Cloudnine Discovers theNeeds of Expectant
Mothers Through InMobi
Pulse
Cloudnine is the market pioneer in birthing andmaternity services in India, having celebrated over
85,000 births across regions, with a 3,000+ strong team.
Cloudnine, India’s leading woman and child healthcare
hospital, has been offering top-notch healthcare
services since 2007.

1

The Challenge“Accurate insights helped us create meaningful and frequent touchpoints with customers and get a holistic view of their
expectations to increase brand adoption in India”-Chaitanya Shravanth, CMO, Cloudnine
As a leading maternity service provider, Cloudnine aimed to understand the key factors shaping and influencing the birthing center
preferences, and the research, shopping, and spending habits of expecting mothers. Cloudnine needed a trusted research partner
to proactively discover the needs of their customer through insights at scale in a short span of time. This was vital for Cloudnine tooptimize accessibility and readiness and to be the preferred choice for birthing and maternity needs across India.

2The Methodology
Cloudnine gathered thedemographic and psychographic
attributes of urban women from

Focus on the upper-middle class andSurvey a massive sample size ofabove to understand the pre-delivery

over 1200 expecting mothers

behavior and related activities thatfrom seven cities in India

expecting mothers sign up for

Delhi NCR (Gurgaon and Noida),
Mumbai, Bengaluru, Pune,
Chandigarh, and Chennai, using

Understand the difference of behavior

360-degree research approach with aInMobi Pulse -a mobile market

across regions and demographics

complete analysis of the behavior of

research platform.

using advanced targeting capabilities

expecting mothers right from theirwith AI-backed validation on custom

engagement in prenatal activities tolocation, personas, and behavioral

expectations during the delivery

attributes

process to their brand preferences.

3The Key insights
What channels did you
mainly use for deciding on amaternity hospital?
How likely are you to
do a self driven
research for yourpregnancy queries?
Not very likely
Unlikely

Word of Mouth
PractoHighly likely

to the traditional methods of research

Accurate information on more than 14 parameters like
demographics, parental and societal influence inchoosing the birthing center, and spends on delivery,

Online reviews

Neutral
Likely2X faster and efficient results achieved when compared

Reputation scores
Recommendation

etc., for the audience from seven major cities in India,
gave Cloudnine the competitive advantage in themarket
Contrasting differences between demographical parameterslike the preferences of migrant vs local residents, working

Pulse

Pulse

expectant mothers vs housewives, expectant mothers below
the age of 30 vs above 30 years have helped Cloudnine insetting new areas of impact to become the most preferredbirthing center in Urban India.

The above survey designs are for illustrative purposes only4

Cloudnine Understands its Niche
Audiences to Becomes the Most
preferred Birthing Center in India
By understanding the highly granular custom insights
about mothers who may be interested in choosing
Cloudnine services, the brand could reach its niche
audiences with personalized communication around key
facilities and other brand differentiators. Key findings on
demographics, lifestyle choices, channel preferences,
spends on delivery, and expectations from birthing centershelped Cloudnine understand its target audience mindsets
and helped them in making informed, actionable decisions
to increase their customer base.

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