How Do Expecting Families Find Doulas? Understanding the Modern Client Search Process

By Birth & Baby University · Last updated: October 2026 · 3 min read

A family looking for a doula does not follow one path. They may ask a friend, a midwife or an obstetrician, search online, browse a directory, check a Medicaid registry or see a post on social media. Direct research on doula searching is thin, so this article draws on studies of how pregnant people seek information in general, on professional recommendations about directories and lists, and on what the few doula-specific studies say about barriers.

Key takeaways

• In a 2025 survey of 1,402 pregnant Norwegian women on social media, 74% used quality-assured public health websites and 56% healthcare personnel for information, while 2% turned to influencers or bloggers.
• A systematic review of seven studies found that most pregnant women used the internet for pregnancy information, most did not discuss what they found with their providers, and most found it reliable and useful.
• ACOG recommends hospitals keep a list of trusted and representative doulas or doula directories to share with patients if requested, and NHeLP recommends centralized Medicaid doula registries.
• Cost remains a barrier to doula care, which shapes where families can look and who they can hire.

What the research says

Where pregnant people look for information

A 2016 systematic review of seven studies (182 to 1,347 pregnant women each) found that most used the internet as a source of pregnancy information, most searched at least once a month, most found it reliable and useful, and most did not discuss what they found with health providers. A 2025 Norwegian cross-sectional survey of 1,402 expectant women recruited through Facebook and Instagram found 74% sought information from quality-assured public health websites and 56% from healthcare personnel, with 2% turning to influencers or bloggers. Norway’s health system differs from the United States, and the sample was social media users. An Australian qualitative study of 85 survey responses found that influencer content can create community and information, as well as unfavorable comparisons and exposure to misinformation. These studies concern general pregnancy information, not doula selection.

Directories, registries and clinician lists

ACOG’s Committee Statement 31 suggests hospitals maintain a list of trusted and representative doulas or doula directories to share with patients, naming national and state-level examples, and asks every patient about knowledge of and desire for doula support. The National Health Law Program’s best practices page recommends centralized doula registries so Medicaid enrollees, plans and others know which doulas are enrolled, searchable by geography, race and ethnicity, language and specialty, and describes a Washington State Doula Hub, Directory and Referral System as an example. Where your state has such a registry or hub, it may be a route families use.

Barriers that shape the search

A survey of 508 women found most would hire a doula if insurance covered some of the cost, with cost-associated barriers evident, and only 39.0% saw benefit during pregnancy compared with 72.6% at birth, which suggests many do not know the role starts earlier. A Massachusetts focus group study found trust was the most frequently cited marker of a successful doula-client relationship, and that some people look for racially or culturally concordant providers.

What this means for doulas

• Be present where trusted sources are. Clinicians, public health sites, registries and directories appear to matter more than influencers in the surveys read.
• Make your information easy to verify. Credentials, services, fees and contact details should match across your listings.
• Do not assume families know what a doula does. Explain what you do before and after birth.
• Accessible pricing information helps. Cost is a barrier, so say what payment routes you offer.

Putting the evidence into practice

• List yourself in the registries and directories that apply to you, such as your certifier’s directory, a state registry if you are enrolled and any local doula network, and check each entry for accuracy every few months.
• Introduce yourself to local clinicians and ask how they refer patients so families who ask are given your name.
• Publish clear web pages that answer common questions, and keep language plain and free of exaggerated outcome claims.
• Ask every new client how they found you, and track the answers to see which routes work in your area.
• Provide shareable material families can show their clinician, such as a one-page description of your services.

The bottom line

Families find doulas through a mix of clinician recommendations, trusted websites, directories and social networks, and cost and awareness shape who gets that far. The evidence is indirect, so learn how your own clients found you and make your information accurate and easy to find.

Related reading: What Makes Families Choose a Doula? Understanding Consumer Decision-Making; Search Engine Optimization for Doulas: How to Help Families Find Your Services; Building Trust Through Educational Content: Why Evidence-Based Marketing Matters.

This article is for professional education. It is not medical, legal, financial or tax advice. Check the standards of your certifying organization and the rules where you work.

Sources and further reading

• Sayakhot P, et al. Internet use by pregnant women seeking pregnancy-related information: a systematic review. BMC Pregnancy and Childbirth 2016. Read the source
• Hansen MH, et al. Worries and information seeking during pregnancy: a cross-sectional study among 1402 expectant Norwegian women active on social media platforms. Scandinavian Journal of Primary Health Care 2025. Read the source
• Chee RM, et al. Social media influencers’ impact during pregnancy and parenting: a qualitative descriptive study. Research in Nursing & Health 2024. Read the source
• American College of Obstetricians and Gynecologists. Committee Statement No. 31: Partnering With Doulas in Clinical Settings. Obstetrics & Gynecology 148(2), August 2026. Read the source
• National Health Law Program. Best Practices for Medicaid Coverage of Doula Care (page read October 2026). Read the source
• Mitchell AW, et al. Access, Interest, and Barriers to Incorporation of Birth Doula Care in the United States. Journal of Perinatal Education 2023. Read the source
• Falade E, et al. Perspectives on cultural competency and race concordance from perinatal patients and community-based doulas. Birth 2023. Read the source

Being findable starts with being clear about who you are and what you offer. Birth & Baby University’s For Doulas page describes training and mentorship for doulas building a practice. Check any directory or listing for accuracy before you rely on it, and keep your own information current.

More for professionals: the Professionals Blog.