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Important shifts in policy and practice, the shift to woman‐centred services, the recognition that midwives should be lead clinician in a number of cases, and the idea of effective care, are leading to fundamental change in the maternity services. For many years, midwives have shown interest in the idea of evidence‐based or effective care. There are a number of good reasons for the interest in evidence‐based care. However, unless the political reality of the difficulties of the change are faced, the changes will remain rhetorical, virtual rather than real. Midwifery holds the potential for using evidence in practice, and for improving health outcomes for mothers and babies. If the status quo is not challenged, an important opportunity will have been missed.

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