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Gazzetta Medica Italiana Archivio per le Scienze Mediche 2006 April;165(2):57-61

Copyright © 2006 EDIZIONI MINERVA MEDICA

language: Italian

Promoting an obstetrics department in the suburbs to safeguard its future

Thoeni A, Mantoan L.

Reparto di Ginecologia e Ostetricia, Ospedale di Vipiteno, Bolzano

The “Provincial Public Health Plan” for the 1997-1999 period included the closing of the departments of gynaecology and obstetrics which did not reach 300 births per year. To avoid this risk, in 1996 the obstetrics team of the Vipiteno Hospital (Italy) adopted a new marketing strategy.
The goal was to reach 300 births per year through various marketing initiatives, aimed primarily at attracting women in labour from other public health districts.
The adopted strategies involved various areas: the delivery rooms were renovated, transforming them into a very warm place, the drug administration and routine operations were decreased, practices were introduced to improve the establishment of an intimate contact between parents and newborn.
Lastly, a tub was installed for deliveries.
The goal of Vipiteno Hospital’s obstetrics team was not only reached, but actually exceeded.
The next aim is to ensure similar results in the future as well.