Market Trends of Postpartum Services Industry
The Medical Treatment Segment is Expected to Hold a Significant Share in the Market Over the Forecast Period
A woman's body goes through many changes after the delivery of a baby. Many physical and mental health changes need medical intervention to treat conditions, such as medical prescription drugs, counseling, medication delivery, and others. Some of the common postpartum conditions include postpartum depression, anxiety, bleeding, lochia, infection in the bladder and uterus, and postpartum thyroiditis, among others.
Research studies demonstrating the high prevalence of various postpartum diseases and conditions that need medical treatment for mitigation propel the segment's growth. The research studies published in the Journal of Preventive Medicine and Public Health in May 2023 reported that the prevalence of postpartum depression significantly varied in the studied population from 2.3% to 22%. The study also suggested that variation depends on factors such as testing procedures, assessment time, cut-off values, and population characteristics. A high prevalence of the problem creates the need for services such as medical counseling, checkups, and medications, propelling the segment's growth.
Research studies highlighting the relationship between health conditions also propel the market segment's growth. For instance, the article published in the Journal of Universal Studies in April 2023 reported that mothers with anemia in pregnancy had around 11,253 times higher risk of postpartum hemorrhage than nonanemic mothers. Such studies demonstrate that there is a high need for services such as medical counseling and awareness services in the country during pregnancy and postpartum treatment services. Hence, they are expected to contribute to the growth of the market segment.
Market players are constantly working on postpartum support services, which is expected to increase the market penetration of the services. For instance, in August 2023, Novant Health launched new services for postpartum depression. The program diligently processed approximately 250 patient referrals, all new mothers hailing from various corners of the Novant Health system. These mothers were identified as potentially struggling with mental health challenges through the Edinburgh Postnatal Depression Scale, a validated screening tool. Therefore, by launching service programs, providers make postpartum care more accessible and comprehensive, attracting new clients and propelling segmental growth.
Additionally, the government organization focuses more on maternal care by providing funding, facilities for midwives, and doula services. For instance, in December 2023, the Centers for Medicare & Medicaid Services (CMS) launched a new Medicaid and Children's Health Insurance Program (CHIP) maternal health model to improve the well-being and health of mothers and their infants. CMS is poised to invest significantly in improving maternal health outcomes and expanding access to care through a new initiative. CMS plans to select up to 15 states to receive up to USD 17 million each to implement a model focused on enhancing maternal health services such as midwives, birth centers, and doula services.
Hence, the high prevalence of various medical conditions such as postpartum depression and postpartum hemorrhage in women, rising funding by the government for maternal health, and service providers focusing on launching new services are expected to drive the growth of the medical treatment segment in the coming years.
North America is Expected to Hold a Significant Market Share Over the Forecast Period
Some of the factors driving market growth in North America include increasing awareness of the importance of postpartum care, the government's rising focus on improving maternal health outcomes, and a rise in postpartum depression (PPD) in the region.
More postpartum depression diagnoses mean more women needing professional help, driving demand for therapy, medication management, and support groups offered through postpartum services. With a growing population affected by postpartum depression, the need for specialized services for mothers with this condition is rising. For instance, postpartum depression affects 13% of all postpartum women, with higher self-reported rates among women of color. Additionally, an article published by the Archives of Women's Mental Health in May 2024 stated that nearly one-quarter (23%) of women in Canada experienced PPD or PPA following childbirth. Thus, with more PPD diagnoses, the demand for specialized services like therapy, medication management, and support groups will rise, further increasing market expansion during the forecast period.
More births directly translate to more new mothers requiring postpartum care. This encompasses a wide range of services that address the physical, emotional, and mental needs of mothers after childbirth. For instance, according to the Centers for Disease Control and Prevention, the number of births in the United States was 3.66 million in 2022. The provisional general fertility rate for the United States in 2022 was 56.1 births per 1,000 women aged 15-44. Therefore, a rising birth rate in the United States fuels the postpartum service market by creating a surge in demand, boosting awareness of these services, and incentivizing market expansion.
Therefore, owing to factors such as growing awareness for postpartum services, the high birth rate in the region, and a rise in postpartum-related medical conditions, the market in North America is expected to witness significant growth.
