With Midwife promoting Japan’s reproductive wellness through online counseling

In Japan, midwives are usually solely based in hospitals, so women can easily lose touch with them after childbirth. This also means that although midwives are equipped with extensive knowledge about postnatal care, they can’t fully offer their support in that area.

A platform that makes access to midwives easier

With Midwife is an Osaka-based company that connects midwives with those in need of their help. The company runs a community website, Meets the Midwife, to help women reach out to midwives more easily. Using this website, women can easily find a midwife who caters to a range of needs, including breastfeeding, pelvic floor therapy and emotional care. Counseling can be done online, making communication easy for those with newborns.

With Midwife is also committed to raising awareness of women’s reproductive health more widely. The company provides support to corporate customers. In July, With Midwife partnered with Japanese construction company Takenaka Corporation to provide personalized counseling to employees on Zoom or via email, as an ongoing benefit. Consultation fees are covered by the company, and about 13,300 employees can benefit from this service. Employees can seek advice from midwives on extensive topics related to reproductive wellness and child care. They can also choose to ask for help anonymously, which makes it easier for them to open up about personal experiences.

With Midwife eager to reach out to all in need of help

People go through pregnancy with different circumstances and struggles. According to a report by the National Institute of Population and Social Security Research in 2015, one-third of couples in Japan have trouble with conception. With Midwife CEO Mizuki Kishihata says that she’s committed to extending support to everyone in need, including those who have experienced loss in pregnancy or childbirth. Being a midwife herself, Kishihata explains that midwives go through the joy and struggle of pregnancy with patients. Therefore, they know how to connect with the parent-to-be and create a trustful relationship.

The company is motivated by the idea of fostering a healthy work environment for everyone, regardless of gender. This is in line with the goal 5 of the SDGs, which is to achieve gender equality. When offering support to corporate customers, Kishihata was pleasantly surprised that male employees also reached out for help. For example, some try to learn about fertility treatment and child development. With the realization that men also need support in family planning and the fatherhood journey, Kishihata plans to design more inclusive frameworks in the future.