Marketing Your Hospital’s Maternity Services as a Luxury Item? Yes.
While Jackson Memorial Hospital in Miami, Florida is a well-regarded teaching hospital with a Level 1 trauma center, there was a perception that its facilities were outdated—which was particularly problematic for the facility’s maternity services.
“When you’re talking about organ transplants, the quality of the room you’re staying in is not one of the top three concerns,” says Matthew I. Pinzur, Associate Vice President, Communications and Outreach at the hospital. But with maternity, he says, most people think they’re going to have a routine experience.
“That makes the accommodations much more important on the front end when they’re deciding which hospital even to consider. So we felt it was valuable to marry the idea of the medical miracles we do here with the luxury that we can produce,” Pinzur says.
The result was the Little Miracles Maternity Suites, heralded with an advertising campaign created by The Weinbach Group, also of Miami.
The campaign was all about luxury and pampering, more about the experience for mothers than babies (though babies did figure into the campaign in a surprising—and somewhat controversial—way).
For video and images from the campaign that turned perceptions around for Jackson Memorial’s maternity services, along with 3 key marketing tips from Pinzur and the Weinbach Group, check out the full article now: Should You Sell Your Maternity Services Like a Resort?
Start Your Online Access TodayNot a member yet?
Sign up for a FREE trial membership »
And don't forget: Once you've signed up as a member, you can add up to 9 colleagues for no additional charge with our Group Membership Upgrade. It's an incredible value.