this was then followed by simple but highly effective tools to make the customers [patients] feel valued. The efforts were towards advertising in the native languages and also developing simple 'guide to hospital' pamphlets in native languages. Childbirth classes were given in native languages. Extensive media advertisement was done too. The idea was to make it a family centered care. Multilingual physicians and nurses were catering the patients. This was enhanced by presentable looks of the hospital characterized by large state of the art labor rooms and post partum rooms with Jacuzzis and rooms for family members.
The market orientation of an organization is directly related to overall business performance, employee commitment and esprit de corpse[Jaworski and Kohli ,10].The above quality improvement measures turned out to be good business strategy too. The marketing presence was further enhanced by-creating a new maternity services 'brand' for the hospital-the graphic image of infant footprint. The hospital further stated its presence loudly through aggressive advertisement.
1. Focus on the customer -serving majorly in native language, advertising in native languages, organizing cultural shows for the ethnic population and in general making the people feel at home for the stressful event of childbirth to take place.
3. 2. Extensive research into the ethnic ways and this followed by aggressive promotional activities in culturally acquainted [to the ethnic populaces] ways.
3. More presentable looks and adoption of hospital services 'brand'-the infant footprint-all this made the community hospital more professional in outlook.Lager labour rooms and post-partum rooms with Jacuzzis were a similar step.
Quest3 How did the quality of service change and why
As the overall marketing orientation is related to staff motivation ,the work standards were bound to improve with more number of satisfied customers.The staff's esprit de corpse is directly related to the success of the organizational behavior[Knights and Willmott ,67].Thus better business would've been a catalyst for better work again.While the hospital's overall rapport with the general public improved with improved reputation the staff and administration prodiced better results.
Other measures like low caesarian section rates and more successful vaginal deliveries can be either due to better staff working under less stressful conditions and less stressful patients too as psychological stress is a factor causing obstructed labor and subsequent caesars.
The Family Birthing Centre has experienced 25% growth per year for the last three years following the opening of the centre. The patient satisfaction has improved consistently and quality measures have remained above national averages.
The chief reason for this is the customer centered approach employed that included serving ethnic markets appropriately. The extensive research indicated must have pointed to the stressful state of the experience of childbirth. So the would be mothers and their families when nurtured in a culturally friendly atmosphere during this phase appeared to give positive