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The Baby
hospital sampling
The Baby is a direct marketing program directed at women who have just had their baby at a maternity hospital. The purpose of the program is to provide mothers-to-be with basic information concerning baby care and present the products and services available on the market. A midwife hands a young mother The Baby pack with free handbooks, samples, product catalogues, gadgets, leaflets, and so on. The mother receives The Baby package at a perfect time: she is in a completely new situation, when she is most interested in getting information about baby products.
Target group:
  • whose lifestyle is changing due to the arrival of their baby
  • who are ‘hungry’ for information on baby care
  • who are developing a demand for new products for their baby
Distribution site: 380 maternity hospitals
The package is presented by: the midwife
Average monthly circulation: 30,000 packages
Advantages of hospital sampling:
  • This form of product advertising, combining a gift with an educational function, is both expected and very well received by women
  • The advertising message is supported by the authority of the midwife who hands over the package (the so-called opinion leader effect)
  • The advertising message reaches women when they have a great need for new information and products
  • Selective distribution reaches the target group exclusively, eliminating the loss typical of mass communication channels
  • Feedback can be provided
  • 100% distribution of advertising material among the selected target group