In addition to the effect this may have on the woman, this could damage staff morale and is a serious challenge to recruitment and retention of midwives whose primary professional motivation is to care for women22. Looking to the maternity service of 2020, it is likely that the number of women with complex medical and obstetric conditions will continue to rise. As midwives will continue to coordinate care for all women, whether or not they have straightforward pregnancies, it will be essential for them to develop the skills to engage with women in encouraging healthy lifestyles, and also working across health and social care services to support vulnerable women.
