Why Victoria is allowing midwives assist expecting mothers in private hospitals
In an attempt to allow pregnant women continuity during the childbirth process, Victoria will begin a trial for expecting mums, allowing them to bring their own private midwives into public hospitals.
The program is set to take place at Monash Health and Northern Health in Melbourne, as women currently aren’t able to have a private midwife present at public hospitals during birth. Following the trial, the Victorian Government will examine how the plan can be expanded throughout the state.
The Government has provided $90,000 in funding to the pilot program, which will still fall under Medicare, thus allowing expecting mothers to claim the services of their midwife under private health insurance.
According to Health Minister Jill Hennessy, about 1,000 families signed up for the trial once it was introduced, and an unlimited number of women are allowed to take part in it. With approximately 70,000 babies being born each year in Victoria, options and stability of care are very important factors.
“It means women can have continuity of care, they can have the same midwife that they start their pregnancy journey with right through to the end of that birthing process,” said Hennessy. “Pregnancy and birthing can be scary, and this initiative means women will be able to have the same midwife from the start of their pregnancy, through to birth, and weeks beyond.
“What the pilot is really doing is helping Monash Helath and Northern Health with some of the administrative and credential checking processes. We want to encourage as many women who want to participate in this pilot as possible.”
Amobee Appoints Nick Brien As CEO
In its latest strategic move, Amobee—a global multimedia advertising leader—announced that Nick Brien will be its Chief Executive Officer. The company is entirely owned by Singtel, Asia’s leading communications technology organisation, which provides consumers with mobile, broadband, and TV and businesses with data hosting, cloud, network infrastructure, analytics, and cybersecurity tools.
Brien, who has worked for Microsoft, Intel, P&G, and American Express, will take over to drive the next generation of advertising tech. Said Evangelos Simoudis, Chairman of the Board of Amobee: ‘Nick has the deep expertise in advertising that we need to seize the market opportunities ahead’.
How Did Brien Get Here?
Before joining Amobee, Brien led 15,000 people across 40 divisions as CEO of the Americas for Dentsu International. For thirty years, he’s helped brands pilot unique advertisements, keeping up with the latest trends. He’s served as CEO of McCann Worldgroup, global CEO of IPG Mediabrands, President of Hearst Marketing Services, and CEO of iCrossing. Over the course of his career, he’s consistently strategised how to keep up with digital shifts. Now, he’ll capitalise on Amobee’s legions of experienced data scientists and developers.
‘I’m excited to be joining Amobee at such a transformative time in our industry’, Brien explained. ‘We’ll pilot advertising accountability and intelligent decisioning. And there’s no doubt in my mind that optimising media performance—whether you’re targeting, planning, buying, or delivering—can only be achieved using applied science, machine learning, and data analytics’.
What Does This Mean for Amobee?
Amobee is set on growing its personal brand within the advertising sector. As APAC social media influencers, Gen Z growth hackers, and viral content producers start to enter the field, established companies will be working doubly hard to keep up. Amobee, however, is still looking good. With a Gartner Magic Quadrant for Ad Tech, a Forrester New Wave recognition, and now, Nick Brien as CEO, the firm is set up for success.