Maternal health PR builds visibility for products and services that serve pregnant women and new mothers, and it works only when clinical credibility comes first. The CDC's National Center for Health Statistics reported a 2024 U.S. maternal mortality rate of 17.9 deaths per 100,000 live births, with 649 maternal deaths. Brands in this field should back every claim with named clinical experts.
This post is part of my healthcare PR guide, which lists every healthcare post on this site.
What do CDC numbers say about maternal health in 2024?
The CDC reported a 2024 U.S. maternal mortality rate of 17.9 deaths per 100,000 live births, which was not significantly lower than the 18.6 reported for 2023. In 2024, 649 women died of maternal causes in the United States, compared with 669 in 2023, according to NCHS Health E-Stat 113, published in March 2026.
The rate varies sharply by age and by race and Hispanic origin. The CDC reported that the rate for Black women was significantly higher than the rates for White, Hispanic and Asian women.
| Group | Maternal deaths per 100,000 live births, 2024 |
|---|---|
| All women | 17.9 |
| Under age 25 | 13.7 |
| Ages 25 to 39 | 16.5 |
| Age 40 and older | 62.3 |
| Black women | 44.8 |
| White women | 14.2 |
| Hispanic women | 12.1 |
| Asian women | 18.1 |
Source: CDC National Center for Health Statistics, Health E-Stat 113, March 2026.
A brand's audience is therefore not uniform. Messaging that treats every expectant mother as facing the same risks will be wrong for many of the people it reaches.
Why does clinical credibility come first in maternal health PR?
Clinical credibility comes first because claims about pregnancy, birth and recovery are health claims, and reporters and readers treat them that way. A product page that says a cream, supplement or device helps with recovery needs clinical evidence behind it. Health claims in advertising are regulated, so counsel should review the wording.
Named clinicians do two jobs. They give a reporter a source who can be quoted, and they give the brand a reviewer who can say which claims the evidence supports. The relationship should be disclosed whenever the clinician is paid or advises the company.
A statistic needs the same care. A figure should name its source, its year and its unit, for example 17.9 deaths per 100,000 live births in 2024 according to the CDC.
How should a maternal health brand talk about risk?
A maternal health brand should talk about risk by citing the source and the year and by never implying that its product prevents a death unless the evidence supports that claim. The table below contrasts wording I would use with wording I would avoid.
| Say | Avoid |
|---|---|
| The CDC reported 17.9 maternal deaths per 100,000 live births in 2024. | Mothers are dying, and our product can help. |
| A named OB-GYN and a certified lactation consultant reviewed this guide. | Doctor approved, with no name given. |
| This story is shared with the mother's permission and was reviewed by her before publication. | An anonymous composite story presented as real. |
The reasons are practical. Fear-based copy invites criticism from clinicians, and an unnamed endorsement gives a reporter nothing to verify.
What should a maternal health PR plan include?
A maternal health PR plan should include clinical advisors, a source file, a consent process and a corrections policy. Five steps put that into practice.
- Recruit named clinical advisors, such as an OB-GYN, a midwife or a lactation consultant, and disclose any payment.
- Keep a source file with the title, year and link for every statistic the brand uses.
- Set a consent and review process for personal stories, including the right to withdraw a story.
- Publish a corrections policy and follow it whenever a figure or claim is challenged.
- Ask ChatGPT, Gemini and Google's AI Overviews which products help with postpartum recovery, then record whether your brand is named, which source is cited and whether the answer matches clinical guidance. The GEO agency guide explains what to look for.
Creator programs are common in this category, and the influencer marketing guide covers disclosure rules. The parenting brand PR guide covers how family audiences decide, and the crisis statement template shows how to structure a statement if a product is challenged.
Maternal health brands can see 5W's maternal health PR practice.
The through-line is that in maternal health the evidence is the message. Name the clinicians, cite the source and year, and get consent before telling anyone's story.
Frequently asked questions
What is maternal health PR?
Maternal health PR is the work of building visibility for products and services that serve pregnant women and new mothers. It combines media relations, clinical credibility and consented personal stories.
What is the U.S. maternal mortality rate?
The U.S. maternal mortality rate was 17.9 deaths per 100,000 live births in 2024, according to the CDC. That was not significantly lower than the 18.6 reported for 2023.
Do maternal health brands need clinical advisors?
Maternal health brands should have named clinical advisors, because claims about pregnancy and recovery are health claims. Advisors give reporters a quotable source and give the brand a reviewer for its claims.
Can a brand use CDC maternal mortality data in marketing?
A brand can cite CDC data when it names the source, the year and the unit and does not imply its product changes the rate. Counsel should review any marketing use of health statistics.
This guide is general communications information, not medical or legal advice.