INDIANAPOLIS -
Local hospitals are competing for your baby business, hoping to lure more families to their labor and delivery programs. Luxury rooms and showers, parking passes and even special meals are now all part of the offerings.
Now, county-owned Wishard Hospital is trying to win over new moms with new radio ads and expecting long-term benefits.
"When it comes to you and your newborn, one-of-a-kind deliveries are what Wishard is all about," the advertisement says in one of its opening statements.
Community North Hospital features Dr. Lauren Dungy Poythress, a maternal fetal specialist.
"No other is better prepared. And when you think about it that way, something inside will tell you to choose Community," says the doctor.
"We had a wonderful, fabulous experience," said one mom, holding her newborn, during an online testimonial for Hendricks Regional Hospital.
Online, on billboards, and on the airwaves, the baby blitz is on.
St. Vincent recently opened a new Neonatal Intensive Care Unit. Now Wishard is jumping into the battle for newborns, with a $15,000 marketing campaign touting its baby care.
It's called, "One-of-a-kind."
"We're focusing on the baby and the family," said Lynn Denny, Wishard's maternity director.
The hospital's new 60-second radio spot promises everything from a private delivery suite and skilled doctors, to a family gathering, complete with dinner served on china.
"New parents even get their very own special celebratory meal," the Wishard advertisement goes on to reveal.
New moms and dads are paying attention. Alfredo Turrurbiates, a dad of just 20 months, recently moved from northern Indiana, where his daughter Allison was born.
"It would have been nice to have a bigger room and more space. A friend of ours gave birth over at Community in Chicago and she had a lot of space in her room, enough for everyone to come see the baby and not be cramped," he told Eyewitness News.
New first-time mom Ashley Cronnon says she knew exactly where she wanted to go when she gave birth to Jayla eight months ago at IU West.
"IU has their private rooms and private bathrooms, so that was another reason why we went there," Cronnon said.
So what's the push for labor and delivery services? Wishard says it's wrapped up in a whole lot more than simply birthing profits.
Convincing mom is key.
"I think it's a big deal for all hospitals to have families that want to come to their hospital and deliver, because you know they're going to be making those decisions long term and they're hoping they can keep them in their system," said Denny, who is also a registered nurse.
The last time Wishard renovated its labor and delivery services area was in1999. In their words, "They were due."
Especially in light of Eskenazi, Wishard's new hospital, which is set to open next year.
Online reports show the cost for basic labor and delivery services can exceed $16,000 and as much as $26,000 for special procedures like a C-section. But in the fierce competition for services, the one thing you don't hear hospitals talking about is their cost.
Wishard Hospital is one of many advertising labor and delivery services.
Hospitals are adding amenities to their rooms for expectant mothers.
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