Hospital Branding:Emotional based Positioning or Technological Advantage Positioning

This blog I'm writing is based on BrandAnthem's recent pitch for an upcoming hospital which belong to a major real estate group. Though we have lost the pitch but the lesson will be remembered in the long run.
For the purpose of presentation we have done thorough analysis of the recent situation in the health care industry, specially in the scenario of big hospitals like Apollo, Max, Fortis etc. Our research has shown that most of the hospitals position as maximum number of hospitals,maximum number of beds, care,technology. The big gap is missing emotions.
Now ask a simple question: have you ever been to a hospital with the expectation that those guys will take care of you just like they are your mother.On the contrary you will feel...this hopital going to steal my money for unnecessary tests which is not required.
Our pitch emphasized that the new hospital should position it self as a center where staffs are emotionally connected with the patients(just like Munna Bhai MBBS), where its not the being profitable but its the empathy which will be the core etho. A hospital where a old lady feel that its a home away from home, a hospital where the mother goes through labour pain, her child learns rhyme from the staff, a hospital where staffs are selected on the basis of their desire to serve people and get connected rather than being competing for the number of surgeries they have done.
Unfortunately the founders daughter did not like the concept. She asked me why you are positioning it based on Empathy instead of positioning it as a hospital which is equipped by latest technology(and they spent million on this). My answer was since most of the hospitals positioned as a technology driven health care centers its time to differentiate your hospital as an Empathy Driven Hospital equipped with latest technologies. I also suggested that since this hospital belong to one of the largest groups in Asia pacific, so by deafault people will percieve it to be equipped with latest technologies.

In the principle of brand positioning the first exercise is to do the POP(Points of Parity)Vs.POD(Points of Differentiation) analysis. You have to position the brand based on combining the competetive offering(in this case technology) and highlight the competetive differentiation(in this case Empathy). But unfortunately the founder's daughter along with top management which consist of prominent doctors did not like the concept.