THE RECENT FURORE over pregnant mainland women coming to Hong Kong to give birth has focused wider public attention on the costs for maternity services and the fact that providing them has become a competitive business.
Although hospitals are wary of advertising such services in view of strict Medical Council of Hong Kong guidelines, they nevertheless make use of low-key strategies such as word of mouth, the internet and, indeed, media coverage to spread the word about what they can offer.
An estimated 850 babies are born each year at the Matilda International Hospital, and Lynne Fung, general manager for communications and project development, said that expectant parents learned about the hospital in a variety of ways: from friends and family, insurance agents, colleagues, the website, or specially arranged road shows.
A hospital's reputation is established mainly by word of mouth, since the best advocates of maternity services are those who have used them.
Chief nursing officer at St Teresa's Hospital, Stephen Ha, said: '[We have a] brand name. Everyone knows we provide good service for all types of medical service. We don't advertise at all. We are very low key.'
In Hong Kong, a major decision for any expectant mother is whether to use the public or private system. Those whose insurance stretches to 'going private' often liken the experience to staying in a top hotel. Others feel there is no need for so much special attention, and opt to stick with the public system.
