A woman expecting a child is on a path to a new beginning. First, there is the anticipation of welcoming a new baby into the world. It is also typically the beginning of a new patient-physician relationship. Ascension sought to establish trusted, long-term relationships with expectant mothers and their families by demonstrating compassionate care through listening and respecting a woman’s wants. Our messaging centered around giving expectant mothers a comfortable experience, allowing Ascension to provide what’s best for her and her baby.