In the news

Nine months & beyond

Hyderabad, December 21, 2011

Pregnancy is that one time when a woman goes through various psychological and physiological changes. And when it is her first time, she may have various doubts popping in her head with regards to --- what to eat, what not to eat, and many more. And, most importantly, this is the time to make her feel secure and comfortable, along with fulfilling all the demans of the to-be mother. Apart from this, a mother is equally confused about how to go about once the child is born.

For all the aforementioned reasons and more, The Birthplace, a birthing facility centre, will be soon launched in the city. Speaking about the Birthplace, Tarun Siripurapu, managing director, Birthplace Healthcare Pvt Ltd said, "Child birth is one of the most important milestones for a couple --- it is filled with positive anxiety and there is a significant opportunity in creating an experience that is reassuring, hassle free, personalised and also engages the husband and the family. For us, child birth is a lot more than just the delivery of the baby, the Birthplace views it as a nine-month journey along with the mother and offers a well tailored basket of services at every step of the way in an integrated fashion."

Located at Banjara Hills, The Birthplace is expected to consist of around 25 rooms, which will not only provide complete privacy to the expectant mother and her family, but can also be personalised as per their requirements. "For example, if an expectant mother wants the room to be in her favourite colour, or likes a particular genre of music or artist --- we will be more than happy to arrange for such a room, or that music," adds Tarun. The room will be provided with everything that an expectant mother and her family could probably need.

Know more to click on following link

http://ibnlive.in.com/news/nine-months--beyond/214122-60-121.html

The Birth Place Press Meet

Hyderabad, December 21, 2011

Founded by Tarun Siripurapu, a young ambitious entrepreneur with a strong understanding of the dynamics of the healthcare industry, the Birthplace is a premium birthing facility established in 2011 at Hyderabad, Andhra Pradesh. The Birthplace was established with the intent to create a memorable experience of child birth for a mother and her family.

The Birthplace strongly believes that child birth is a unique event in one's life that requires clinical attention as well as focus on the mother's overall wellness and therefore follows an integrated approach that makes the delivery of a child a memorable, joyful arid hassle-free occasion.

Value Proposition
The Birthplace believes that pregnant women will greatly appreciate a service that provides

High end clinical care in a facility focused on obstetrics: The Birthplace will focus on excellent clinical outcome in obstetrics with round-the-clock availability of doctors, trained nurses and all other amenities that make birthing a happy occasion. The warm and happy environment that the Birthplace offers will also contain dedicated labour delivery suites (LDRs), a team of senior gynecologists, neonatologists, maternal fetal specialists, anesthesiologists, and in-house pediatricians.

Know more to click on following link

http://www.ragalahari.com/localevents/3225/the-birth-place-press-meet.aspx
http://www.newkerala.com/news/2011/worldnews-131330.html
http://news.webindia123.com/news/Articles/India/20111221/1895589.html

A Hyderabad-based healthcare services firm says pregnant mothers deserve better treatment.

Hyderabad, December 21, 2011

"They have as many non-clinical doubts as they have on clinical side. They are quite a confused lot with anxiety mounting every other change they experience every week," said Mr Tarun Siripurapu, Managing Director of Birthplace Healthcare Private Ltd.

Addressing a press conference here on Wednesday to talk about their maiden maternity hospital venture called the Birthplace, he said while the big hospitals turned quite impersonal when it came to treating pregnant women, the small, dedicated maternity clinics were either under staffed or under equipped.

The company will come up with a chain of 10-12 Birthplace outlets by 2013.

The first one will be opened at Banjara Hills here in March with an investment of Rs 20 crore and with 25 private rooms. People would have to pay 10-20 per cent more for a delivery when compared to fee charged in other hospitals.

Gynaecologists, maternal and foetal medicine specialists, anaesthesiologists and paramedics will be trained to listen to the basic doubts and anxieties around pregnancy and would try to address them.

After Hyderabad, the company will go to Visakhapatnam, Chennai and Coimbatore.

"We may go for debt or equity or both once we firm up plans for expansion. Each facility in tier ii cities would cost Rs 10-15 crore," he said.

E-RECORDS

The hospital has deployed an IT solution from Anoto that captures notes made by the doctor.

"As he writes with a special pen, the pad automatically recognises the data and records and saves in digital format. This will help in quick retrieval of information," Mr Tarun said.

Know more to click on following link

http://www.thehindubusinessline.com/industry-and-economy/economy/article2735657.ece?homepage=true&ref=wl_home
http://ibnlive.in.com/news/nine-months--beyond/214122-60-121.html

Redefining the experience of birthing: The Birthplace

Hyderabad, December 21, 2011

Birthplace Healthcare Pvt. Ltd today announced the launch of its premium birthing facility 'The Birthplace in Hyderabad. This state of the art birthing centre focuses on making child birth a pleasant and unique experience for expectant mothers and their families.

Speaking at the launch of the Birthplace, Mr. Tarun Siripurapu, Managing Director, Birthplace Healthcare Pvt. Ltd said, "Child birth is one of the most important milestones for a couple – it is filled with positive anxiety and there is a significant opportunity in creating an experience that is reassuring, hassle free, personalized and also engages the husband and the family. For us, child birth is a lot more than just the delivery of the baby, the Birthplace views it as a nine month journey along with the mother and offers a well tailored basket of services at every step of the way in an integrated fashion."

With an investment of about Rs 20 crore, The Birthplace will focus on obstetrics with round-the-clock availability of doctors, trained nurses and all other amenities that make birthing a happy occasion. The warm and comfortable environment that the Birthplace offers will also have dedicated labour delivery recovery suites (LDR suites), a team of senior gynecologists, maternal and fetal medicine specialists, and anesthesiologists. It will also have a well-equipped Neonatal Intensive Care Unit to take care of premature babies and newborns requiring critical care. Keeping the needs of the mother and the newborn in mind, The Birthplace offers a host of pre and post natal services including Yoga, exercises, Diet and Nutrition advice and counseling.

The Birthplace comes as a welcome change to a market that is primarily served by “nursing homes” on one hand and large multi-specialty hospitals on the other. While the nursing homes are typically under-equipped and under-staffed with a limited scope of services for the mother and the child, the large multi-specialty hospitals provide a daunting experience for the family in a setting that is geared towards serving people with complicated ailments. Even the woman and child focused facilities tend not to give adequate attention to the need for birthing to be a memorable and social event. The Birthplace creates a different experience – one that is celebratory, joyful, hassle-free and memorable with the reassurance of world-class clinical care.

Mr. Siripurapu added, "We aim to set new benchmarks in the areas of customer experience, quality of clinical care and employee engagement. In the long run we will expand to become a national birthing chain on the strength of delivering a great experience to pregnant women and their families."

The first facility will commence operations in March 2012 at Banjara Hills, Hyderabad.

For more information on the birthplace visit - thebirthplace.com

Media Contacts:

Sneha Sunder/Parvathy Jaya

+91 964 232 0033/ +91 996 206 7989

sneha.sunder@bm.com/ parvathy.jaya@bm.com