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The quest to ensure maternal health has long been in focus, mainly since the Safe Motherhood Initiative of the 1980s. Maternal health is contingent, among other things, on the availability of maternal health care services and the context in which the services are available. Therefore, we conducted rapid ethnographic research at four public hospitals in Southwest Ethiopia to gain anthropological insights into maternal health, maternal health‐seeking behavior, and healthcare services. We collected data from maternal near‐miss patients, patients with obstetric fistula, and health professionals working in maternity and labor wards. Our data reveal that there has been a huge effort to promote institutional delivery and ensure maternal health in the study area. However, failure to consider socioculturally embedded issues undermined the outcome of these efforts. We suggest that maternal health‐seeking for institutional delivery and, hence, ensuring maternal health should be understood as a process that should take into account these socioculturally embedded issues. [ABSTRACT FROM AUTHOR]