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How PUSH is Delivering Customized & Empathetic Perinatal Care to Expecting Moms

We recently connected with Rouba Haddad, Founder & CEO of PUSH Mama Care, and fell in love with her mission to help expectant and new mamas in Toronto feel empowered during this new and exciting chapter. Rouba launched PUSH to provide women with perinatal education through group classes and one-on-one consultations.

And the thing that really drew us in is her passion for creating a healthcare solution with super experienced care providers who can provide women with customized and empathetic care. Keep reading to learn more about PUSH Mama Care (check them out if you’re a Toronto-area mama!) and learn more about her entrepreneurial journey.

What is PUSH Mama Care?

With a highly specialized group of healthcare professionals at the helm, PUSH provides prenatal and perinatal education, support and care to expectant and new mamas across Toronto. We help you feel empowered to confidently take on this amazing next chapter in your lives!

Through group classes and one-on-one consultations, we strive to deliver the most comprehensive perinatal information you can find—plus additional health and wellness services.

What was the inspiration for your company?

As a registered dietitian specializing in pediatric nutrition, I was working with a lot of pregnant women at the time. It dawned on me that, despite the fact that we’ve been having babies since the beginning of time, most of us don’t actually know much about pregnancy until we’re experiencing those nine months for ourselves. We’re left scrambling to find out everything we need to know in a relatively short period. On top of this, there’s so much contradictory advice online, and it’s often coming from people who are just not qualified to give it—not to mention, the information isn’t customized to individual cases.

I heard stories of women who went for prenatal massages where the therapists knew very little about pregnancy. Or women who went for prenatal appointments with their OBGYNs, with no knowledge of what to expect and minimal time to ask questions. I simply thought, “Women need a place to go for support and education that is specially geared to them.” When no one else was creating this type of space, with super experienced and empathetic healthcare professionals and a multidisciplinary approach, I was determined to turn it into a reality.

In this weird stage, women are not only caring for themselves, but for another growing being, and feeling so physically and emotionally vulnerable. It was so important for me to develop this specialized domain with trusted practitioners who have years of experience dealing with different scenarios and help women make decisions at to what is best for them and their babies.

What is your background & how has it helped you build your company?

I have a Master’s degree in Nutrition specializing in pediatrics. Since 2010, I’ve been working as a registered dietitian and have worked closely with a lot of expectant mothers! As I would give them recommendations that I thought were pretty basic, I realized that even the simplest things that were crucial for their health and well-being while pregnant, and for their babies, was brand new information. And I realized that the only reason I knew them was because of my education and specialization.

Through my training, I’ve also learned just how stressful and overwhelming pregnancy can feel—on top of the excitement. I realized that, as a healthcare professional working in clinical settings, my colleagues and I tend to be reactive and not spend the time women need to educate or support them as much as we should. Women then tend to seek information from sources that are much more supportive, but often lack the qualifications or expertise. I was motivated to marry these two sentiments, and make sure the team I put together at PUSH is as qualified as possible, but also caring and supportive. I wanted to establish an interdisciplinary and holistic approach overall.

What is unique about PUSH Mama Care?

PUSH offers comprehensive information that is delivered by qualified and specialized healthcare professionals, and within an empathetic, supportive, and interdisciplinary environment.

Once you had the idea, what were the first few steps you took to launch it?

The first thing I did was write a vivid vision. For those who’ve never heard of this, it’s an incredible tool to help align your goals. (I definitely recommend reading Cameron Herold’s book “Vivid Vision”). After I had that, I was able to break down the company and create a business plan. I also surrounded myself with incredible mentors who could coach and guide me into developing an effective business structure.

What drives you?

That’s a really good question! What drives me are creativity, health and prevention, women supporting women, and leaving the world a little better than how we found it.

What is the most valuable lesson you've learned so far as an entrepreneur?

I’ve learned that, to be able to succeed, you have to take chances. You have to leap, hoping for the best, but preparing for the worst. Nothing is easy, but you can figure out anything with the right support. Also, research everything!

What's your favorite advice to share?

If you feel like you have a calling, just go for it. We’re often afraid of getting out of our comfort zones. But you can’t succeed at something new if you don’t try in the first place.

Rouba Haddad

Founder & CEO

PUSH Mama Care

I have a Master’s degree in Nutrition specializing in pediatrics. Since 2010, I’ve been working as a registered dietitian and have worked closely with a lot of expectant mothers! As I would give them recommendations that I thought were pretty basic, I realized that even the simplest things that were crucial for their health and well-being while pregnant, and for their babies, was brand new information. And I realized that the only reason I knew them was because of my education and specialization.

Through my training, I’ve also learned just how stressful and overwhelming pregnancy can feel—on top of the excitement. I realized that, as a healthcare professional working in clinical settings, my colleagues and I tend to be reactive and not spend the time women need to educate or support them as much as we should. Women then tend to seek information from sources that are much more supportive, but often lack the qualifications or expertise. I was motivated to marry these two sentiments, and make sure the team I put together at PUSH is as qualified as possible, but also caring and supportive. I wanted to establish an interdisciplinary and holistic approach overall.