Targeting Midwives in the US

Midwives are one of the fastest-growing and highest-trust maternal-health audiences in the US. There are more than 13,000 Certified Nurse-Midwives and Certified Midwives, they attend roughly one in eight births, and their numbers keep climbing as more families choose Midwife-led care. As maternity care deserts spread across more than a third of US counties, Midwives increasingly hold the prenatal-to-postpartum relationship that once sat only with physicians. Our HCP Targeting is audience-based, not Contextual, so we reach the Midwife as a clinician and as a person, wherever they browse: news, finance, technology, sport, travel, food, lifestyle and health content alike. That is broader reach across brand-safe, premium inventory, through Programmatic and Managed Campaigns, in the US.

HCP Targeting with USA Flag & Stethoscope

Our HCP Targeting (including this Midwife Targeting Segment) is available in the USA only, delivered with geo-targeting to the United States.

Need to reach HCP audiences based outside the US? It’s harder, but we’ve had success targeting them through Clinical Websites and Contextual Targeting.

The Midwife Audience

There are more than 13,000 Certified Nurse-Midwives and Certified Midwives practicing across the US, and Midwives are the clinicians who walk with families through Pregnancy, Labor and Delivery, and the weeks that follow. They own one of the highest-touch, highest-trust relationships in Healthcare: months of Prenatal visits, the birth itself, and Postpartum and newborn care, with more time per patient than a busy physician practice can offer. That combination of frequency, trust and influence makes them a high-value audience for Pharmaceutical, Consumer Health, Medical Device and Healthcare Technology brands. Midwives practice across hospitals, freestanding Birth Centers and home births, and in many states they are autonomous, prescribing clinicians who own the care plan. The context makes this audience even more valuable, and harder to reach. More than a third of US counties are maternity care deserts, millions of women live with no or limited maternity care, and Midwives are increasingly the professionals filling that gap.

Why Advertise to Midwives

Midwives sit at the center of a distinct, high-value prescribing and product market built around Pregnancy, Birth and the Postpartum period. On the drug side they recommend and, in many states, prescribe Prenatal Vitamins and Folic Acid, Iron and nutritional supplements, Contraception, treatments for Nausea and Vomiting of Pregnancy, RhoGAM for Rh-negative mothers, Group B Strep prophylaxis, labor support agents like Oxytocin, and Postpartum care including Hemorrhage management and Lactation support. On the product and device side they drive demand for Prenatal and Genetic Screening, handheld Dopplers and Fetal Monitoring, Birth Center and home-birth equipment, breast pumps and Lactation aids, and the maternity and newborn Consumer Health brands families trust on a Midwife recommendation. Their influence reaches well beyond a single birth. Midwives are the trusted guide families follow through one of the most important episodes of their lives, they shape purchasing in Birth Centers and hospital maternity units, and their recommendations carry unusual weight with expectant parents.

Take an “Always On” Strategy for Targeting Midwives

Midwife TargetingMidwives are one of the least predictable audiences in medicine to reach: they work around the clock, on call for deliveries at any hour, moving between clinic, the operating room and Labor and Delivery. You can rarely predict when one is online, whether it is between patients, after a delivery or on a weekend.

That is why we recommend an Always On strategy for an audience like this: run the campaign 24/7, 365 days a year so you reach Midwives whenever they surface, not just in a short burst. Continuous delivery builds reach and frequency over time, so you are already in front of them by the time your message matters most.

An Always On budget goes further with an Omnichannel approach. Rather than betting on one screen, you reach Midwives across the whole day: on their phone between patients, through a podcast in the car, on the office desktop between cases, and on Connected TV while they unwind at home. Same audience, more moments, more chances for your message to land.

Activating a Midwife Audience with our HCP Targeting

Activating a Midwife audience with our HCP Targeting is quick and simple. Choose the campaign activation setup that suits your team: run it yourself programmatically, or hand the whole campaign setup and management to our team.

Programmatic Activation

DSP Agnostic, we package our Midwife HCP audience segments as a Deal ID / PMP, so your own media traders can activate them in your own Programmatic workflow, retaining full control over campaign budget, creative, optimization and performance. Setup time frame is usually same day / next day for HCP Campaigns.

Managed Campaign Activation

Prefer us to run your HCP Campaigns? Our Expert Managed Campaign team plans, builds, manages and optimizes your Midwife campaign end to end across premium, brand-safe inventory. HCP Managed Campaigns typically take 5 to 7 working days to go live, from the initial discussion through Insertion Order and reporting setup.

Healthy Ads’ HCP Targeting

Healthy Ads’ HCP Targeting draws on multiple data partnerships to reach verified healthcare professionals at scale. Our partners hold audited, NPI-level records of US clinicians and resolve each one to their digital identities across devices, so your ads match real specialists like Midwives. The data is privacy-safe and de-identified, and your campaigns run on premium, brand-safe inventory.

Health Targeting is in our DNA

Since 2012, Healthy Ads has been the leader in Health Advertising, delivering Health Targeting across premium publisher content in Real Time. From OTC and Prescription (Rx) brands to B2B, we serve every kind of health advertiser. However you need to reach your audience, we have industry-leading advertising solutions to cover your health campaigns: Contextual Targeting, HCP Targeting, Website Category Targeting and Retargeting.

Related HCP Audiences

Midwives rarely work alone. They coordinate care across the whole maternity journey, from pregnancy and delivery to the newborn and the wider women’s health team. If you are targeting Midwives, these related HCP audiences are worth reaching too.

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Gynecologists Targeting

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To activate a HCP Targeting campaign for Midwives or any other medical professionals, download our Media Kit or contact our team to get started. We’ll help you plan the audience, channels and Always On strategy.

Frequently Asked Questions (FAQs)

A Midwife is a trained clinician who provides care through Pregnancy, Labor, Delivery and the Postpartum period, along with newborn care and well-woman services like Contraception and screening. In the US most are Certified Nurse-Midwives (CNMs), with Certified Midwives (CMs) and Certified Professional Midwives (CPMs) also in practice. Midwives care for low-risk pregnancies and work alongside Obstetricians when higher-risk care is needed.

There are more than 13,000 Certified Nurse-Midwives and Certified Midwives in the US, and the profession is growing steadily. Midwives now attend roughly one in eight births, and demand is rising as maternity care deserts spread and more families choose Midwife-led care. That makes Midwives a growing, high-trust and increasingly hard-to-reach audience.

Midwives care for patients across the whole maternity journey. That includes Prenatal care and education, monitoring pregnancy and screening for complications, supporting Labor and Delivery in hospitals, Birth Centers and homes, Postpartum and newborn care, and Lactation support. Many also provide well-woman care such as Contraception, screening and menopause support. When a pregnancy becomes high-risk, Midwives refer to or co-manage with an Obstetrician.

Both care for patients through pregnancy and birth, but their focus differs. Midwives specialize in low-risk, physiologic pregnancy and birth, offering more time, education and continuity of care. Obstetricians are physicians trained to manage high-risk pregnancies and perform surgery, including C-sections. The two often work together, with Midwives leading routine care and bringing in an Obstetrician when complications arise.

We package Midwives as an audience segment you can activate through HCP Targeting. It is audience-based, not Contextual, so your ads follow verified Midwives across premium, brand-safe inventory wherever they browse, delivered Programmatically as a Deal ID or PMP, or run for you as a Managed Campaign.

Everywhere they spend time online, not just on medical sites. Because our targeting is audience-based, your ads reach Midwives across news, finance, technology, sport, travel, food, lifestyle and health content, and across devices, from mobile and desktop to Connected TV.

Our HCP Targeting is available in the USA only, delivered with geo-targeting to the United States. To reach Midwives or other Healthcare Professionals based outside the US, we use Clinical Websites and Contextual Targeting instead.

HCP Targeting is advertising that reaches Healthcare Professionals as an audience, wherever they browse, rather than by the page they are on. It uses privacy-safe, de-identified data to match verified clinicians like Midwives, so your message reaches the right people across brand-safe, premium inventory.

Yes. Our HCP Targeting uses privacy-safe, de-identified data from audited partners, with no personal health information exposed. Clinicians are matched at the audience level and campaigns run on premium, brand-safe inventory.

We can target a wide range of Healthcare Professionals, from Primary Care through to specialists. Explore the full list on our Targeting Health Care Professionals page.

Last Updated: 12-Jul-2026