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Brief Published: 14 May 2020

Digital Maternal Care Service Supports New Mums


New US service Zaya Care provides mums with 24/7 digital access to midwives and doulas, giving peace of mind and essential healthcare on demand.

Zaya Care offers free online chat support from certified birthing professionals to help new parents with pre- and post-natal health concerns. The service’s expert team is trained to deliver up to 85% of maternal-care needs, including physical and emotional support.

Users can set up an account on the website to access help. The site also features a blog with helpful tips, such as how to be a good birthing partner and ways to prepare for childbirth during Covid-19. The site also offers small group coaching sessions for $20. Additional support, such as virtual consultations, live labour support and – once lockdown is eased – home visits, costs $60 per session.

The number of testers in the New York-based pilot programme quadrupled when Covid-19 was declared a pandemic at the end of March, with many pregnant women having to change their birthing plans. The service launched fully in April, with the team consulting over 400 people in its first week. It’s also collaborating with New York hospitals to help alleviate stress caused by current birthing partner restrictions.

Certified nurse-midwife and Zaya Care consultant Jacklyn Lahav said: “Working with Zaya Care is allowing us to contribute positively to the need for on-demand expert services and create a community where mothers receive the adequate time and in-person attention.”

Becoming a parent is a monumental transition in consumers’ lives. See Nurturing New Parents, part of our Future Consumer Life Cycle series, for more digital and ‘IRL’ (in real life) services catering to the new-parent cohort.