377,852 public UK social media posts and comments from March 2024 to March 2026 formed the basis of an Ipsos Synthesio report published with Sky News on maternity services.
48 narratives emerged from the analysis, with 15 examined in depth; interactions with medical staff were the biggest theme, appearing in 37.2% of online publications.
47% of discussions were predominantly negative, driven by baby loss, miscarriages, medical complications and concerns about care quality and patient safety, while 21% were positive.
Responsive communication, continuity of care and having concerns acknowledged were linked to better experiences; poorer accounts often pointed to unresponsive interactions and an under-resourced system.
Sky News said the social-listening study adds a broad snapshot to its wider investigation, alongside surveys, official maternity statistics, CQC data and video testimonies from women.
Amidst widespread complaints, what are the secrets behind the 21% of positive UK maternity experiences?
AI has exposed a crisis in UK maternity care, but can this same technology now help to fix it?
As migrant mothers face severe risks, will the UK prioritize health over immigration status in maternity wards?