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"Starting life together" is key to start-up of Montana birth center. Deaconess Billings Clinic uses a soft touch.

Challenged by the requirements of managed care, Deaconess Billings Clinic resumed obstetrical services after 25 years. The resulting Family Birth Center is a "marketer's dream," with state-of-the-art facilities and an enviable model of care. The grand opening was highlighted by an open house, or "baby shower." The ongoing marketing campaign includes soft, sweet images of happy babies with their moms and dads. Memorable TV commercials emphasize the mother's comfort, the expertise of the medical staff, and the baby ... thoroughly enjoying the birth experience.

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