Cherished Moments

On this page

• Overview
• Person-centred Care
• Care provision, Integration and continuity
• Providing Information
• Listening to and involving people
• Equity in access
• Equity in experiences and outcomes
• Planning for the future

We looked for evidence that people and communities were always at the centre of how care was planned and delivered. We checked that the health and care needs of people and communities were understood, and they were actively involved in planning care that met these needs. We also looked for evidence that people could access care in ways that met their personal circumstances and protected equality characteristics.

This is the first assessment for this service. This key question has been rated good.

This meant people’s needs were met through good organisation and delivery.

We have not awarded this service a score for Responsive.

Find out about when we will not publish a key question score and what we look at when we assess Responsive.

The evidence showed a good standard. The service made sure people were at the centre of their care and treatment choices and they decided, in partnership with people, how to respond to any relevant changes in people’s needs.

The service was designed around the needs of women and their families, with a focus on providing a memorable, family-centred, non-diagnostic scanning experience. The environment supported this through family-friendly waiting and scan rooms, enhanced viewing technology, and personalised gender reveal options.

Women were involved in decisions throughout their appointment, including choosing who could accompany them and how they wished to receive information, such as the baby's sex. Staff treated women and their families with kindness and respect, recognised the emotional significance of the experience, and responded sensitively to individual needs, providing reassurance, support, and onward referral where appropriate.

The service promoted inclusion and accessibility for women and their families. Staff received learning disability and autism training which provided them with an awareness of diverse needs. Staff supported individual preferences, sensory needs and comfort by creating a calm environment.

The evidence showed a good standard. The service understood the diverse health and care needs of people and their local communities, so care was joined-up, flexible and supported choice and continuity.

The service had a policy and procedure for cooperating with other providers and referrals. Staff followed policy when making referrals in the event of any abnormalities found during a scan. The referral would be made to the women’s preferred NHS hospital.

Women self-referred through the service's website. The service co-ordinated and delivered services with the needs and preferences of the local community in mind. For example, appointments times were flexible so that women and their families could attend outside of working hours. The service operated flexible opening times to meet the needs of women’s working patterns and hours.

Women did not have to wait for scan results. The sonographer completed a wellbeing check of the foetus at the start of each ultrasound scan, and captured a picture, which they were able to take away on the day.

The service clearly explained that keepsake scans do not replace routine NHS antenatal scans and encouraged women to continue attending all NHS appointments. This supports continuity of care rather than duplication.

The evidence showed a good standard. The service supplied appropriate, accurate and up-to-date information in formats that were tailored to individual needs.

The service provided clear and comprehensive information to women to assist them make informed decisions before booking a scan or blood test. Details of the different scan packages, blood tests, associated costs, and what each service involved were available on the provider's website, with additional information accessible within the clinic. Staff demonstrated a good understanding of the services offered and were able to explain the options available and answer questions. Information could also be produced in alternative languages to meet individual communication needs.

Women received a consent and information form that explained the purpose and limitations of keepsake ultrasound scans, including factors that could affect image quality.

Following their appointment, women were provided with copies of their scan images. Images were stored securely on password-protected electronic systems with appropriate back-up arrangements in place to protect personal information.

The service also signposted women to NHS maternity services and other sources of support. Information about local healthcare services and pregnancy support organisations was displayed within the clinic and made available online, helping women access further advice and support when needed.

The evidence showed a good standard. The service made it easy for people to share feedback and ideas, or raise complaints about their care, treatment and support. They involved people in decisions about their care and told them what had changed as a result.

The service had a Management of Complaints and Compliments Policy which set out the process for managing concerns, complaints and compliments, including how complaints were investigated, timescales for responding, internal appeals and how learning from complaints was used to improve the service. The service’s complaints policy included clear escalation for women to follow if they were dissatisfied with the outcome.

Patients were able to complain about the service verbally or in writing. A poster regarding how to complain was displayed in the waiting room. The service had received 0 complaints since it opened in October 2025. The service welcomed online reviews through social media and search engine sites.

The service actively sought feedback from people who used the service. Client feedback was reviewed regularly through anonymous feedback forms, online reviews, day-to-day conversations and team meetings. Feedback was generally positive, however the service always looked for ways to improve. We saw client feedback discussed in team meetings and areas for improvement discussed. For example, the service recognised that consistent messaging helped build public confidence and reduce misunderstandings.

The evidence showed a good standard. The service made sure that people could access the care, support and treatment they needed when they needed it.

Women could access the service in a way that met their needs, with appointments available through online and telephone booking routes. When patients arrived at the location, which was wheelchair and pram accessible, they spoke with reception staff to announce their arrival. Patients were usually seen quickly and on time.

The service facilitated same day appointments where possible, and when booking online people could choose their day and time. People told us the online booking system was easy to use, and the service did not operate a waiting list.

Staff ensured there was time between scans for cleaning and rescanning, such as if a baby was not in the optimum position for a clear image. This kept delays and waiting times to a minimum. If appointments needed to be changed, the service worked flexibly with women and their families to minimise disruption. If a sonographer could not obtain a clear image during the visit, the client was offered a rescan at a later date.

If staffing levels could not be maintained, appointments could be moved to the provider's alternative location or rescheduled to another day to ensure women continued to receive the care they needed.

The evidence showed a good standard. Staff and leaders actively listened to information about people who are most likely to experience inequality in experience or outcomes and tailored their care, support and treatment in response to this.

The service was committed to providing inclusive care that met the needs of all people and promoted equality of access. Leaders had systems in place to reduce the risk of discrimination and ensure care was delivered in accordance with equality legislation. Staff completed training in equality and diversity, learning disability, and autism awareness, and understood how to adapt their approach to meet people's individual needs. An up-to-date equality and diversity policy was available to guide practice.

The clinic had been designed to be accessible for people with reduced mobility. Step-free access, wheelchair-friendly facilities, accessible consultation rooms, and height-adjustable examination couches helped ensure people could use the service comfortably. Staff reviewed appointment information in advance to identify if any reasonable adjustments were required and planned to meet these wherever possible.

The service also supported people with different communication needs. Interpretation services could be arranged when required, and information, including consent documentation, could be provided in alternative languages or formats to help people understand the information they were given and participate fully in decisions about their care.

Staff considered people's cultural, religious, and personal circumstances when planning appointments. Where factors such as religious fasting could affect hydration and image quality, staff discussed the available options with women, and where appropriate, offered an alternative appointment. This helped ensure women were able to access the service in a way that respected their beliefs while achieving the best possible outcome.

The evidence showed a good standard. People were supported to plan for important life changes, so they could have enough time to make informed decisions about their future.

Women were supported to make informed choices about their care and plan their future care, with the support and involvement of their family or carer if they wished. Women were provided with information online and through leaflets to explain the different scans and what they involved.

The service also signposted women to additional sources of support, including NHS maternity services and other organisations offering emotional and practical support during pregnancy or following pregnancy loss. Staff allowed sufficient time for women and their families to ask questions, ensuring they felt informed and supported when making decisions about their ongoing care and pregnancy.