Pregnant women’s criteria for selecting obstetric care providers

Introduction Recent health system reforms in the Republic of Moldova have given pregnant women greater choice in selecting a maternity facility for childbirth. This study aimed to examine women’s views on the selection of obstetric care providers, identify key decision-making criteria, and develop recommendations for targeted marketing strategies in maternity care. Materials and Methods A quantitative cross-sectional study was conducted among 533 pregnant women recruited using non-probability convenience sampling. A study-specific structured questionnaire was administered both online and in paper format through healthcare institutions. Statistical analyses were performed using SPSS and Microsoft Excel to identify and quantify the factors influencing the selection of obstetric care providers and maternity facilities. Results The choice of maternity facility was influenced by a combination of medical, socioeconomic, institutional, and individual factors. The criteria most frequently rated as highly important were the professional competence of medical staff (84.8%; 95% CI: 81.49–88.12), the availability of modern medical equipment (70.8%; 95% CI: 66.22–75.38), and adherence to appropriate hygiene standards in the maternity ward (64.0%; 95% CI: 58.91–69.09). Conclusions The choice of maternity facility is a complex decision-making process, shaped by careful evaluation of prior experiences, institutional reputation, the professionalism of medical personnel, available facilities and services, and access to up-to-date information.