March of Dimes and CVS Health Foundation launch second phase of national doula care initiative to expand access and strengthen maternal care nationwide

For decades, maternal health outcomes in the United States have reflected deep inequities, with women of color—particularly Black and Indigenous mothers—facing significantly higher risks during pregnancy and childbirth. Today, March of Dimes, a nonprofit dedicated to the health of mothers and babies, and the CVS Health Foundation (NYSE: CVS) announced the launch of the second phase of their Equitable Access to Doula Care Project. This initiative is designed to expand awareness of doula services, strengthen maternal care systems, and build a more diverse, sustainable doula workforce across the country.

At its core, the project seeks to close longstanding gaps in maternal and infant health outcomes by leveraging the unique role doulas play in providing emotional, physical, and educational support. Over the next five years, the organizations will commit $4 million to expanding community-based teams and integrating doula care into healthcare systems nationwide.

Why is the expansion of doula care a critical step for addressing maternal health disparities in the United States?

The United States continues to face a maternal health crisis, particularly among Black, Indigenous, and rural populations. According to the Centers for Disease Control and Prevention (CDC), the U.S. maternal mortality rate is significantly higher than that of other high-income nations. Black women are nearly three times more likely to die from pregnancy-related complications than white women, regardless of income or education level. Rural communities also face higher rates of maternal morbidity and mortality due to limited access to obstetric care, hospital closures, and shortages of healthcare providers.

Doulas—trained professionals who provide non-medical support during pregnancy, childbirth, and the postpartum period—have been shown to improve outcomes in precisely these areas. Studies consistently demonstrate that women who receive continuous support from doulas are less likely to require cesarean deliveries, less likely to use pain medication unnecessarily, and more likely to initiate and sustain breastfeeding. Doulas also help bridge communication gaps between patients and healthcare providers, ensuring that mothers’ voices are heard in medical settings where systemic bias and structural racism have historically created barriers to equitable care.

March of Dimes has been at the forefront of addressing disparities in maternal and infant health since its founding in 1938. Originally focused on combating polio, the organization has evolved into a leading advocate for maternal health equity, neonatal care, and research funding. Its partnership with CVS Health Foundation builds on a growing recognition in the healthcare sector that addressing maternal health inequities requires investment not only in clinical care, but also in community-based support systems that build trust and address social determinants of health.

How will the March of Dimes and CVS Health Foundation initiative improve community-based maternal care?

The Equitable Access to Doula Care Project is structured around two cohorts of community-based teams. Each cohort participates in a 30-month collaboration with March of Dimes and its partner hospitals. The first cohort, launched in 2023, has already piloted programs that connect pregnant women with doulas during prenatal appointments, labor, and postpartum care. Building on this foundation, the newly launched second cohort will expand into four additional communities across the United States.

The second-phase communities include East Orange, New Jersey; Riverside, California; Buffalo, New York; and Oxnard, California. Each city has been selected because of persistent health disparities in maternal and infant outcomes, combined with the presence of community organizations ready to drive change.

In East Orange, the Perinatal Health Equity Initiative is partnering with Newark Beth Israel Medical Center to implement doula-friendly policies and ensure that Black women receive equitable, respectful maternity care. In Riverside, California, Grounded Beginnings, LLC is working with Loma Linda University Hospital to provide tailored doula training that reflects the cultural needs of local families. In Buffalo, New York, Calming Nature Doula Service & Center is collaborating with Sisters of Charity and Sister’s Hospitals to expand continuing education for doulas and improve maternal support. In Oxnard, California, the Mixteco Indigena Community Organizing Project (MICOP) is focusing on empowering Indigenous migrant communities by providing culturally aligned doula training and connecting doulas with Ventura County Medical Center to strengthen local support systems.

Each participating site will receive professional education and training programs for doulas, resources for patient and provider education, community grants to expand local infrastructure, and technical assistance for program evaluation and outreach. By combining grassroots advocacy with healthcare partnerships, March of Dimes and CVS Health Foundation aim to create sustainable models of doula care that can be replicated across the country.

What role do doulas play in improving outcomes for mothers and babies in underserved communities?

Doulas are not medical professionals in the traditional sense, but their impact on maternal health outcomes is well-documented. Unlike physicians or nurses, doulas provide continuous non-clinical support that includes physical comfort during labor, emotional reassurance, and evidence-based education about pregnancy and childbirth. This constant presence has been linked to improved communication between mothers and healthcare providers, reducing instances of unnecessary interventions and fostering shared decision-making.

For Black and Indigenous women, who often face systemic inequities in healthcare settings—including implicit bias, lack of cultural understanding, and structural barriers—doulas can be powerful advocates. They can help ensure that concerns are heard, that questions are answered clearly, and that care aligns with cultural values and preferences. This advocacy is increasingly seen as a vital strategy to address racial disparities in maternal mortality and morbidity, which remain among the most urgent public health challenges in the United States.

The World Health Organization has also emphasized the importance of doulas, pointing to global evidence that continuous labor support improves health outcomes. In fact, research shows that mothers supported by doulas are more likely to have shorter labors, lower rates of cesarean sections, reduced need for pain medication, and higher satisfaction with their birth experiences. Postpartum, doulas often provide guidance on breastfeeding, infant care, and maternal mental health—areas that directly impact both short- and long-term family well-being.

How does this initiative align with broader trends in maternal health policy and corporate responsibility?

The timing of this initiative reflects both public health urgency and evolving corporate involvement in healthcare. Across the United States, maternal health has become a policy priority, with federal and state governments introducing measures to improve outcomes, particularly in vulnerable populations. The Centers for Medicare & Medicaid Services (CMS), for example, has been exploring ways to expand reimbursement for doula services, recognizing the evidence of their positive impact.

The CVS Health Foundation’s involvement underscores a broader trend of corporations stepping into public health initiatives. As a subsidiary of CVS Health, the foundation aligns with the company’s broader strategy of positioning itself as a healthcare partner beyond pharmacy services. CVS Health has expanded into primary care and insurance through Aetna, and its collaboration with March of Dimes demonstrates its interest in supporting maternal and child health as part of a holistic approach to community well-being.

From an investor perspective, partnerships like this are increasingly relevant. Publicly traded healthcare companies such as CVS Health (NYSE: CVS) are under pressure to demonstrate social impact alongside financial performance. Environmental, social, and governance (ESG) metrics have become key considerations for institutional investors, and corporate commitments to maternal health equity resonate strongly with stakeholders.

Recent financial reports from CVS Health show a company in transition. As of mid-2025, CVS has continued to expand its healthcare services arm, investing in primary care clinics and digital health tools. While the company has faced margin pressures in its retail pharmacy division, its insurance business has remained a steady contributor to earnings. Analysts suggest that strategic partnerships, such as the doula care initiative with March of Dimes, could help differentiate CVS Health in a competitive healthcare marketplace and build goodwill with regulators, investors, and consumers.

What does the future look like for doula care integration in the healthcare system?

The expansion of the Equitable Access to Doula Care Project signals a broader shift toward integrating community-based support into mainstream healthcare. For decades, doulas have operated largely outside of traditional medical systems, often working independently or through grassroots organizations. This partnership between March of Dimes and CVS Health Foundation illustrates how institutional support can formalize these roles, provide sustainable funding, and ensure that doulas are recognized as valuable members of maternal care teams.

Looking ahead, experts anticipate that more states may adopt Medicaid reimbursement for doula services, particularly as evidence mounts regarding their effectiveness in improving outcomes and reducing costs. If states and insurers recognize doulas as cost-effective interventions—by reducing cesarean deliveries, lowering NICU admissions, and increasing maternal satisfaction—then demand for doula training and certification will continue to rise.

For hospitals, integrating doulas into maternity care teams could also improve patient trust, especially in communities where historical injustices have eroded confidence in the healthcare system. Building diverse doula networks, such as those supported in East Orange, Riverside, Buffalo, and Oxnard, reflects a growing emphasis on culturally competent care. In practice, this could mean ensuring doulas share language and cultural backgrounds with the families they serve, improving communication and fostering a greater sense of safety for mothers during childbirth.

While CVS Health (NYSE: CVS) investors may not see immediate financial gains from a philanthropic initiative like this, the long-term implications are notable. Supporting maternal health equity aligns with government priorities, reinforces the company’s ESG profile, and could strengthen its relationships with payers, providers, and patients. Analysts note that such partnerships can also enhance brand loyalty, which has become increasingly valuable as the healthcare sector experiences consolidation and heightened competition.

Ultimately, the expansion of the March of Dimes and CVS Health Foundation initiative reflects a recognition that maternal health disparities are a systemic challenge requiring both community-level solutions and corporate engagement. By investing $4 million into building sustainable, culturally responsive doula programs, the partners aim not only to improve health outcomes but also to model a pathway for broader adoption across the healthcare landscape.

For the millions of women in the United States who currently lack adequate access to maternity care, the growth of doula services could mean more personalized support, better advocacy in medical settings, and healthier beginnings for mothers and babies alike. As policymakers, healthcare providers, and corporations increasingly collaborate on maternal health, this initiative could serve as a blueprint for future efforts to close gaps in care and build a more equitable system for families nationwide.