‘iBidan’ Elevates 'Bidan' Care Standards, Enhances Postpartum Services

Postpartum recovery is sometimes overlooked as attention is often centred on the needs of the newborn baby rather than the well-being of the mother.

In reality, the postnatal period is a crucial phase for mothers as it is during this time that they require adequate support to recover physically, emotionally and mentally after childbirth.

Midwives are usually among the first to assist mothers in coping with postnatal challenges, including physical discomforts such as fatigue, body aches and sleep deprivation, as well as emotional changes and reduced self-confidence.

As such, postpartum services are no longer merely supplementary but have become an essential part of helping mothers regain their strength and well-being.

In Malaysia, postnatal or confinement services provided by the traditional midwife, or bidan, remain popular due to their experience and expertise in caring for women after childbirth. However, most of these postnatal care providers operate independently, offering their services on an ad hoc basis without a structured system, professional profile or clear quality standards.

PROFESSIONAL POSTNATAL RECOVERY SYSTEM

One woman, Shannon Eu, is trying to change that image by creating an online platform, iBidan, offering professional postpartum recovery services in Malaysia and Singapore, and delivered by trained and assessed Malay bidan. Drawing on her nearly 20 years of experience in the women’s wellness and postnatal care industry, Eu said iBidan was developed to provide traditional postnatal recovery services in a more professional, systematic, accessible and trustworthy manner.

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“The idea behind iBidan came about when we realised that many mothers actually require more structured and reliable postnatal care, but not all of them know how to find a bidan who suits their condition and needs.

“Many of these traditional midwives are experienced and skilled, but unfortunately, they do not have a strong enough platform to showcase their capabilities professionally.

“This is where iBidan comes in… we preserve their traditional values while providing a modern system where clients can select a bidan. We provide the bidan (available on iBidan) with training, and also monitor the quality of their services and customer feedback,” she told Bernama recently.

Eu added that iBidan is building a comprehensive postnatal recovery ecosystem while empowering the bidan to be seen not merely as a service provider but as an important support system for mothers after childbirth.

“We help these traditional midwives build their self-confidence and improve their service skills, as well as understand customer needs and maintain work standards. We also help them to develop professional profiles, while also giving them opportunities to grow through a structured system, training, quality monitoring and professional recognition,” she said.

She, however, stressed that iBidan does not replace the role of hospitals, doctors or nurses, adding that its main focus is to complement the postnatal care ecosystem, particularly in helping mothers go through the recovery process in a more organised and confident manner.

“iBidan’s services complement postnatal care through a more structured and trusted system and platform that focuses on the well-being of mothers.

“We believe that mothers who receive better postnatal support will create positive outcomes not only for themselves, but also for their families, babies and society as a whole,” she said.

GROWING AWARENESS

Today, iBidan has a network of more than 500 bidan across Malaysia and Singapore, and has recorded over 100,000 postnatal recovery services, reflecting the growing demand for a more reliable and systematic traditional postpartum care service. Before joining the platform, every bidan must undergo a screening and skills assessment process, as well as training.

Eu said iBidan also helps the traditional midwives build professional profiles through their customer testimonials, service records, repeat customer rates, achievements and recognition. Those who demonstrate consistent performance are given opportunities to build their reputation and advance further in the industry.

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Sharing the challenges of developing iBidan, Eu said one of the biggest hurdles was building trust and setting standards in an industry that previously relied heavily on individual experience.

“We are not just building a company but restructuring a traditional field so that it can operate more professionally without losing its original values.

“We need to build trust among mothers, strengthen the confidence of the bidan, introduce new systems, maintain service quality, and at the same time ensure our traditional midwives understand that these changes are important for their future.

“It is not an easy process, but I believe that if the bidan care industry wants to remain relevant, it must become more professional, transparent and trustworthy,” she said.

She added that iBidan also helps traditional midwives adapt to current demands through digital systems. This is because customers today are not merely looking for their services but also want proof of their credibility, such as experience, testimonials, service records and professionalism.

“As such, our bidan are guided to understand the importance of digital reputation, customer communication, service standards and the use of technology in building trust,” she said.

She added that iBidan is also developing a traditional ‘HealthTech’ approach, which combines traditional postpartum care knowledge with modern systems and technologies, such as ABE Technology, in a structured way, allowing the field to evolve in line with current needs.

BUILDING A STABLE CAREER

Recently, iBidan brought some 80 midwives from Malaysia and Singapore to Yunnan, China, for the iBidan Yunnan Excellence Journey 2026 and iBidan Postnatal Excellence Recognition programme – an incentive trip and awards ceremony organised by the platform to recognise outstanding service and dedication among its bidan.

The programme contributes to the career development of these traditional midwives while motivating them to continuously improve their service quality, maintain discipline and strengthen their professional reputation.

Meanwhile, sharing her experience as a bidan on iBidan, Siti Fatimah Abd Aziz, 43, said the platform has opened up significant opportunities for women like her, not only by providing them with employment, but also by helping them grow professionally through a structured work system and continuous support.

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The mother of two from Seremban, Negeri Sembilan, said she trained in traditional massage and acquired postnatal care skills before working independently and later joining several companies that provide similar services.

“In 2021, I joined iBidan. Through more consistent job opportunities as a traditional midwife, I was able to support my family financially and provide better education for my children, as well as buy my first car and my own home. 

“To me, this transformation proves that the bidan profession has a bright future when built on discipline, a strong system and customer trust,” she said.

Siti Fatimah was among the recipients honoured at the iBidan Yunnan Excellence Journey 2026 awards ceremony, marking the fourth time she has been recognised by the platform for her excellent service.

“My hope is for my profession to continue to be respected and empowered as a professional career, while also helping more mothers receive quality, structured and compassionate postnatal care,” she said.

Fazlina Tokaran, 37, a bidan from Singapore, said the profession has undergone a significant transformation compared to the past, when it relied mainly on the experience of women who provided postnatal care services comprising massages, herbal treatments and hot compress therapy.

She said through iBidan, the modern-day bidan operates more professionally through training, work standards and customer communication, as well as the use of technology and digital platforms.

“Being a bidan is not just about caring for a mother physically after childbirth, but also about providing her emotional and mental support while she is going through the recovery process. Customer trust must be built through honesty, discipline and patience, as well as by extending sincere care towards every mother who seeks our services,” said Fazlina, who has 15 years of experience in the field.

The single mother of a child with special needs said her stable career with iBidan now allows her to provide better support and therapy for her child. Fazlina was also among the recipients recognised at the iBidan Yunnan Excellence Journey 2026.

For more information on iBidan, please visit www.ibidan.com.my and www.ibidan.com.sg