Born in the Lap of Luxury

Birthing suites have added a dash of glamour to the agonising experience of delivery. Hospitals have identified a section of people willing to splurge and have cashed in on this, discovers Nayantara Som.

Hospitals in India are gradually waking up to the fact that the process of delivering a baby is an experience to be cherished. Birthing suites, also known as labour, delivery and recovery, post partum (LDRP) rooms, merge the concept of a luxury suite with a delivery room.

For instance, the birthing suite at Bangalore-based Manipal Hospital, introduced in 2003, boasts of a baby warmer, cradle, television, telephone, a VCD player, apart from a non-stress test machine for foetal monitoring and an imported high-end delivery bed.

In addition to the comforts and luxury of brightly-lit interiors, upholstered furniture, high-end television, paintings, fancy bathrooms with jacuzzi, birthing suites also have a well-trained nurse to attend to the patient and a separate sit-up for the husband and family.

The equipment and other instruments required for monitoring the patient lie concealed within the cupboards and the shelves. Once labour starts, the equipment comes out of the closet and the bed is converted to a proper delivery bed, converting the suite into a conventional delivery room.

Comfort Zone

What is attracting mothers-to-be to this concept? Explains Vishal Bali, CEO, Wockhardt Hospitals Group, “Today, couples are willing to adopt new concepts. In addition, there has been a shift in perspective—my mother and my wife see healthcare from two radically different angles. Woman today can afford to spend extravagantly on healthcare facilities.”

According to Dr Jaya Bhat, Consultant, Obstetrician and Gynaecology, Manipal Hospital, Bangalore, “The main advantage of a birthing suite is that the patient stays in the same room right from admission to discharge. The bed is remote-controlled and hence the patient has utmost comfort and does not require to be shifted out.” Dr Gayatri Ghadiok, Medical Director, Fortis La Femme, New Delhi, adds, “The aesthetically done-up rooms and the additional facilities that we provide, ensure that the patient has a comfortable stay.”

The new units with birthing suites are designed such that even in case of caesarean, the patient does not have to move very far.

At the Bannerghatta branch of Wockhardt Hospital, Bangalore, all the 14 birthing suites, the OT and the consultant’s room are on the second level and within walking distance of each other.

The patients’ family is even allowed to be present at the time of delivery. Dr Ranjana Sharma, Senior Consultant, Obstetrician and Gynaecology, Fortis La Femme, New Delhi explains, “Scientifically, it has been proven the outcome is much better if a mother-to-be is accompanied by her family, especially the husband. It helps to reduce tension and stress.”

Cashing in on the demand

"The concept does focus on ambience and services, but at no stage does it suggest compromise on the clinical aspects" - Ratan Jalan, CEO Apollo Health and Lifestyle Limited (AHLL)

Hospitals have been quick to cash in on this concept that celebrates the idea that the birth of a baby involves the entire family. Apollo Hospitals plans setting up stand-alone birthing centres under the brand name of ‘The Cradle’. Says Ratan Jalan, CEO, Apollo Health and Lifestyle Limited (AHLL), “The project, costing between Rs 10 crore and Rs 20 crore, will be launched in Bangalore soon, followed by another one at Gurgaon.” Apart from an LDRP room, the centre will have an Obstetrical Ultrasound Unit (OUU), which has state-of-the-art 4D, real-time ultrasound imaging system for monitoring foetal development, a level II NICU for handling premature deliveries and an ICU, which is home to nutritionists, physiotherapists, cardiologists and urologists. The Cradle is not entirely a new venture. In June 2005, Sunrise Medicare, had collaborated with Apollo Hospitals to launch The Cradle. However, this joint venture fell apart and eventually Sunrise Medicare joined hands with Fortis to start La Femme, which also offers designer birthing suites.

Wockhardt Hospitals Group has also invested a sum of Rs 7-8 crore for 14 birthing suites, attached operation centre, neonatal centre and OPD for its Bannerghatta branch at Bangalore.

Bangalore-based Mallya Hospital is another hospital to have introduced birthing suites. Says Commodore Indru Wadhwani, President, Mallya Hospital, “The hospital has seen an influx of foreign patients primarily from the embassies and consulates located in the city.” Others like Hiranandani Hospital, Mumbai, Ruby Hall Clinic, Pune, Sagar Apollo Hospital, Bangalore and Manipal Hospital, Bangalore have also set up birthing suites.

Considering that the investment required is more than Rs 15-20 lakh for a single birthing suite—the convertible bed costs around Rs 7-10 lakh—hospitals are targeting the affluent class in cities like Mumbai, Bangalore and New Delhi.

“The pricing is premium, though not more than what some nursing homes charge,” insists Jalan. Normal labour rooms charge around Rs 20,000 for a normal delivery and around Rs 50,000 for a caesarean. The birthing suites charges around Rs 30,000 for a normal delivery while for a caesarean it is around Rs 45,000.

A quick survey of hospitals with birthing suites indicates that mothers in Bangalore are most open to this trend. According to Dr Manjula Gaekwad, Consultant, Obstetrician and Gynaecology in Bangalore-based Sagar Apollo Hospital, “The boom in information technology, along with the mushrooming of corporates, has given this concept a boost. An increase in income level, the standard of living and increased coverage of insurance also help.”

Impressed with the response, Mallya Hospital and Hiranandani Hospital, are thinking of adding more birthing suites. Dr Anita Soni, Consultant, Obstetrician and Gynaecology, Dr LH Hiranandani Hospital, Mumbai, reveals, “The response to this trend is positive. We even have prior bookings for these suites. We are going to add more birthing suites soon.”

Mindless expense?

But not all are convinced about the need to have birthing suites. Says Dr Kiran S Coelho, Consulting Obstetrician and Gynaeco-logist, Lilavati Hospital and Research Centre, Mumbai, “Birthing suites are a fashion statement for hospitals who can afford it. As a gynaecologist I feel that it does not make sense. Having entire family around is not safe at times, especially during emergencies.” Lilavati Hospital instead offers sea-facing suites and deluxe rooms for delivery. “The room are similar in comfort to a birthing suite. Only difference is that the patient is shifted to the OT once she goes into labour. The OT has a birthing chair from Germany which is more ideal,” Dr Coelho asserts.

Others dub it as an “unnecessary” investment. Dr Duru Shah, President, Federation of Obstetric and Gynaecological Societies of India (FOGSI) feels that from a gynaecological point of view, birthing suites do not have any major advantage. “There is a duplication of equipment in all the suites which is an absolute waste of resources. While patients have to shell out a bomb, it is the companies and hospitals that benefit.”

Hospitals with birthing suites, however, believe that the concept is here to stay. “Birthing is very different from other operations, hence hospitals must have birthing suites in their priority lists,” asserts Dr Sharma. “Ambience and the rest of the services offered enable the mother and her family to enjoy and celebrate the arrival of the new one, at no stage are we suggesting compromise on the clinical aspects. To rubbish the concept as just ‘frills’ is taking a limited view of the offering,” Jalan opines. True, these suites cater only to the affluent, but hospitals believe that if people are more than willing to pay, they deserve state-of-the-art facilities.

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