Obstetrics is a key service line for many hospitals because families often form strong loyalties to hospitals as a result of positive birth experiences. In addition, because families have time to select the hospital in advance, OB is a service line that lends itself to marketing to consumers. To effectively market this service, hospitals need to understand what is important to families in selecting birth hospitals. Drawing on 20 years of market research, uncover how women select
hospitals for OB care. Discover services that most affect hospital selection and the factors that generate positive word of mouth.