Better Beginnings: Postpartum Care Revolutionized

This World Health Day (April 7), the spotlight is on maternal and newborn health—and few innovations embody this year’s theme, “Healthy Beginnings, Hopeful Futures,” quite like the Joeyband. Invented by Canadian mom and entrepreneur Hayley Mullins, the Joeyband is transforming skin-to-skin contact from a nice-to-have into a standard of care across North America. In this Q&A, Hayley and Joeyband Co Founder and Women’s Health Industry expert Sarah-Almaza Cox share the powerful benefits of skin-to-skin for both moms and babies, how Joeyband is supporting healthcare providers in the delivery room and NICU, and why this small but mighty invention is making a big impact. —Noa Nichol

1. This year’s World Health Day theme is “Healthy Beginnings, Hopeful Futures.” Why is skin-to-skin contact such a vital part of that beginning—for both mothers and babies?

SC: The first moments after birth are incredibly formative. Skin-to-skin contact—also known as SSC—is one of the simplest, most effective ways to support a healthy beginning. It helps regulate a newborn’s heart rate, breathing, and body temperature while simultaneously supporting the birthing parent by releasing oxytocin, reducing postpartum bleeding, and promoting early bonding. These aren’t just emotional wins—they’re measurable health outcomes that create a hopeful future for both baby and parent from the very first breath.

2. You created the Joeyband after experiencing your own challenges postpartum. Can you share the story behind the invention and what drove you to solve this need in maternal care?

HM: The idea for Joeyband came from a deeply personal place. When my daughter was just two weeks old, she fell from my arms during skin-to-skin contact. It was terrifying—and I knew I wasn’t alone in that experience. As I began to research, I was shocked by the lack of safe, ergonomic options for practicing skin-to-skin. So I teamed up with my sister Ashley, who has a background supporting women-led organizations, and our co-founder Sarah-Almaza Cox, who brought deep experience in healthcare innovation. Together, we are the founders of Joeyband—a device designed to make skin-to-skin safer, easier, and more accessible for all caregivers.

3. For those who may not know, what are some of the most surprising or little-known benefits of skin-to-skin contact immediately after birth?

HM: Most people associate skin-to-skin with bonding—but it does so much more. It can reduce infant crying, stabilize vital signs, and help babies latch more easily for breastfeeding. For parents, it reduces anxiety, supports mental well-being, and even lessens the need for pain medication after delivery. What surprises many people is that these benefits extend well beyond birth—practicing skin-to-skin throughout the “fourth trimester” continues to support infant development and family connection.

4. Studies have shown that skin-to-skin can reduce postpartum bleeding and even prevent NICU admissions. How does Joeyband help amplify or support these outcomes?

SC: Joeyband enables longer, uninterrupted skin-to-skin contact—especially in places where it’s often cut short, like operating rooms. In one California hospital, Joeyband led to an average of over 50 minutes of uninterrupted skin-to-skin in the OR. At another hospital, NICU admissions dropped when Joeyband was introduced as part of their standard C-section protocol. The device not only can help keep baby in proper SSC position , but it’s a device that’s made for every body type and is comfortable, which gives families more confidence to practice skin-to-skin safely and consistently.

5. What has the feedback been like from hospitals and medical professionals after testing Joeyband in over 90 sites across North America?

SC: The feedback has been overwhelmingly positive. We’ve heard from clinicians that Joeyband is easy to use, improves patient satisfaction, and helps eliminate the strain on shoulders, wrists, and necks that comes with manually supporting the baby during SSC. At one Florida hospital, 100% of nurses surveyed said the Joeyband allowed for uninterrupted skin-to-skin during transfer, and 100% of patients reported feeling more confident while using it. Hospitals are reporting more stable baby temperatures , higher breastfeeding rates, and even improved Press Ganey scores around patient experience.

6. How does Joeyband make skin-to-skin more accessible, especially in settings like C-sections or NICUs, where that bond can sometimes be delayed?

SC: Joeyband is uniquely designed to support skin-to-skin in clinical settings where it’s traditionally more difficult—like post-C-section recoveries and NICUs. It allows newborns to stay safely connected to their caregiver, even in the OR or during transfers. We’ve even seen hospitals implement it as part of “gentle C-section” or “ERAC” protocols to help families reclaim that first embrace. Its inclusive sizing and adaptable design mean that more parents—regardless of physical ability or birth experience—can participate in these critical early moments. It is a perfect edition to the ‘Baby Friendly Designation’ for hospitals.

7. Maternal health innovation is still an underrepresented space—what challenges have you faced in bringing Joeyband to market, and what’s helped you push through?

HM: One of the biggest challenges has been overcoming the perception that maternal care is secondary or niche within healthcare innovation. We’ve had to fight for visibility, and inclusion in conversations about medical devices. What’s helped us persevere is the growing body of clinical evidence, the support of the medical community, and the incredible stories we hear from families. Knowing that Joeyband is helping parents feel safer, calmer, and healthier motivates us each and every day.

8. You’ve made an impact across North America—what are your hopes for Joeyband’s global potential, especially in underserved maternal health settings?

HM: Our vision is to make Joeyband accessible to every family who wants to practice skin-to-skin—no matter where they live. We’re exploring partnerships that can help lower the cost in hospitals, and we’re passionate about working with health systems and NGOs in underserved areas. Skin-to-skin is a low-cost, high-impact practice, and we’ve seen evidence that Joeyband can be a powerful tool for improving maternal and infant outcomes around the world. I also want to call out that the device supports the adaptive parenting community (ALS, wheelchair users and more) and provides an opportunity for all caregivers, including grandparents, aunts, uncles and even siblings, to practice SSC.

9. How can healthcare providers and parents advocate for more skin-to-skin opportunities in their birth and postpartum care plans?

HM: Start the conversation early. Parents can ask their care teams about their hospital’s policies around skin-to-skin and make it part of their birth plan. Healthcare providers can integrate SSC education into prenatal visits and ensure staff are trained in safe practices. Tools like Joeyband make it easier to offer SSC, even in complex cases, and we encourage hospitals to adopt it as part of their standard of care. Advocacy is about creating space for moments that matter—and skin-to-skin is one of the most important.

10. On a personal note, how do you see Joeyband acting as a player in providing a healthier future for moms and babies on World Health Day?

SC: World Health Day is a time to highlight solutions that are already making a difference—and Joeyband is proud to be one of them. Our device is more than a product; it’s a movement to reimagine maternal care with empathy, innovation, and science at its core. To support those in need this year, we’re donating over 3,000 Joeybands to non-profits, hospitals and care facilities that serve vulnerable populations. But we can’t do it alone.

We’re calling on hospitals, healthcare systems, NGOs, and corporate partners to step up and support better beginnings for all families—especially those in underserved communities. The evidence is clear: skin-to-skin saves lives, strengthens bonds, and improves long-term outcomes. It’s time for maternal and newborn health to be prioritized at every level and we are so happy to see this important topic getting recognition this year!