How digital technologies can address expectant mothers’ concerns during the COVID-19 pandemic

Anxiety among new and expectant mothers is a commonplace and complicated issue under normal circumstances, so the global crisis we are experiencing has provided an unparalleled amount of worry, confusion, and distress. A study from Ipsos and Reach sponsored by HP’s Population Health leadership analyzes what is at play and how new technology could provide assurance to mothers while also monitoring the health of their new family.

Expectant and new mothers are urgently seeking consistent answers related to the impact of COVID-19 on their wellbeing. This quest for reliable information has shone a light on the potential for digital technologies to help connect, advise, and reassure new and expectant mothers. Reach, a global public health thought leadership group and Ipsos’ UK Healthcare team have been working together to understand more on the topic of Maternal Mortality Prevention.

In April 2020, through a qualitative analysis of more than 1,500 posts in discussions over a three-to-four-week period on UK-based Mumsnet Forum, Ipsos, and Reach found that many expectant mothers are uncertain as to how to interpret social distancing guidelines and protect themselves and their babies.

“The most significant finding was the sheer confusion present right now, and the anxiety this is causing expectant mothers,” says Reena Sangar, Global Head of Digital & Connected Health at Ipsos. “These women are pregnant and feel more vulnerable than usual. In the midst of a global pandemic, there seems to be an even greater need for support and advice from professionals.”

The number of individuals infected by the coronavirus continues to rise. (WHO 2020) Holly Exton-Smith, Research Executive at Ipsos, has found that the women engaged in this virtual community are looking for help, having found “no clear answer with information coming from different sources.”

Rising concerns

While researchers continue to gather information on the new virus, data is scarce. Ipsos analysis shows expectant mothers at various stages of their pregnancies seek clarity on social distancing guidelines that apply to their condition, and the risks posed by being in public. As a result, this group is increasingly more anxious and panicked about the future.

Posts on the Mumsnet Forum indicate that expectant mothers are unsure about the effect of the pandemic on their professional and personal lives. Many are concerned about leaving the safety of their homes, having food and household essentials ready for the baby’s arrival, and accessing healthcare. They are worried about catching the virus while pregnant and about giving birth in the next few months when the spread is predicted to be at its peak. Some mothers also wonder if they are at risk of contracting the virus through their young children, who may have been exposed to the virus but not present symptoms.

Several factors are at play, making it a stressful time for expectant and new mothers. The Ipsos study identified these concerns among expectant mothers online:

Social support

Pregnant and postpartum women feel challenged on meeting basic needs such as food, household essentials, and items for their babies. Over time, expectant mothers have seen lockdown policies tighten and, in response, they are stockpiling essential foods and medicines, proactively futureproofing their homes. Limited access to family and friends—a common support network for expectant mothers—has caused feelings of isolation and anxiety. Many have turned to online communities to share experiences and find support.

Practical issues such as access to food, medicine, and resources that impact maternal health, delivery, and care, including mental health, are also concerns.

Pregnancy and postpartum care

The need for support also extends to the baby’s arrival. Social isolation measures cause worry among expectant mothers about having to go through the process and experience alone.

Hospital guidelines vary, but in most cases limit the number of individuals in contact during antenatal care and during birth. Pregnant women are increasingly concerned about their safety in the hospital and the type of care and treatment they will receive during delivery. Plus, different hospitals are taking different approaches depending on the situation, which definitely adds to the confusion.

“For new mothers, it is a lonely and isolating time and if you cannot congregate that’s even tougher,” says Maria Schneider, Portfolio Leader at Rabin Martin, a global health strategy firm supporting mother and well-baby programs. “So, we’re really concerned about stress and anxiety.”

Maternal mortality and morbidity are on the rise in the US. An overlooked period is when women return home and they don’t know if what they’re feeling is normal, and they’re reluctant to potentially seek help. Are women going to be less likely to go to a clinic or the hospital because of a fear of getting infected with the coronavirus?”

Employment and income

Making a choice between safety and financial wellness is particularly felt by expectant mothers. The financial ramifications and access to maternity leave spur many questions among those engaged in the forum. Continuing to work for financial reasons while being safe has become a precarious balance for this group.

Thomas Atkinson, Senior Research Executive at Ipsos, explains the point of view of healthcare workers who participated in the forums: “Protecting the baby was the priority, even if it went against the almost moral compass to help others. That creates an anxiety in and of itself because there’s this kind of split between what they want to do versus what they need to do for the baby.”

Bridging the gap

Digital technologies can play a crucial role as expectant and postpartum mothers grapple with this new reality. There are clear benefits for this group around telemedicine, remote care, and most importantly, adding a human element to online support.

“It would be ideal for remote monitoring devices such as fetal dopplers and blood pressure monitors to be sent home with expectant mothers to track vitals and metrics and make sure they’re doing fine. If they are not, lower-risk placement in a clinic would be the call of the hour during a period such as this,” says Sangar.

Some women are already experiencing the advantages of telemedicine and remote care options. These alternatives are helping to keep many women safe and healthy during pregnancy and postpartum. However, other women are not aware of these options and whether they could be available to them.

There is a need for more education among providers and expecting families. Today’s digital health programs such as WONDER are already providing physicians and expectant mothers solutions for staying connected with their providers, and keeping both informed, alleviating risks

It is clear that technology platforms with easy access to information offer one way to gather data and address this group’s worries.

Digital support and a familiar face

Information can be provided through videos from trusted experts that can allay fears and answer questions. Adding a human element to online support is an important aspect of this. The value and efficacy of remote care systems have been proven across a variety of therapeutic areas, including maternal mortality prevention. These positive results are what have driven institutions and even governments to deploy such programs on a national scale. The deployment of telehealth programs, as an example, has been deemed a key strategy in containing and preventing the spread of COVID-19.

Under normal circumstances, pregnant women are reassured of their baby’s health by having regular check-ups with a familiar face. So, interacting with a physician through telemedicine can go a long way toward reassuring them about continuity of care following birth. Additionally, monitoring mothers’ health in the weeks leading up to delivery and 90 days postpartum are imperative.

The indicators of at-risk health of the mother become more prevalent six to eight weeks prior to delivery and during the weeks following labor. Monitoring the mother’s vital signs, such as blood pressure, can help in identifying risk earlier. In the absence of regular in-clinic check-ups, remote monitoring provides a safe, cost-effective way to help promote maternal health.  

The fact that expectant mothers are online researching information and staying connected with family and friends is a healthy indication that they are likely ready for these new applications of medical technology. Listening to what women want and need is key—and providing them with viable solutions is the best possible response.