Podcast Summary: Advancing Health
Episode: When the Hospital CEO Becomes the Patient: Rural Maternal Care Up Close
Date: December 1, 2025
Host: Julia Resnik, Senior Director of Health Outcomes and Care Transformation, American Hospital Association
Guest: Ailey Peterson, CEO, Western Wisconsin Health
Episode Overview
This episode delves deep into rural maternal health through the unique perspective of Ailey Peterson, CEO of Western Wisconsin Health, who recently gave birth at her own hospital. The conversation explores the complexities and opportunities of providing maternity care in a rural setting—especially as many similar hospitals are shutting down their services. With firsthand reflections from both a leadership and patient viewpoint, Peterson shares what makes rural maternal care both challenging and deeply rewarding.
Key Discussion Points & Insights
1. Rural Hospitals as Community Anchors
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Ailey Peterson introduces Western Wisconsin Health as a 500-employee, critical access hospital in Baldwin, WI, emphasizing its holistic, community-focused approach.
Quote:“We serve a rural community and we serve as a safety net hospital to both our community and to our region.” (01:08)
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Deep community connections: Peterson discusses how living and serving in the same town—seeing patients outside the hospital at community events—reinforces accountability and high-quality care. Quote:
“There’s nowhere to hide if something doesn't go well...And that high level of accountability translates into quality outcomes.” (02:44)
2. Expanding Maternal & Child Health Care
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Comprehensive services: Western Wisconsin Health offers prenatal, labor & delivery, and pediatric care with staff ranging from certified nurse midwives and obstetricians to pediatric specialists. Quote:
“All things encompassing maternal and child health are really a staple in our hospital...patients are in control, they lead their own show.” (03:20)
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Wraparound care philosophy: Aiming to be a long-term “medical home” for families, following patients from birth through adulthood.
3. The CEO Becomes the Patient
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Personal childbirth experience: Peterson shares her journey receiving prenatal and delivery care at her own hospital, underscoring the special nature of this experience. Quote:
“I had my own baby, and I got my own certificate that I signed... And to get to do it in my hospital was beyond words how special that was.” (05:11)
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Experiencing the outcomes of hospital planning firsthand: She notes her satisfaction that the vision and planning for patient care closely matched her real-life experience.
4. Unforeseen Challenges: Lessons from a Stormy Delivery
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Power outage during childbirth: Peterson recounts giving birth during a severe storm that knocked out hospital power. Thanks to robust emergency preparedness, the hospital switched seamlessly to backup power, delivering multiple babies that night. Quote:
“All of the power went out in the hospital. We were on backup generator power...Their training was effective. The power was out until the next morning at 7am.” (07:47–09:10)
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Room transition challenges: Experiencing a late-night room change with her newborn made her realize how the process could be improved for future patients. Quote:
“I saw firsthand the challenges of moving everything...And doing that at 3am was not an ideal time.” (09:30)
5. Sustaining Rural Maternal Care Amid Closures
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Hospital as a regional anchor: As many rural hospitals shutter labor & delivery, Western Wisconsin Health is “doubling down” by expanding its services. Quote:
“We’ve made an investment and a commitment to sustaining rural obstetrical care despite all odds.” (10:57)
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Three pillars of sustainability:
- Quality of care: “We have a 4% C section rate, so clearly that foundational level of quality care rings true.” (11:21)
- Workforce: Employing a diverse range of caregivers (midwives, OBs, family medicine with OB) to meet varied needs.
- Advocacy: Ongoing engagement with government and community partners for support.
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Expansion strategies:
- Recently doubled L&D unit capacity; future plans to expand further, reflecting growing regional demand.
- Stresses the importance of rural, independent hospitals for responsive, accountable solutions.
Notable Quotes & Memorable Moments (with Timestamps)
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On community accountability:
“There’s nowhere to hide if something doesn't go well...that high level of accountability translates into quality outcomes.”
—Ailey Peterson (02:44) -
On the childbirth experience as CEO and patient:
“It was really special...I had my own baby, and I got my own certificate that I signed.”
—Ailey Peterson (05:11) -
On emergency preparedness paying off:
“Power went out. We were on backup generator power...It was clear that our emergency preparedness planning went the way that it should.”
—Ailey Peterson (08:20) -
On adapting for regional needs:
“We need more space. That’s why as part of our five year strategic plan...we intend to add yet again more space, more clinical space to meet the needs of our growing region.”
—Ailey Peterson (12:43)
Timestamps for Important Segments
- [01:06]—Intro to Western Wisconsin Health and rural community context
- [03:20]—Detailed walk-through of maternal and pediatric care offerings
- [05:00]—Peterson’s experience as a patient at her own hospital
- [07:47]—Labor and delivery during a storm and emergency response
- [10:57]—Strategic choices to expand rural maternal care amid regional service closures
- [12:43]—Facility expansion and forward-looking vision
Takeaways
This episode provides an intimate, practical look at rural maternal care through the rare lens of a hospital CEO's patient experience. Western Wisconsin Health’s approach—grounded in personal accountability, comprehensive care, and deep-rooted community connection—offers a hopeful model as rural maternity wards elsewhere face closure. The real-world “market research” of Ailey Peterson’s own childbirth highlights both successes and opportunities for improvement, reinforcing the value of leadership that stays close to the patient experience.