Childbirth is a big business. A recent article in the Minneapolis
Star Tribune,
Definitely, Not Your Mother's Maternity Ward, explores the multimillion dollar maternity wing renovations in the Twin Cities area done in the hopes of luring in potential customers. Rain showers, iridescent tile, whirlpool tubs, massages, wi-fi, and spa services are some of the amenities available in the updated birthing rooms. Click
here for a list of the featured hospitals and amenities mentioned in the article.
At Ridgeview Medical Center in Waconia, women can now give birth in rooms with whirlpool tubs and wi-fi. At Fairview Southdale, new moms can hire a massage therapist or a portrait photographer. Even Hennepin County Medical Center has upgraded its maternity ward, with pastel decor and a deep tub for water births. All three are part of a major marketing offensive by hospitals to win a coveted demographic: mothers....
Many women have taken childbirth preparation to a new level. Bombarded by marketing from retailers such as Babies "R" Us and websites such as babycenter.com, and inspired by reality shows such as "Maternity Ward" and home birth videos on YouTube, this generation has grand ideas about labor and delivery.
Some tour multiple hospitals before deciding where to deliver. Insurance policies mostly let women go where they want, though they might be constrained by where their doctor can practice. "[Childbirth is] a business that's very competitive," said Ted Blank, director of marketing at HCMC. "It's a planned thing and they have the luxury of shopping around."...
Obstetrics doesn't enjoy the fat profit margins of specialties such as orthopedics or heart care. But it makes up the difference in customer loyalty. For many women, it's their first time in a hospital. "If that's not a positive experience, they're not likely to come back," said Meri Beth Kennedy, birthplace director at Fairview Southdale, which redid its maternity wing a year ago....
The marketplace is so competitive that Fairview Southdale has an advisory board made up of women who have given birth there. To read the rest of the article, click here. The article is 4 pages long, so be sure to read the whole thing.
When I was a graduate student, I took the tour of the
new maternity wing and NICU at our large university hospital. Much of the PR material emphasized the maternity wing's hotel-like amenities, such as room service, internet access, and "custom beds" (which are the same kind used in just about every other hospital, the Stryker Adel). I was quite happy to see large whirlpool tubs in every labor room. Waterbirths were allowed, although when I was there none of the midwives or doctors were really doing them. I hope that has since changed. Overall, I was definitely underwhelmed with the multi-million dollar renovation.
What I want in a maternity service isn't the outward signifiers of a home or hotel--spa services or flat screen TVs or beautifully decorated rooms. I want policies that encourage physiological labor and birth, that follow evidence-based practice, and that, most of all, uphold women's autonomy and respect their need for dignity and privacy. The room's decor is largely irrelevant to me. The changes I want to see in maternity rooms cost little or no money, but are probably harder to introduce than the most expensive spa services. Things like
rooms that promote movement and non-supine positions,
policies that follow the best evidence, or nurses and doctors and midwives who are used to seeing women laboring unattached--free from monitors, IVs, and catheters.
In the
Star Tribune article, Jeanette Schwartz, clinical director of Woodwinds, remarked that the new maternity renovations are "about customer service. It's all about giving moms choices in their care."
Really? In a country where
almost 50% of hospitals ban women from having VBACs, where it's unusual to be allowed to labor without constant fetal monitoring or IV access, and where
the majority of women receiving episiotomies were not consulted before they were cut, the rhetoric of "choice" rings hollow. Until I can freely choose those things and more, I will happily forego the "massages, manicures and nicer linens" and stay put in my own house where the
real choices are mine to make.