Two years ago we were looking for ideas for antenatal care that would give women more choice and improve access to midwifery services.

Traditionally, antenatal care has been done in the GP's surgery. In Thanet we moved our midwives into the community, into children's centres to carry out monthly check-ups. One area did not have a children's centre, so one of the midwives had the idea of running a maternity clinic in a local supermarket. As far as we know it had never been done before, but we thought: ‘Why not?'

We approached three leading supermarkets. One said “no”, another did not have the capacity. But Sainsbury's had quite a dynamic manager who said: “I can see this working.” They have free parking and a shuttle bus, so it was perfect.

We went to assess the suitability of the clinic with some pregnant women. We wanted to make sure they were happy with it. Health professionals think they know what people want, but we needed to make sure we were on the right track. We met the store manager, who took us through the practicalities, and then we set up a clinic next to the canteen. It wasn't all straightforward - we had to negotiate legally binding contracts and service level agreements. Initially, the supermarket was a bit worried that a woman would go into labour in the clinic - but that could happen while shopping.

The disadvantage of running a clinic in a GP's surgery is that we usually can see only the women who are registered with that GP. With the supermarket, any woman can go there. The clinic runs one day a week from 8am to 8pm and we can see about 40 women a day. Lots of women work during pregnancy and most GPs shut early, so this allows them to come in the evening and bring their partners. From a midwifery point of view it is a safe environment to work in the evenings on your own. Other venues could be more vulnerable.

The clinic is becoming more popular. People like the accessibility and that they can pick their time to come and do their shopping as well. It also removes the association of visiting the doctor, the idea that “I go there when I am ill”. They still go to hospital to have their scans and we refer them to a GP or obstetrician or if they have raised blood pressure or other problems.

Supermarket sites are generally well placed for access, so I think this could work well elsewhere. Asda is interested and is looking at setting up a Portakabin in its car park to offer health services.

Going to a supermarket is easier and less intimidating for women who do not visit their GP regularly, so it has broadened access. Another benefit is that there is no limit on the geographical area - someone visiting can just pop in. If they do live locally we ask them to attend regularly so we know they are accessing care. Mainly, though, it has given people a choice. Women are more relaxed than when they are in the GP's waiting room, where they may be sitting next to people who are coughing.

It has brought a huge rise in the profile of midwifery care and has encouraged home births. About 5percent of women in the area have home births, which is higher than the national average. They feel empowered to make the choice.

— Sally Moore is head of midwifery and gynaecology nursing at the East Kent Hospitals University Trust

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