I am part of our hospital's patient satisfaction committee. My hospital is attempting to find ways to make our new mom's happier. To make them feel even more special and to show them how happy we are that they chose to deliver at our hospital.
The hospital across town gives new mom's a robe (to wear after delivery and also take home from the hospital). We have a list of some items and some other ways to make these women happy but I thought why not ask here. What do you do to make your patients happy? Other then good care?
Did your hospital give anything after delivery (Robe, Socks, Outfit for baby, Special soaps (not just hospital brand))
In my hospital everybody gets the same things, regardless of how they are paying (or not paying). I do not know whether OB at my place makes or loses money for the hospital - it's just not information that I need to do my job & my brain can only hold so much!
? Why would they do that since "freebies" are a marketing tool?, i.e., they are designed to encourage people with money to bring their money to that particular hospital instead of a different one.
I'm not so naive as to to believe that marketing isn't a necessity for healthcare institutions. Of course every hospital needs to attract well-insured, paying patients in order to stay afloat. But as I've stated, this type of marketing bothers me because it establishes a clear divide in the services offered to one group of patients versus another. Whether it be OB patients who receive lavish gifts while general med-surg patients go without, or insured OB patients who receive every imaginable luxury while the self-pay and Medicaid mothers are relegated to the back hall without air conditioning, and get no robe, spa products or celebration dinner, I just think it is wrong.
There are other ways to "target" desired populations without creating a divide between those "worthy" or special treatment and those not. Can you imagine going into a supermarket on "sample" day and being told that you can't try a new product because you aren't of the desired age, or don't have the "in" medical condition?
My husband is a marketing director for a consumer-products company. The products his company manufactures are household goods that can be found in vitrually every home in the U.S. They come in a variety of prices and are sold at a wide variety of retailers, ranging from low cost such as Wal-Mart, to much higher end stores. By federal law, he cannot offer a different "deal" to his different customers. Any discount, freebie, or financial assistance he offers to one customer, he must duplicate to every other customer. It strikes me as very strange that this legislation is imposed regarding "extraneous" household goods that we all could live without, but not to healthcare. Don't get me wrong, I'm not implying that hospitals are breaking the law by offering different levels of service to different groups of patients. They are not. It just seems that the industry standard for healthcare ought to be at least as stringent as the standard applied to the manufacturers and sellers of non-essential products.
Lastly, I believe that this type of marketing feeds into the "entitlement" sense that so many consumers of healthcare have, and that is not a good thing. Many people wrongly believe that quality of care is the same everywhere, so why not choose one's hospital based on how much loot they will take home instead of nurse patient ratios, breastfeeding support or education? And why does having a baby equal a free lunch? or free robe? or free anything? I find it ironic that of the 5 hospitals I have worked in my career, the 2 that gave nothing to new parents were both nationally renowned high-risk perinatal centers where parents were grateful for good care and an opportunity to take a healthy baby home. 2 that offered minimal freebies were excellent community hospitals that focused on (and marketed) quality patient care. I would have gladly delivered at any of those facilities. The place that literally gave away the farm to every new family was the worst place I ever worked in terms of patient care. I didn't last long there because I knew I was putting my license on the line every time I went to work. I was new to the area and didn't know (when I accepted the job) just what a horrible reputation the hospital had in the community. But rather than focus on improving care, they just gave away more and more free stuff, and heavily advertised their freebies.
It is entirely possible that my view of this topic has been largely jaded by that facility. I don't mean to imply that freebies = bad care, but I do think they are easy substitutes for addressing far more substantive issues in healthcare.
Thanks for reading my rant. I'll step off my soapbox now :)
I'm not so naive as to to believe that marketing isn't a necessity for healthcare institutions. Of course every hospital needs to attract well-insured, paying patients in order to stay afloat. But as I've stated, this type of marketing bothers me because it establishes a clear divide in the services offered to one group of patients versus another.
For-profit hospitals are businesses. So are insurance companies. Their primary concern is the bottom line.
I'm not defending it. It's just doesn't occur to me to ask "why do hospitals cater to OB patients and not other patients?" I know why they do. They do it for money.
Specializes in ER/Nuero/PHN/LTC/Skilled/Alzheimer's.
I have a suggestion for a gift that is just plain helpful to a new family, I feel. I delivered last Saturday and am at home now after a c-section. I can't really get up and cook a full meal, my husband is working parttime, and my family is helpful but I don't want to take advantage of the situation. How about coupons for easy meals like Skillet Sensations and frozen pizzas or easy to follow recipes for the dads (or support people) to make meals a little easier that first week home? Even women who don't have c-sections must be sore and tired after vag delivery and not really up to making a full meal three times a day. It would just seem helpful and ease the strain until mom is feeling better. We've tried a few of the Skillet Sensation meals and they aren't that bad. A little salty but it's easier right now and lots more cost effective for us than ordering out.
Hi! I am wondering if the hospitals that provide the gift bags would be open to receiving a coupon for a new product -- specifically a coupon for a an educational exercise DVD focused on educating women about pelvic floor health. It contains educational sections as well as 4 work-outs. It is designed for all women but with a special focus on new moms who may be dealing with incontinence or prolapse due to pregnancy and delivery. Something alot of us have dealt with....and the one thing we hear consistently from new moms is "no one told us about this..." they got lots of info on diapering, feeding, bathing, etc...but not much that talked about their bodies.
I am trying to learn about how the gift bags work, who the right people to contact are, etc.
We also are able to provide another option, which is to allow a hospital to put their name on the DVD (private label) and buy them in bulk. Based on your experience -- do you think hospitals might be interested in that? Thanks -- really appreciate the feedback. - Liz
That's a good idea. I think health related "gifts" would be nice. Moms can have so many questions after being home for a little while. I like the other post that gave a baby 101 book. Now that I think back, we did get to keep the little t-shirt with the hospital name on it- and the receiving blanket.
As far as the revenue question.....in 2005 there were nearly 4,140,000 births! over 4 million new babies-there's profit in that. Years back when moms actually took up room laboring and before high tech intervention, maternity functioned at a loss. BUT in the last few decades it has become big business due to the rapid increase in interventions, less labor time, c-section rates etc. Here all the hospitals have at least 30% c-section rates (one is at 45%), and not many fully "natural" births happen in hospitals anymore. Teaching hospitals are different though since they treat everyone regardless of ability to pay/insurance- they have loss in many departments I'm sure. I have to say though, that our teaching facility treated my mom (pancreatic cancer) and she received excellent care. I've also attended many births there as a doula (with their CNM practice/) and these were great experiences.
Sorry to hi-jack this thread. I'll stick to the topic after this
We give them a robe, infant car seat, diaper bag and a gift bag that contains, lotion, shampoo, conditioner, lip gloss, deodorant, shower gel, toothbrush, toothpaste, pen, paper, comb and a bath net sponge. Baby also gets a handmade crochet cap.
is there alot of competition for OB business in your city???
that sounds like alot of stuff!
we give them...uh, a stuffed animal for the baby and the diaper bag from the formula company!
"Many people wrongly believe that quality of care is the same everywhere, so why not choose one's hospital based on how much loot they will take home instead of nurse patient ratios, breastfeeding support or education?"
I fear the mentality of many of our OB patients is just that poor: they base their choice of hospital on the decor, how cute it is, how much stuff they get! It is always amazing to me!
I work in a facility that, on the outside, looks like a "prison"...
in comparison to two other facilities less than 5 miles away where they obviously were designed by architects with better budgets!! Those hospital exteriors are inviting and lovely. Their L&D units look like luxury hotel rooms!
It is not uncommon for us to get patients who deliver with us who say, "gee, I was supposed to deliver at XXXXX, but I'm glad I delivered here instead! Your staff are so warm and friendly and professional here!"
external appearances, and gifts with goodies, get patients in the door!
Elvish, BSN, DNP, RN, NP
4 Articles; 5,259 Posts
In my hospital everybody gets the same things, regardless of how they are paying (or not paying). I do not know whether OB at my place makes or loses money for the hospital - it's just not information that I need to do my job & my brain can only hold so much!