It’s time to take a more human-centric, empathetic, and journey-based look at maternal health, – and realize that rather than just a clinical journey, it’s a consumer journey that should put mom at the center. As digitally-native women and support partners will shortly become the sole population giving birth in this country, the healthcare community has an opportunity to innovate not only the type of content that is provided, but the methods, and channels of delivery. Let’s become unafraid to challenge existing clinical conventions, and shepherd women to safer, happier pregnancies and birth.