In this paper we present findings from an in-depth, theoretically-driven, evaluation of a technological innovation designed to address this need. The study sought to explore parent and professional views of the impact of the technology, which transmits real-time images of the baby via a webcam from the NNU to the mother’s bedside in the post-natal care environment. | Transition to parenthood in the neonatal care unit: A qualitative study and conceptual model designed to illuminate parent and professional views of the impact of webcam technology