Targeting Obstetricians in the US

Obstetricians are one of the highest-value and most urgent physician audiences to reach in medicine. There are about 49,000 Obstetrician-Gynecologists in the US, and the obstetric workforce is in crisis: more than a third of US counties are now maternity care deserts and hundreds of hospitals have closed their Labor and Delivery units. Our HCP Targeting is audience-based, not Contextual, so we reach the Obstetrician 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 Obstetrician 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 Obstetrician Audience

There are about 49,000 Obstetrician-Gynecologists in the US, and Obstetricians are the physicians who guide patients through Pregnancy, Labor and Delivery. They own one of the highest-stakes, highest-touch relationships in medicine: months of Prenatal visits, the delivery itself, and Postpartum care, for millions of births a year. That combination of frequency, trust and clinical stakes makes them one of the highest-value audiences for Pharmaceutical, Medical Device and Healthcare Technology advertisers. The specialty also runs deep on the high-risk side through Maternal-Fetal Medicine, the subspecialty that manages complicated and high-risk pregnancies, alongside general Obstetrics, Labor and Delivery and Postpartum care.

The context makes this audience even more valuable, and harder to reach. More than a third of US counties are maternity care deserts, over 5.5 million women live with no or limited maternity care, and more than 500 hospitals closed their Obstetric units between 2010 and 2022. The American College of Obstetricians and Gynecologists (ACOG) represents more than 60,000 members, and OB/GYN supply is projected to fall short by nearly 10,000 by 2037.

Obstetricians work across more settings than most people realize. You will find them in Hospital Labor and Delivery units, in private Obstetrics and Women’s Health practices, in Maternal-Fetal Medicine and high-risk clinics, in Birthing Centers, in Academic Medical Centers, and increasingly supported by Telehealth for Prenatal care. Where an Obstetrician practices shapes their formularies, their device preferences and the products they reach for, so the setting matters as much as the specialty.

Why Advertise to Obstetricians

Obstetricians sit on top of a distinct, high-value prescribing and device market built around Pregnancy and Delivery. On the drug side they choose and manage Prenatal Vitamins and Folic Acid, RhoGAM for Rh-negative mothers, treatments for Gestational Diabetes and Preeclampsia, Progesterone for preterm birth prevention, Tocolytics and Labor Induction agents like Oxytocin, Antenatal Corticosteroids, therapies for Nausea and Vomiting of Pregnancy, and Postpartum care including Hemorrhage management. On the device and technology side they drive demand for Obstetric Ultrasound, Fetal Monitoring, Prenatal and Genetic Screening, and the Labor and Delivery equipment used in every birth.

Their influence reaches well beyond a single pregnancy. Obstetricians are the trusted guide patients follow through one of the most important episodes of their lives, and they shape hospital and health-system formularies, sit on the committees that approve Labor and Delivery devices and technology, and set the protocols that Nurses, Midwives and the wider maternity team follow. Because so much of maternity care runs on their protocols and product choices, winning the Obstetrician has a direct hand in what gets used across the birth.

Training and education are a market of their own. Obstetricians complete a four-year Obstetrics and Gynecology residency after medical school, are board-certified through the American Board of Obstetrics and Gynecology, and many subspecialize further in Maternal-Fetal Medicine for high-risk pregnancies, all with ongoing CME. Obstetrics also runs one of the busiest congress calendars in medicine, led by the ACOG Annual Clinical and Scientific Meeting and the Society for Maternal-Fetal Medicine (SMFM) Annual Meeting, alongside surgical and simulation training year-round. Together, that makes them a high-value audience for Pharmaceutical, Medical Device and Medical Education advertisers, as well as the medical conferences and congresses working to drive attendance.

Take an “Always On” Strategy for Targeting Obstetricians

Obstetricians Targeting - DeliveryObstetricians 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 Obstetricians 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 Obstetricians 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 an Obstetrician Audience with our HCP Targeting

Activating an Obstetrician 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 Obstetrician 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 Obstetrician 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.

HealthyAds’ HCP Targeting

HealthyAds’ 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 Obstetricians. 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

Obstetricians 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 Obstetricians, these related HCP audiences are worth reaching too.

Cardiologists Targeting

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Pediatricians Targeting

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Dermatologists Targeting

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Gynecologists Targeting

Gynecologists Targeting | Gynecology | Medical Practice | HCP Targeting | Health Care Professional Targeting

Anesthesiologists Targeting

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General Practitioners Targeting

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Oncologists Targeting

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Endocrinologists Targeting

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To activate a HCP Targeting campaign for Obstetricians 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)

An Obstetrician is a physician who specializes in Pregnancy, Labor, Delivery and the Postpartum period. Most train as Obstetrician-Gynecologists (OB/GYNs), and they provide Prenatal care, manage complications, deliver babies and care for mothers after birth. Those who focus on high-risk pregnancies subspecialize in Maternal-Fetal Medicine.

There are about 49,000 Obstetrician-Gynecologists in the US, but access is under severe strain: more than a third of US counties are maternity care deserts and OB/GYN supply is projected to fall short by nearly 10,000 by 2037. That makes Obstetricians a high-value and increasingly hard-to-reach audience.

Obstetricians care for patients through the whole maternity journey. That includes Prenatal care and screening, managing conditions like Gestational Diabetes and Preeclampsia, Labor and Delivery including C-sections, and Postpartum care. Maternal-Fetal Medicine specialists manage the most complex, high-risk pregnancies.

The two overlap and most physicians train in both as Obstetrician-Gynecologists. Obstetrics focuses on Pregnancy, Labor and Delivery, while Gynecology focuses on the reproductive and pelvic health of women outside of pregnancy. A physician may practice both, or focus on one.

We package Obstetricians as an audience segment you can activate through HCP Targeting. It is audience-based, not Contextual, so your ads follow verified Obstetricians 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 Obstetricians 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 Obstetricians 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 Obstetricians, 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: 10-Jul-2026