Brand strengthening in the Maternité
Hirslanden Hospitals is perceived as an elite group of private clinics specializing in cutting-edge surgery. This isn't always an advantage when it comes to attracting new customers.
private hospital group for top surgery. For the
Acquiring new customers is not always an advantage. Hirslanden-baby.ch is designed to
improve.4500 babies are born every year in the
Hirslanden Private Hospital Group saw the light of day. This corresponds to around
6.2 percent of all live births in Switzerland and thus the
Leading position among private clinics. An ideal starting position to
the elitist and high-tech image of the Hirslanden Group (HG).
and recharge it with warmth and security. Because:
Even the renewed growth in the number of inpatients and the good
business performance (sales 2004: +7.1%) cannot exceed the general
market trends. The number of births is declining, the
privately insured persons and the days of care. A further tightening of the
Competition in the healthcare market is the result.
In this environment, a clear brand positioning is fundamental because
competitive advantages, says Head of Marketing Julien
Alexandre Buro. Since 2001, when the group adopted a uniform
corporate identity, steps are being taken in this direction.
undertaken. However, the popularity and reputation of the 13
Hirslanden clinics, above all thanks to image-defining disciplines such as
cardiology and orthopaedics. As attractive communication platforms
However, they can hardly be used for image presentations.
The marketing characteristics of the
obstetrics division. At HG, this area, measured against the
patient numbers, only occupy a minor position, but because of the
consistently positive coding and its high customer loyalty character
those responsible focused their efforts on this discipline.
The 4500 babies and their parents are also the focus of the
HirslandenBaby.ch communication concept. It presents with a
and diverse range of products and services for families and their
The focus is on young talent.
In order to benefit from the new quality label and its logo, it is
It doesn't matter whether a couple is just starting to have children or the baby is already
on the road, explains Andrea Heim from HG Marketing. To help the
expectations of a private clinic has become a reality.
Hirslanden, among other things, an extraordinary marketing tool
The well-known Present Service gift box was filled with the
combined with a diaper bag, which is sold as the "Hirslanden baby bag".
merchandising program. He offers parents
attractive gifts and the first utensils for caring for the baby.
Cooperation with potential The HG on the other hand offers the
Babybag has differentiation and customer loyalty potential and has already
led to new brand partnerships - including with Philips,
which in turn enable unimagined communication measures.
The Hirslanden-baby.ch concept is based on additional pillars such as the
Internet. In line with HG's core competence, you will find the following there,
medical information, tips and tricks that make mommy and
Simplify being a dad. In the protected "myBaby" area, the
parents can also create their own personal diary, the
ultrasound images, document the birth, monitor the growth of the child
child and much more.
Even without Internet access, the target group comes to
Information from Hirslanden on all aspects of pregnancy and birth
and baby: on cozy "baby weekends" in a four-star hotel. The
first weekend takes place at the Ramada Plaza Basel and is organized by
doctors, midwives and other specialists. How far the new
concept can be expanded is demonstrated in particular by the leisure section, for which
Hirslanden was able to win the Beyeler Foundation.
Luca Aloisi
