National survey of 1,100 women shows patients actively seeking alternatives across all demographics, with Gen Z leading shift poised to redefine provider choice, loyalty, and market share.
NEW YORK, Dec. 9, 2025 /PRNewswire-PRWeb/ -- Oula, a maternity and gynecology care practice, today released "The Experience Gap: Why Women Are Seeking Alternatives to Traditional Maternity Care," a national survey report revealing that women are rapidly moving away from traditional hospital maternity care. The survey of 1,100 women across 12 geographically diverse metro markets found only 66% of recent moms saw an OB-GYN exclusively, a 9-point decrease in just two years*.
While 81% of recent moms delivered in traditional hospital units, only 68% of future moms plan to, The report reveals that nearly one in four women who recently gave birth reported being dismissed, assumed about, or discriminated against by their maternity care provider, driving patients to actively seek alternatives regardless of geography, race, or insurance type. This finding aligns with CDC data showing that one in five women reports mistreatment during pregnancy and delivery care, with rates climbing to one in three among women of color.*
"For decades, we've seen the data on how maternity patients are underserved and overlooked. What's new is the rapid market shift we're witnessing as a result," said Adrianne Nickerson, CEO at Oula. "Women are making it crystal clear: if providers don't listen and adapt, they will lose patients, revenue, and long-term loyalty."
The data shows patients aren't just dissatisfied—they're taking action. Twenty-seven percent now choose collaborative care models integrating both midwives and obstetricians, reflecting a desire for personalized, comprehensive treatment.
Interest in ancillary services is strong and growing—many mothers would have used more postpartum resources if they'd been available. About 1 in 5 women are willing to self-pay for lactation consulting and birth planning, and 1 in 6 for pelvic floor therapy, with particularly strong interest among older respondents. This willingness to pay out of pocket signals significant unmet demand, especially given that most of these services aren't covered by insurance despite demonstrated outcomes; for example, women who received pelvic floor therapy had a 39% lower chance of needing prolapse surgery or hospital-based treatment over 11 years compared to those who didn't.
The trend accelerates sharply with younger patients who represent the future of the maternity care market. Women ages 18-24 gave providers the lowest Net Promoter Scores and reported the highest rates of feeling dismissed by healthcare teams. These digital-native patients expect seamless access, comprehensive services, and respectful communication.
"Healthcare leaders often talk about patient-centered care, but the data show just how hard it is to deliver on what women want," added Dr. Ila Dayananda, MD, MPH, Oula Chief Clinical Officer. "Meanwhile, burnout among providers themselves tells the other side of this story, with one in two obstetricians reporting feelings of burnout; collaborative and alternative care models may be better for everyone."
The survey found this shift extends beyond maternity care into gynecology, where women are demanding dramatically expanded services. Thirty-seven percent want mental health integration, 35% seek sexual health services, 27% need same-day or next-day urgent access, and 26% want contraception counseling.
Critically, these findings span all different types of patients. The survey shows dissatisfaction and demand for alternatives cutting across geography, racial demographics, and payer types, including Medicaid patients, indicating a systemic failure affecting the entire maternity care market.
"This data should be a signal for every healthcare executive, hospital administrator, and policymaker," said Nickerson. "Women are voting with their feet and their wallets. The systems that flourish will be those that commit to hearing women, expanding access to diverse care models, delivering equitable treatment across all demographics, and providing the comprehensive, respectful care patients are demanding."
The full survey report is available at: https://oulahealth.com/2025report/
About Oula
Founded in 2019, Oula is a collaborative maternity care practice that brings together midwives, OB-GYNs, and care navigators to provide comprehensive care before, during, and after pregnancy. The practice delivers a full range of clinical services — preconception counseling, pregnancy care, hospital birth, postpartum support, and ongoing gynecology care — complemented by 24/7 care navigation, virtual support, educational resources, and expert-led workshops.
Oula's team-based model emphasizes shared decision-making and personalized, whole-person care, consistently achieving outcomes that exceed national benchmarks: fewer cesarean births, lower preterm birth rates, higher VBAC success, and an average NPS of 90+. They accept most major insurances, including Medicaid, and serve patients across New York and Connecticut, with continued expansion underway.
Media Contact
Nicole Daley, Oula Health, 1 4154088664, [email protected], https://oulahealth.com
SOURCE Oula Health
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