Introduction and Aim Despite high level evidence establishing midwifery continuity of care as the gold standard of maternity care, widespread implementation of these models in Australia has been slow, with only a small percentage of women currently able to access these services. Whilst previous studies have explored maternity managers’ views of caseload midwifery, this is the first Australian study to utilise individual interviews to explore in detail what midwifery leaders need, in order for them to effectively drive maternity service reform.

Methods This qualitative descriptive study used purposive sampling to recruit 13 midwifery leaders from across Australia, representing every state and territory, and a range of leadership positions with varying levels of influence. Ethics approval was granted by xx University. The leaders were interviewed individually via telephone and transcripts were analysed through line-by-line coding and the development of overarching themes.

Results Five main themes emerged from the data; core leadership skills and education are essential, motivation and commitment to implementing evidence-based maternity care, ability to create and sustain strategic relationships, bringing the vision to life; containing sub-themes of; changing the culture and reaching midwifery’s full potential, and finally, organisational support and commitment are key to maternity reform.

Conclusion By understanding the factors that equip midwifery leaders to lead the charge of reforming maternity services, further steps can be taken to increase women’s access to evidence-based midwifery CoC. This qualitative research study reveals the need for midwifery leaders to have a strong midwifery identity, commitment to midwifery CoC and to be continually promoting the midwifery profession. The support structures these leaders require around them include effective relationships with key stakeholders and commitment from health organisations to implement and expand midwifery continuity models.