Personal Touch
Generally, any interaction with the mid-wives or the doctor in a normal hospital starts as and when the mother goes into labor and they help in delivery. But, these hospitals step in much before that. Hospitals recommend and even parents prefer to consult the same fertlity experts, doctors, gynaecologists (all available in same hospital) over the whole period starting before pregnancy, till delivery. And it is over this period that the doctors are able to develop a bonding with the patient and take personal efforts for proper development of the foetus.
Dr. Bakshi says, recalling the Abhimanyu story from the Mahabharata, where he learnt the Chakravyuha gameplan in his mother’s womb, "Some of us might not believe, but it has been proven by experiments and researches that even today whatever the mother undergoes during her period of pregnancy affects the child mentally, indirectly if not may be directly." For instance, the domestic issues creating unhealthy home environment during that period adversely affect the child’s mental growth and development. Those babies don’t keep well after being born; tend to have less weight and suffer from other issues.
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| Luxury Delivery and Recovery Suite |
Therefore the hospitals, as a philosophy, take the responsibility to ensure mental development of the foetus and the physical development after it is born. According to the doctors—if the birth has been traumatic, leading to any scars, mental or physical, they will remain with the baby throughout her/his lifetime and can lead to other serious problems in life. Only a personal touch by doctors and trained hospital staff over a long period can ensure this does not happen.
Emotional/Psychological Counseling
The western concept of Doula (a woman who gives continuous physical, emotional, moral and informational support during labor and birth and postpartum care in the home, but not any technical medical help) is also being widely followed by some hospitals like Adiva. The doulas are specially trained in their art and connect more deeply with the mother and are accessible whenever they are required for any help or counseling. Moreover, there are ante-natal classes specially held for couples by these birth specialty centers over a period of few weeks where they are given training on how to take care of the baby during pregnancy and after delivery, dieting, exercising, understanding baby's needs, pain relief, and how to deal with the problems of the baby. All this gives parents a certain level of psychological support and confidence and they can spend better quality time with the babies rather than worrying for the problems.
Who can afford "the experience"?
To avail these "at-home" facilities, the price is no less. At Adiva, it ranges from Rs 50,000 to one lac for two days (three in case of caesarian delivery), So, quite obviously, these hospitals target the elite and educated segment of the society, which wants to spend that much for the amazing experience and lifetime memories.
What’s the bottleneck in having more such specialty centers?
Lack of Awareness: A large number of people don’t know about these facilities existing in their own city. Geeta, a recent second time mother from Delhi didn’t know that there are hospitals offering luxurious experience for a painless and pleasant delivery. She had opted for a delivery in a prominent hospital of Delhi, experience of which she didn’t found too good to recommend, owing to the lack of personal touch among the doctors and the staff. "Right training of nurses for a place like La Femme, where new lives begin everyday and need highest level of personal care, can make a huge difference as after the doctors it’s the nurses that do all the care and run the hospital, says Dr. Raghuram.
Staffing: Most of these hospitals have to do in-house nurse training to handle their best technology and offer personal care. The several midwifery courses offered outside don’t provide the required training. However, after their best-in-class training many of these nurses migrate to places like Middle-East countries.
Operational Hiccups: In a hospital, most of the departments function as independent and are interlinked as well. To bring together so many of them, getting them to use world-class technology, recruiting qualified staff, training them to use advanced technology and undertake patient care with a better mindset poses a big challenge to the hospital authorities. Starting this from scratch is a bigger Herculean task for a new organization.
Technology: As of now, most of the technology being used by these hospitals is imported from countries like USA and Germany, where this business of making equipments for neo-natal care is hugely profit-making.
How Big is the Market?
While there are good numbers (as high as five to ten patients/day) bringing in business owing to the changing lifestyles and incomes, a large part of the market is yet to be tapped.
While Dr. Bakshi puts the approximate growth figure at 90-100 percent for the next five years, being optimistic about their ten branches opening in Delhi within 2010, the growth in the sector could be up to three times, according to Dr. Raghuram. The medical tourism catching up in India is also a contributor to the business. Upto 30 percent of the patients are foreigners. The international markets include London, Florida, Europe, Africa and Middle East.
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| Neo-natal Emergency Transport Service |
Apart from the delivering mothers, La Femme also receives baby patients requiring only neo-natal care for severe complications from Delhi and nearby cities, which provides for a supplementary market, purely on account of advanced technology.
In a city like Delhi, there are only three such hospitals, that too in the southern region. Across India, among the known ones, there are less than ten, mainly in big metros like Bengaluru, Mumbai, Ahmedabad, Kolkata, etc. Many of the other top hospitals like Max may have advanced facilities but haven’t focussed on this segment as a business strategy.
Given the best technology available, the Western, spending culture that the people are adopting, the huge untapped market, lack of enough hospitals/nursing homes in this segment, an obvious high profit margin--this being a service business and rising awareness, an opportunity is up there for serious players in neonatal care. Serious because when you run a place where God’s first creative activity takes place, business can never be the only purpose. You need to have a vision, a passion, belief in mankind, highest morals and ethics and love for what you plan to do.
Sky is the limit, and it depends on you whether you see the sky as too far or still a constraint after touching.
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written by Nimesh Sharma, July 22, 2010
These include Fortis in Delhi and mumbai, they have different sub names, like Mumbai has Fortis Hiranandani. Then, Fortis La Femme in delhi, Adiva (delhi), Phoenix (delhi), 1-2 more Mumbai. Wockhardt hospitals in 2 cities (one of them is named Cradle, in Bengaluru, i think). U'll find more on Google search.
And yes, big hospitals Max, are big but havent concentrated on this aspect, for whatever reasons.
"In a city like Delhi, there are only three such hospitals, that too in the southern region. Across India, among the known ones, there are less than ten, mainly in big metros like Bengaluru, Mumbai, Ahmedabad, Kolkata, etc. Many of the other top hospitals like Max may have advanced facilities but haven’t focussed on this segment as a business strategy."
written by Krishnan Sakotai, July 20, 2010
So the answer is not in having a 5-star birthing room, rather bring back respect for the mother, constant, individual attention and empower them to give birth on their own. Certainly, 70% of all mothers and babies cannot be in danger, so why are c-section rates in urban cities and towns in India as high as 70% if not more?
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"In a city like Delhi, there are only three such hospitals, that too in the southern region. Across India, among the known ones, there are less than ten, mainly in big metros like Bengaluru, Mumbai, Ahmedabad, Kolkata, etc. Many of the other top hospitals like Max may have advanced facilities but haven’t focussed on this segment as a business strategy."
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