Results: Women in labor have a profound need for companionship, empathy and help. Continuous support appears to have a greater beneficial impact than intermittent support. Women’s expectations of labour as a whole appear to be of more importance to their overall satisfaction with their labour experience than the perceived effectiveness of pain management. Health care providers are in a unique position to educate prospective parents about the importance of social support around the time of childbirth and may play a critical role in mobilizing support systems for new mothers.