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Personalised Midwifery Care Project

Personalised Midwifery Care Project

Ensuring women see the same midwife, with longer and more flexible appointments, and enhanced support and information

This project provides women and their family with more personalised, continuous care before, during and after the birth of their baby, and support them in planning and making informed choices around the birth.

It also offers enhanced care to help promote key health messages around breastfeeding, smoking and nutrition.

It differs from the way midwife services are normally provided by ensuring one dedicated midwife, alongside another midwife as a ‘buddy’, is allocated to supporting each woman during pregnancy, the birth, and afterwards. This midwife and the buddy will provide at least 70% of a woman’s midwife appointments, and will act as co-ordinators for other care such as hospital appointments. When women go into labour the team will provide a midwife she knows for the birth.

The project also provides longer antenatal appointments and a home visit prior to booking, allowing the woman and her midwife to establish a relationship and have more time for discussing choices around pregnancy and birth.

Who will benefit? Pregnant women and also expectant dads and co-parents in the Better Start Bradford area will be provided with personalised midwifery care through this project. Evidence suggests that this type of high level care has a lasting benefit for families and their children.

Who provides it? The Clover Team is a midwifery team based at St Luke’s Hospital, commissioned by Better Start Bradford to run this project.

How do families register? There’s no need to register – some pregnant women in the Better Start Bradford area will automatically be contacted by the Clover Team.

More information:

This type of care is called ‘Continuity of Carer’. It’s part of a national NHS programme to provide this type of care for the majority of women by 2021.

Based on existing on research and our evaluation we expect this project will:

– improve women’s satisfaction and sense of empowerment during pregnancy and birth
– improve nutrition during pregnancy and breastfeeding support
– reduce harmful behaviours such as smoking in pregnancy
– support informed choices around place of birth
– increase engagement with antenatal care and early detection of problems.

This is likely to increase the number of babies born when they are due, at a healthy weight, and to improve maternal mental health and bonding. This is likely to have a positive impact on children’s long-term development and mum’s mental wellbeing.

The Personalised Midwifery Care project is one of more than 20 projects being provided by Better Start Bradford for pregnant women and families with children under four in Bowling and Barkerend, Bradford Moor and Little Horton.

Read our blogs:

A week in the life of a midwife

Celebrating our Better Start Bradford Midwives