Three weeks ago at my 36-week appointment, the nurse educator at my OB office gave me a handout put out by the March of Dimes regarding this initiative. I think it was the office's way of saying, "Unless you have a clear medical reason to be induced, we're not going to do it before 39 weeks, so don't even ask." As much as I've griped and moaned to my coworkers and family about being 'ready RIGHT NOW' since 37 weeks (right now am 39), I have to applaud them for taking part in this.
I have seen way too many social inductions/deliveries starting at 37 weeks, as I'm sure most of you have too. The hospital where I work as well as the upscale hospital down the street both have private docs that will do them, which is pretty scary. It's one thing if there is a legitimate medical need, or if the baby comes on his/her own; those are totally different scenarios. But to go inducing and delivering 'just because', that is downright scary. I realize the social delivery trend isn't a new one; I am glad that someone finally took notice, said enough is enough, and put some numbers with it.
http://www.marchofdimes.com/professionals/9654.html
http://www.marchofdimes.com/professionals/medicalresources_39weeks.html