Background – Patient experience is recognized as one of the key elements of quality control within healthcare organizations, becoming crucial for a competitive growth strategy. In fact, delivering patient-centered healthcare experiences is seen as one of the basic requirements of good quality care. Women have been largely invisible in patient centered satisfaction research, especially if considering women needs during pregnancy and labor. The aim of this paper is to understand the experiential value drivers of expectant mothers through a holistic experiential marketing perspective. This paper enlightens the elements of in-hospital stays from different perspectives, contributing to a better and more exhaustive understanding of the patient’s needs and preferences.Methods – Three studies were designed and conducted referring to a maternal and child health hospital: two focus groups involving expectant and new mothers (study 1), a qualitative analysis to understand the online overall sentiment regarding hospital experiences during pregnancy (study 2) and a survey with collected data analyzed through SEM to identify the most influential and significant factors affecting women’s overall satisfaction in the in-hospital stay (study 3).Results – The qualitative research returned some valuable insights on the role of interaction with staff, information quality and brand. Sentiment analysis revealed the relevance of online patient experience. Finally, the quantitative SEM analysis confirmed that the relationship between patients and staff and patient empowerment impact the most on the overall satisfaction. Furthermore, the brand value plays a mediating role in this positive relationship.Conclusions – Results suggest to prioritize the establishment of strong human relationships between clinical staff and patients, based on the availability of high quality clinical information. The conducted studies through their main finding, could support an improvement in the process of care based on expectant mothers’ needs and behaviours.