Motherhood
Breast pump developer Willow launches campaign to encourage women to embrace motherhood
The femtech company will give away 100 wearable breast pumps to help more mums ‘cut the cord’ from traditional wall pumps

Willow Innovations has announced a social media campaign to help new mums free themselves from unrealistic expectations and embrace motherhood.
The #FreeMom campaign aims to break the antiquated idea that mom has to be perfect 24/7 and arm them with the confidence and tools to be their naturally powerful selves – no strings attached.
The California-based company advocates for mums and uses its platform to raise and celebrate their voices.
According to a recent study by SWSN Digital, 57 per cent of mums feel like they are failing due to the pressure to portray the ideal mom.
The #FreeMom campaign calls for an end to the outdated parenting expectations that contribute to stress, shame and misguided ideals on what makes a good mother.
Its goal, Willow says, is to show that the sometimes messy, less than perfect behind the scenes of motherhood should be embraced and celebrated.
As part of the campaign, women can also enter Willow’s giveaway for a chance to win one of its wearable breast pumps.
Willow Go is a hospital-grade, fully in-bra wearable pump offering mums the freedom to cut the cord from traditional pumps.
The FDA-approved pump aims to give new mothers access to modern technology to pump completely hands-free and discreetly.
It is estimated that the breast pump market will hit US$2.74b by the end of 2022 and a value of USD$5b by 2030 with doctors, breastfeeding moms, caregivers, and hospital personnel as primary stakeholders.
According to Straits Research, the drivers propelling market expansion include an increase in women’s working rates, increased awareness of breastfeeding accessories, decreased child mortality rates, improved healthcare facilities in emerging economies, and a rise in the number of milk banks.
Pregnancy
Women’s health strategy a ‘missed opportunity,’ RCM says
Pregnancy
Scotland to publish dedicated miscarriage patient charter

Scotland is set to publish the UK’s first dedicated miscarriage patient charter, giving women and families clear information on NHS care and support.
Commissioned by the Scottish Government and developed with baby-loss charities Tommy’s, Held In Our Hearts and the Miscarriage Association, the charter sets out minimum standards for compassionate, clinically appropriate and culturally competent miscarriage care across Scotland.
It builds on the Scottish Government’s Delivery Framework for Miscarriage Care, which has already changed practice across NHS boards.
Jenni Minto, Scottish public health and women’s health minister, said: “Miscarriage is devastating, and for too long women have not had the care and support they deserve.
“That is changing. Scotland will become the first country in the UK to publish a miscarriage patient charter, meaning women know exactly how they will be supported by health services following their loss.”
Unlike previous UK-wide norms, where women were typically offered enhanced support only after three miscarriages, Scotland’s approach means women can receive appropriate support after their first miscarriage.
The charter also sets out clear rights and expectations so every woman, regardless of location or circumstance, understands the care she should receive.
It includes access to private rooms in hospitals rather than busy clinical areas or maternity settings, progesterone treatment where clinically appropriate, compassionate and culturally competent bereavement support, and clear information in 18 languages, including British Sign Language and audio formats.
Progesterone is a hormone that growing evidence suggests may help reduce the risk of miscarriage in certain cases when given to women who meet specific clinical criteria.
The Scottish Government said the charter is designed to ensure personalised, respectful care and to address long-standing inequalities experienced by women during miscarriage.
It is intended to provide clarity on the support women can expect, consistent standards across all NHS boards, stronger awareness and confidence among healthcare professionals, and better access to emotional and practical support services.
Charities involved in its development said many women still report feeling dismissed, uninformed or unsupported during miscarriage.
They said the new charter marks an important step towards making sure every woman feels heard, respected and cared for.
The charter aligns with Scotland’s wider Women’s Health Plan, which is improving care across reproductive, menstrual, maternal and perinatal health.
Recent national developments include greater investment in women’s health services, improved training for healthcare staff, new digital and in-person support tools, and targeted action to reduce inequalities in access and outcomes.
Together, these measures aim to create a more compassionate and equitable women’s health system.
Minto said: “This charter is a landmark moment.
“It tells women clearly what they should expect from their NHS, and it holds services to account for delivering it.
“Scotland is leading the way, and I am proud of the progress NHS boards and our charity partners have made together.”
The model is expected to inform wider UK discussions on miscarriage support, bereavement care and early pregnancy services.
The charter will be made publicly available, offering women, partners and families clear guidance on their rights and the standards they can expect when seeking care.
Motherhood
The maternity care crisis hiding in plain sight

By Adrianne Nickerson, founder and CEO, Oula
The numbers get the headlines. Maternal mortality rates. Access deserts. Workforce shortages. These are real and urgent problems, but they’re not the whole story.
There’s a quieter breakdown happening inside routine appointments, and it’s driving outcomes in ways that never show up in formal reports.
Women describe maternity care that feels rushed and transactional.
They talk about repeating their medical history at every visit, leaving appointments with questions they never got to ask, and receiving advice so generic it doesn’t seem to account for their actual lives.
These aren’t just complaints about bedside manner. They’re signals that the system is losing the thread, and when that happens, clinical risk follows.
A patient who doesn’t feel heard may decide a new symptom isn’t worth mentioning.
A patient who leaves an appointment without clear next steps may wait too long to call when something changes. These small moments of disconnection are where complications quietly take shape.
The system is structured to rush
This isn’t about individual clinicians failing women. It’s about a care model built around short, physician-led visits with limited coordination across roles — applied to pregnancies that are often medically and emotionally complex.
Clinicians are covering more ground in less time, and patients feel that compression. Women in marginalised communities feel it most acutely.
Reports of dismissal and bias are well-documented, and the consequences compound: when trust erodes, communication breaks down, and the window for early intervention narrows.
What women are actually asking for
Younger women in particular are entering maternity care with different expectations. They want explanations for recommendations, not just instructions.
They want to understand tradeoffs and have their preferences carry forward from one visit to the next. They’re not looking to reduce medical oversight, they’re looking for care that makes sense as a whole.
That’s driving real interest in collaborative care models that bring OBs, midwives, nurses, and behavioural health professionals into a coordinated framework.
When roles are clear and communication is shared rather than siloed, the experience changes, and so do outcomes.
Experience is clinical performance
Health systems are sophisticated at tracking infection rates and readmissions. The experience of care deserves the same level of attention, because it’s often where the clinical picture first starts to slip.
The fixes aren’t mysterious. A longer first visit can prevent confusion that compounds over months. Integrated mental health support surfaces concerns that might otherwise go unspoken.
Clear communication across the care team eliminates the mixed messages that erode confidence.
Postpartum services like pelvic floor therapy and lactation support – when easy to access and clearly explained – extend the impact of care well beyond delivery.
Workforce shortages and financial pressure make all of this harder. They also make it more urgent.
When women feel respected and informed, they raise concerns earlier, follow care plans more consistently, and seek help sooner.
That’s not a soft outcome – that’s how complications get prevented.
Simply put: adjusting how care is delivered is one of the most direct ways to improve clinical outcomes.
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