Blog · Hospitals · 5 min read
How to market maternity packages at a private hospital
Families compare maternity packages before they register. Here is how a private hospital shows what's included, books tours and follows up with care.
By the Kren Agency team ·
To market maternity packages, show families exactly what each package includes, make antenatal registration one clear step, invite them to tours and information evenings, and follow up every enquiry with care. Expectant parents in Lagos and Abuja compare several private hospitals before they register. The hospital that explains its maternity packages clearly and replies promptly is the one they can say yes to.
Why are maternity packages hard to sell?
Choosing where to have a baby is one of the biggest decisions a family makes. It is rarely made in one visit or by one person. Partners, parents and friends all have a say.
Most families start early, ask two or three hospitals for details, then go quiet while they decide. If your package is vague, the comparison ends with a hospital that answered their questions. If nobody follows up, it ends with whoever did.
What should a maternity package page show?
Give each package its own section on your website, with the same headings every time so families can compare. Cover:
- Who leads the care: the obstetricians and midwives, with their names and roles.
- Antenatal visits: how many are included and roughly how often.
- Scans and tests: which ones the package covers.
- Delivery: the type of delivery covered and the length of stay.
- After the birth: postnatal checks for mother and baby.
- What costs extra: anything billed separately, written plainly.
- Payment: instalments, if your hospital offers them.
The "what costs extra" line matters most. Families who find surprises on the final bill tell other families. If you prefer not to publish prices, say how to get the full breakdown and who sends it.
How do you make antenatal registration one clear step?
A family ready to register should not have to hunt for how. Make the path short and the same on every page.
- Put one "Register for antenatal care" button on every maternity page.
- Ask only for a name, a phone number, the expected due month and a good time to call.
- Send every request to one named maternity coordinator, never a general switchboard.
- Reply the same day, and confirm the first visit with the date, address and what to bring.
The coordinator owns the enquiry from first contact to first visit. When everyone owns it, nobody does.
Why run tours and information evenings?
Families want to see the labour ward, meet the team and ask questions before they commit. A tour turns a website into a real place.
- Ward tours on set days and times, booked in advance so a midwife is free to lead them.
- Information evenings where an obstetrician and a midwife explain antenatal care, delivery options and what the packages include, then take questions.
- A reminder the day before, and a short follow-up message the day after.
Keep the talk factual: what your team does and how care works. No hospital can promise how a birth will go.
How should you follow up maternity enquiries?
A maternity decision can take weeks. Follow-up keeps your hospital in the conversation without pushing.
Keep one list of enquiries with the family's name, phone number, expected due month, the package they asked about and the date of the last contact. Then follow a simple rhythm:
- Same day: answer the question and offer a tour.
- After the tour: thank them and send the package details again.
- A week later: ask if anything is still unclear.
- Before registration closes for their due month: a final, polite check-in.
Get permission before sending messages, and stop as soon as a family says they have chosen elsewhere. Our post on reducing patient no-shows covers reminders once a visit is booked.
How do you keep maternity marketing private and honest?
- Collect only what you need to book. Medical history belongs in the consultation, not in a form or a chat.
- Move personal questions out of public comments and into a private call.
- Never post a mother, baby or family without written consent for that exact use.
- Describe what you offer: the team, the facilities and the support. Avoid words that promise a result, such as "safe delivery assured".
Should the maternity department have its own Google profile?
Sometimes. Google's Business Profile guidelines say departments within hospitals may have their own Business Profiles. Publicly facing departments that operate as distinct entities should have their own page. Each department's exact name must differ from the main hospital and from other departments, and its main category must differ too. Google adds that such departments typically have a separate entrance, and their hours may differ.
If your maternity unit meets that description, a separate profile helps families find it directly. If it doesn't, keep maternity on the main hospital profile and describe it well there. Our post on Google Business Profile for clinics covers the set-up.
How Kren helps hospitals fill maternity bookings
Kren is a done-for-you growth partner for private hospitals and clinics in Lagos and Abuja. We build clear package pages through website conversion, set up enquiry follow-up and tour reminders as follow-up automations, and help your desk manage bookings. Your own maternity team does the final follow-up and registration. For the wider picture across departments, read our post on private hospital marketing in Nigeria.
On a 30-minute strategy call, we look at where your maternity enquiries go quiet and what to fix first. Show me where my clinic is losing patients →
Questions hospital owners ask about maternity packages
Should we publish prices for maternity packages?
That is your hospital's decision. Whatever you choose, list exactly what each package includes and what costs extra, and tell families how to get the full breakdown quickly.
How many maternity packages should we offer?
Few enough that a family can compare them in a minute. Each package should differ in a way families can see, such as the delivery type or the length of stay.
Who should handle maternity enquiries?
One named maternity coordinator, with a backup for days off. Enquiries sent to a general switchboard wait, get transferred and go quiet.
Can we share photos from our maternity ward?
Photos of rooms, equipment and staff who have agreed are fine. Photos of mothers, babies or families need written consent for that exact use.