Motherhood
AI solution supports maternal and postpartum wellness journey

Femtech Willow Innovations has announced a new feature now available in the Willow App called Ema, the first conversational AI tool designed by mothers for mothers to provide fast, accurate, and empathetic maternal health support.
Ema is clinically trained in women’s health to offer mothers contextual and holistic guidance — from pumping and feeding to postpartum recovery and maternal mental health.
“New mothers don’t have enough support – for their feeding and parenting journey, or in their postpartum care. We’re thrilled to partner with Ema to offer moms personalised information along this journey,” ” said Sarah O’Leary, CEO of Willow.
“AI tools, when implemented thoughtfully, can help close gaps in delivering personalised guidance at an efficient scale and I’m excited about the impact Ema can have on the wellbeing of mothers in our Willow community.”
Whether it’s a question about breastfeeding or navigating postpartum challenges, mothers can conversationally interact with Ema.
The HIPPA-secure tool draws from a comprehensive, proprietary database of expert-backed content to provide trusted information and answers to the questions mothers have during their early parenthood journey.
“We are thrilled to integrate our conversational AI platform into the Willow App and leverage the power of advanced technology to meet women where they are with the information they need,” said Amanda Ducach, founder of Ema.
“Ema and Willow have a shared mission to make lasting improvements in women’s health and we built a one-of-a-kind solution that addresses the unique challenges mothers face regularly. Our partnership represents a critical advancement for today’s mothers and demonstrates how responsible AI can improve the maternal care experience.”
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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