st October 2015

ABCD
REG. No.

DECLARATION
I hereby declare that the project report entitled MARKETING
MANAGEMENT

IN

PREMIUM

MATERNITY

HOSPITALS,

submitted in partial fulfillment of the requirement for the

degree

Master

of

Business

Administration

to

Sik

University, India is my original work and not Submitted for

the award of any other Degree, Diploma fellowship or any
other similar title or prizes.

ABCD
Date: 31st October 2015

REG. No

Bonafide Certificate
BONAFIDE CERTIFICATE
Certified that this project report titled MARKETING MANAGEMENT
IN PREMIUM MATERNITY HOSPITALS is the bonafide work of
ABCD who carried out the project work under my supervision.
SIGNATURE

HEAD OF THE DEPARTMENT

SIGNATURE

FACULTY INCHARGE

ABSTRACT

ABSTRACT
Marketing for Premium Maternity Hospitals mainly revolves around the
belief for the fact that giving birth to a child is a defining moment in a
womans life, to be celebrated with friends and family and cherished
forever. Having a baby should mean more than safely delivering a
baby. It is about the wellbeing of the mother and the child over a longer
time frame during pregnancy and well after delivery.
The pregnant women would greatly appreciate a service that provides:
High end clinical care in a facility focused on
obstetrics
An integrated approach to pregnancy focused on
clinical care and wellness
Marketing objective is to attract and reach out to the expecting families to
create the right experience out of the child birth event for the mother and
her family through well equipped facility and skilled staffed similarly
as a large hospital and hence, safe delivery would be a given, it is the
value of the overall experience (clinical and non clinical) differentiates
them. Pregnancy has many more needs to be addressed like the mothers
anxiety, the fact that she wishes for everything to suit her personal needs,
and also that the arrival of a baby is a social event - one that needs to be
celebrated.

Marketing for Premium Maternity Hospitals helps them to uniquely

position themselves in the scope of services that it provides. A singular
focus on Obstetrics enables them to increase the value they provide for

each delivery and command a higher price premium in contrast. Premium

Hospitals Market themselves in various possible ways, which come out as
breakthroughs.
The Marketing Management for Maternity Hospital shave taken a major
leap towards establishing International Standards and reaching out to
their specific target customers through Digital Marketing, Mass
Marketing, through Word of Mouth of their Super Happy Customers.

CONTENTS

Chapter I
Introduction
Chapter II
Objectives of the Study
Chapter- III
Research Methodology
Chapter- IV
Findings and Interpretation
Chapter- V
Conclusion
Chapter- VI
Limitation
Appendix
a. Bibliography
b. Questionnaire

CHAPTER I
INTRODUCTION

INTRODUCTION
The present study is an attempt to conduct a survey on Marketing
Management in Premium Maternity Hospitals in Hyderabad.
Expecting couples have their own choices and they believe in certain
brands /hospitals which would make their experience a memorable one.
Today the families have become Nuclear to a large extent and mostly
each family prefers to have only one or two children. This makes the
expecting couples make their choice with great care, which is obviously
bundled with lot of emotions.
Customers are more value conscious these days and to be ahead in the
race

amongst

competitors,

companies

have

to

constantly

and

continuously remain in touch with its customers and consistently try to

exceed the expectations of customers by launching new and modified
services.
The Brand play an important role in building the fortunes of a company
and once a customer is happy and satisfied with one particular brand they
are very likely to share their moment of truths with their friends, family
members and relatives which makes a positive image of the company and
build a larger customer base and thus sails the company through to the
top position in the Market.
Therefore, creating a brand and adopting a Brand-push strategy may be a
key success factor.

CHAPTER II
OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY

To enhance the knowledge about Premium Maternity
Hospitals and their Marketing Management
To find out reason behind popularity of Premium
Maternity Hospitals
To find out Various Marketing Management
Techniques adopted

CHAPTER III
RESEARCH METHODLOGY

RESEARCH METHODLOGY
Research in common parlance refers to knowledge. One can also define
Research as a scientific and systematic search for pertinent information
on a specific topic.
Research Methodology is concerned with the procedure followed to
accomplish the task.

METHOD FOR COLLECTION OF DATA

Secondary Data was collected with the Help of xyz employees, website,
head office, etc.
Primary Data: Questionnaire was used for Research study was selfdeveloped.
Data Collection from Service Providers and Customers
DATA PROCESSING
DATA ANALYSIS TO REACH CONCLUSION

RESEARCH PROCESS
RESEARCH DESIGN

DATA COLLECTION

PRIMARY DATA

SECONDARY DATA

DATA ANALYSIS & INTERPRETATION

RESEARCH REPORT

RESEARCH DESIGN
The First Stage of Marketing Research calls for developing most efficient
plan for getting need to know the cost of the research plan before
approving it. Design research approaches instrument and sampling plan.
DATA SOURCE
The research can gather Primary and Secondary Data both.
PRIMARY DATA
Primary Data gathered for specific purpose or for a specific research
project. It is very important to know that when the needed data are
inaccurate or unreliable the researcher will have to collect primary data.
Most Marketing Research project involves some Primary Data collection.
SECONDARY DATA
Secondary data are data that were collected for other prupose and already
exist somewhere.
Researcher usually starts their investigation by Secondary Data to see
whether their problem can be partly or wholly solved without collection
of costly Primary data.

In this Project I have collected both Primary and Secondary Data.

Primary Data: Questionnarie was used for research study was self
developed. Data was collected from the Service Providers and Customers

and was later processed and analyzed to reach conclusion, collecting data
through survey.
Secondary Data: Secondary Data was collected with the help of
employees of xyz, from website, from Head Office in Hyderabad etc
from internet and books.

MARKETING RESEARCH
The research was conducted at xyz in Hyderabad.
Research approaches:
Focus Groups
Survey Research
Behavioral Data

Research Instruments:
In my research I have used only Questionnaire as instrument for
collecting primary data.
Xyz is a unit of Birthplace Healthcare Private Limited is a private limited
company, incorporated on 2nd September, 2011 to run, own, manage, and
administer Premium maternity services and opened its door to extend its
services in July 2013,. The company has been successfully running
operations at its first facility at Road No. 2, Banjara Hills, Hyderabad
since 2013 and has witnessed a great response to the concept from the
market, including being ranked as the #1 hospital for Gynecology in
Hyderabad in 2015.
The company is growing at a rapid pace with a revenue realization of
around Rupees 10 Crore per annum. And is experiencing a peak in its
customers response through various Marketing efforts over the last two
years since opening it is now successfully reaching out to its niche

customer segment. Presently, they have an occupancy percentage of over

50% with a monthly revenue generation of approximately Rupees One
Crore Fifty Lakh.
Xyz has also built up its potential in terms of Gynec surgeries with very
high degree of Customer Satisfaction. According to Ms. Keya, Sr. Vice
President Customer Engagement, the families who have already had
babies with xyz they could develop great level of reliance on the doctors
with their past experiences
And who were exploring for similar services in clinical care and non
clinical care for their moms, aunts, sisters, friends etc. came back to xyz.
Gradually building up the numbers for Gynec Surgeries, it has become
one of the most preferred centers for surgeries in the city with its Quality,
Class and Commitment.
She also adds that Investing in a facility with the ambience and comforts
compared to some of the best hotels is just the first step. The most
important ingredient in delivering a great customer experience is our
people. On the clinical front, we hire genuinely friendly people who also
happen to be great clinicians and on the management front, we recruit
from industries that are ahead of healthcare in terms of service quality
and customer engagement.

MARKETING TEAM
Xyz has an active team comprising of enthusiastic, empathetic Marketing
professionals. With one of the largest Marketing teams of around 10
members each having specific role and responsibilities to reach out to
Customers in various ways.

Marketing Management involves managing a team of highly charged

individuals who work in sync to get the best out for the team. These
individuals are very smartly paid along with lot of incentives and benefits
attached to their achievement as individuals performing in team.
Marketing Team is headed by the Vice President of Customer
Engagement and has two well-experienced Marketing Managers execute
the entire plan of Marketing for the Hospital.
Each of these Marketing Managers have a team of 4 Marketing
Executives who keep the pace of the Marketing activities going 24*7 on a
daily basis without fail.
Each member connects with prospect, existing and old customers of the
hospital and professionally hits a casual chat of their well-being and in
case, they require any sort of help where Hospital can

MARKETING BUDGET
Marketing Budget is designed based on the kind of Marketing Activities
are planned by the company in the effort to create Brand awareness and
Brand Image of the company.
A company spends a handsome portion (may be as high as 5% to 10% of
total revenue ) of their revenue in Marketing Activities to position the
company correctly targeting the specific market segment. Money spent on
Marketing activities are considered to be the Cost of getting more
revenue and Business to the company.
In view of this, a company has to prepare an effective plan with a proper
mix of activities which will be carried out for the said period.
Marketing Budget is allocated based on the effort a company wishes to
put into Online Marketing, Social Media Marketing, Advertorials,
Collaterals, Hoardings , banners, Road Divider Medians, Sponsorships,
Social Event, and Community Healthcare Services etc.

The major Marketing Management Activities involves the following at

xyz. One has to use these in the right mix to get the maximum output and
most favorable results out of the Marketing Activities which eventually
would get more Business and show the direction in which the Business is
progressing.
There are various online platforms which Xyz uses for the right
involvement of Marketing team with the customers and a few examples
are Pipedrive.com, klipfolio.com, vend.com, quikbooks.com etc.
Each of these websites carry a specific task in Customer Engagement,
which gives them an edge over other Market players such as Rainbow
Hospitals, Motherhood Hospital etc.
A patient is closely followed during the entire 9 months of her pregnancy.
The initial stage is of pre-conception wherein the apprehensions of being
pregnant and being new parents are taken care of with Doctors counseling
and advice.
And once a couple gets a Good News that they are expecting then the
entire process of guiding them through to the right selection of Doctor, to
all kinds of Investigations and Ultrasound scans are scheduled and reports
updated and shared with them on a personal level.
In case of any queries or doubts the Marketing team updates their status
on the system and a call is attempted to get in touch with the customer
and resolve their query.

Marketing team keeps them about various Educational Sessions free /

chargeable being conducted at the premises of xyz which answers many
questions without even having thought about them. These sessions also
gives a sense of belongingness to xyz.
With these efforts the Marketing team is actually preparing to offer the
Customers to book their delivery at xyz in advance much prior to the
actual Expected Delivery Date.
A Deal is created, one for each customer and based on the progress of the
discussion it is continuously updated with Marketing teams comments.
As Marketing team gains confidence in the customer and so does the
customer. Either the deal is WON or LOST.
Booking helps xyz management to get the fairer idea on the number of
Deliveries and the direction in which the Management needs to route the
Marketing Efforts towards fulfillment of its Business Goals.
Once a Customer has confirmed their booking, the Marketing Team
automatically starts the back-end preparation of the surprises which the
Hospital is planning for their delivery.
In case for any reason if a customer decides to not deliver at xyz, a proper
follow-up is made to understand the shortfall in services or any other
reason. The Marketing team tries to not let go any Customer out of xyz.
Probably, this is the reason for Success of xyz, which always thrives
towards its commitment for the Customers:
a. Online Marketing with Google Adwords

b.
c.
d.
e.

Social Media
Company website
Educational Sessions and Sharing Collaterals
Advertorials

ONLINE MARKETING WITH GOOGLE ADWORDS

Google AdWords is an online advertising service that enables

advertisers to compete to display brief advertising copy to web
users, based in part on keywords, predefined by the advertisers,
that might link the copy to the content of web pages shown to
users. Web pages from Google and from partner websites are
designed to allow Google to select and display this advertising
copy. Advertisers pay when users divert their browsing to seek
more information about the copy displayed, and partner websites
receive a portion of the income they generate.
Google has opened new horizon in the field of Marketing. Every
company can opt for the services and pay only for the number of clicks
they actualize. This has made advertising very cost effective.
Xyz has bought certain search words from Google and in case any body
new customer types those words such as pregnancy, delivery, premium
maternity etc. then xyz appears on the top of the list. And Customers who
click on the ads get to xyz landing page and they can fill in the details in
short so that the Marketing team can get in touch with them at the
earliest.

SOCIAL MEDIA MARKETING

Social media marketing programs usually center on efforts to

create content that attracts attention and encourages readers to
share it across their SocialNetworks. The resulting electronic word
of mouth (eWoM) refers to any statement consumers share via the
Internet (e.g., web sites, social networks, instant messages, news
feeds) about an event, product, service, brand or company . When
the underlying message spreads from user to user and presumably
resonates because it appears to come from a trusted, third-party
source, as opposed to the brand or company itself.

Facebook and twitter are most famous of the active social

platforms which connects personal and professional front for any
individual or company. Fair reviews of any product or sevice or
services are well accepted in the circle and groups of people.
Xyz has a dedicated page on Facebook, which they keep live and updated
with informations, upcoming events and sessions at xyz.
Customers post their comments and reviews on their experiences on the
FB page. Customers who post their queries on the FB page of xyz get
their queries answered by the Marketing team.

COMPANY WEBSITE
Xyz has a beautifully designed website which is very user friendly
and convenient to read through. The virtual guided tour is one of
the main features of the websites where any customer can see the
entire maternity centre at the click of a mouse. Customers can
have full information about the company and Doctors information.

EDUCATIONAL SESSIONS AND SHARING COLLATERAL

Xyz is committed to educating customers on a regular basis. It also
ensures that healthy habits and health tips are offered to the
customers. There are various Never-heard-before kind of session
which xyz conducts involving not only the expecting couple but the
entire family together.
Yoga, Lamazze, Nu Born handling, Jazz session for pregnant
ladies are few examples of the sessions conducted by xyz.
There are creatively designed collaterals with proper balance of
fun, information and education for the customers.

ADVERTORIALS

An advertorial is an article that appears to be editorial but is

actually paid content that is written to promote a product or
service. The word is an amalgam of advertisement and editorial.
Advertorials are native ads with a single purpose: getting
specific action from the reader.
This could be donating to a cause, downloading a PDF,
subscribing to an email newsletter, visiting a store, or
buying a product.
An effective advertorial grips the reader and leads her to
the logical conclusion pointing her, in very specific
language, to what to do next. This is the call to action.
Advertorials come in all shapes and sizes.
They could be lists or guides
They could be videos or print articles
They could be one page or six
Regardless of the format or medium, however, most tell a
story.
Xyz does also spend in Advertorials, and tries to reach the
masses wherein its presence is felt. The Advertorials are
very tastefully done involving lot of creative work to have
anticipated reaction from the customers.

CHAPTER IV
FINDINGS & INTERPRETATION

How creative are the Birthplace Ads?

Exceptionally Creative

Good Creativity

Average

Bad

5%

30%

65%

Do you think the Birthplace Ads are relevant?

Very Accurate

Accurate

Vague

20%

80%

Do you think the Birthplace Ads are useful?

Very Useful

Useful

Somewhat Useful

Not at All

1%
23%

52%

24%

Do you think promises made by Marketing team were fulfilled?

All of them

Most of them

Few of them

Promises were not Kept

8%

2%

20%

70%

Would you choose the Birthplace for your next baby?

Would love to come back

9%

May be

1%

90%

No

Were you satisfied with the information your Gynecologist provided?

Very Satisfied Satisfied So So Unsatisfied

5%
14%

23%

59%

Were ante-natal classes helpful?

Very Helpful

Good

Not that Great

10%

50%
40%

How would you rate the response time taken by the Birthplace to resolve your queries /complaints?
Excellent Very Good Good Bad

3% 2%
20%

75%

How likely are you to recommend the Birthplace to your friends and relatives?
Very Likely Can't Say Unlikely

9% 1%

90%

CHAPTER- V
CONCLUSION

CONCLUSION

During this project I found that Marketing Research is not an easy task. It
requires hard work and proper guidance at every step.
I have found in my research that the online marketing is one of the most
reliable, fast, and very targeted techniques of Marketing.
Customers feel comfortable talking and visiting the Maternity Hospital,
which offers personal attention and treats their concern as unique.
Marketing team should always have a connect with every customer or
prospective customer so that they can be served any time.
Offering is discount or some goodies as a Surprise always adds value to
the relationship with customers.
Social Media such as Facebook etc. plays an important role in Marketing
Management for a Maternity Hospital.
Premium Maternity Hospitals focuses on Happier aspect of clinical
delivery making it a Joyous experience for entire family with its
exclusive, super clean and well-maintained facility.
There is an immense scope of Business for Premium Maternity Hospital
as prime focus of people remains on experiencing Best Care at any even
if it comes with slight premium.

CHAPTER- VI
LIMITATIONS

LIMITATIONS
1. The Research is carried out on customers,
employees etc who are human beings who tend to
behave artificially when they know that they are
being observed.
2. Subjectivity is the main limitation of the study. It is
very difficult to verify the research results.
3. Research Reports are very time consuming

BIBLIOGRAPHY

BIBLIOGRAPHY
I have benefited from scores of books and artcles, for the purpose of
preparing this projectreport. The list of books, periodicals and websites
used for the purpose are mentioned as below:
BOOKS:
Marketing Management by Philip Kotler
Research Methodology by Panneearselvum

REFERENCES
1. http://archive.financialexpress.com/news/youngrich-india-gives-birth-to-maternal-careboutiques/1265053
2. http://timesofindia.indiatimes.com/india/Birthingboutiques-attract-bigbucks/articleshow/21565001.cms

QUESTIONNAIRE

1. How creative are xyz Ads?

a.
b.
c.
d.

Exceptionally Creative
Good
Average
Bad

2. Do you think xyz Ads are relevant?

a. Very Accurate
b. Accurate
c. Vague
3. Do you think xyz Ads are relevant?
a. Very Useful
b. Useful
c. Somewhat Useful
d. Not at all
4. Do you think promises made by Marketing team
were fulfilled?
a. All of them
b. Most of them
c. Few of them
d. Promises were not kept

5. Would you choose xyz for your next baby?

a. Would love to come back
b. May be

c. No
6. Were you satisfied with the information your
Gynecologist provided?
a. Very Satisfied
b. Satisfied
c. So so
d. Unsatisfied
7. Were ante-natal classes helpful?
a. Very Helpful
b. Good
c. Not that Great
8. How would you rate the response time taken by
xyz to resolve your queries/ complaints?
a. Excellent
b. Very Good
c. Good
d. Bad
9. How likely are you to recommend xyz to your
friends and relatives?
a. Very Likely
b. Cant Say
c. Unlikely