It is natural to seek joy
In Bulgaria, in 2022, the number of cesarean births surpassed natural births for the first time. The increasing trend of opting for cesarean section without medical necessity, is influenced by various factors such as examples set by influencers, fear of natural childbirth and concerns about post-birth body changes. Choosing operative childbirth without medical need poses an elevated risk of complications for both mother and child.
“Dr. Shterev” Medical Complex, the renowned pioneers in IVF and leaders in women healthcare, addresses this issue by launching a campaign in 2023 to promote natural childbirth. The communication approach avoids capitalizing on mothers-to-be fears and instead adopts a positive tone, emphasizing a simple insight: every woman possesses supernatural powers to give birth naturally.
The campaign focuses primarily on online platforms, the preferred source of information for the target audience. All materials serve as a genuine ode to women and their inherent strength and guide the audience to a dedicated landing page, where Professor Atanas Shterev personally addresses expectant mothers in support of natural childbirth.
“Dr. Shterev” Medical Complex not only maintained a higher percentage of natural births over cesareans but also witnessed a significant surge in the number of patients. January 2024 marked the most successful month in terms of revenue for the complex in the last 20 years.