WASHINGTON, D.C. – In a move set to redefine the standards of obstetric care across the United States, the Association of Women’s Health, Obstetric and Neonatal Nurses (AWHONN) officially announced on July 23, 2026, the first cohort of hospitals to receive the prestigious Respectful Maternity Care (RMC) Designation. This inaugural recognition marks a historic milestone in the nursing profession’s efforts to combat maternal mortality and morbidity by institutionalizing dignity, equity, and patient-centeredness within the clinical environment.
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The RMC Designation is not merely a badge of honor but a rigorous certification awarded to healthcare organizations that have successfully integrated evidence-based practices with a cultural overhaul of their maternity units. By prioritizing the human rights of the birthing person alongside clinical safety, these hospitals are leading a national movement to ensure that every patient receives compassionate care, regardless of their background, "every interaction, every time."
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Main Facts: A New Standard for Maternal Health
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The Spring 2026 announcement highlights a significant achievement for the healthcare industry, particularly for the Sentara Health system, which dominated the inaugural list. Ten facilities under the Sentara umbrella earned the "Bronze" level designation, signaling a systemic commitment to the RMC framework.
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The Inaugural Recipients (Spring 2026):
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- Sentara Albemarle Medical Center – Bronze
- Sentara CarePlex Hospital – Bronze
- Sentara Leigh Hospital – Bronze
- Sentara Obici Hospital – Bronze
- Sentara Martha Jefferson Hospital – Bronze
- Sentara Norfolk General Hospital – Bronze
- Sentara Northern Virginia Medical Center – Bronze
- Sentara Princess Anne Hospital – Bronze
- Sentara RMH Medical Center – Bronze
- Sentara Williamsburg Regional Medical Center – Bronze
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The designation was developed by AWHONN in response to growing national concerns regarding disparities in maternal health outcomes. Research has consistently shown that "disrespectful care"—ranging from the dismissal of patient concerns to lack of informed consent—contributes significantly to preventable adverse outcomes. The RMC Designation provides a roadmap for hospitals to bridge the gap between clinical protocols and the emotional and physical autonomy of the patient.
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Supported by Huggies® Healthcare™, the program underscores a public-private synergy aimed at improving the "maternity journey." Through financial and logistical support, Huggies has enabled AWHONN to scale the program, offering hospitals the resources needed to train staff, audit internal processes, and implement quality improvement (QI) initiatives that align with the highest standards of respectful care.
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Chronology: The Evolution of Respectful Care
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The journey toward the 2026 launch of the RMC Designation began years ago, rooted in the global "Respectful Maternity Care" movement spearheaded by the White Ribbon Alliance and the World Health Organization (WHO).
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2021–2023: The Foundation
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Following a series of high-profile reports on the U.S. maternal mortality crisis—particularly the disproportionate impact on Black and Indigenous birthing people—AWHONN began developing a framework specifically for nursing professionals. Recognizing that nurses are the primary caregivers at the bedside, the organization sought to create a set of actionable standards that could be measured and rewarded.
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2024: Pilot Programs and Framework Refinement
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AWHONN launched pilot phases for the RMC framework, testing the feasibility of the designation in diverse hospital settings. During this period, the criteria were refined to include not just clinical outcomes, but also qualitative measures of patient experience and staff engagement.
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2025: The Huggies® Healthcare™ Partnership
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The implementation of the program gained significant momentum with the involvement of Huggies® Healthcare™. Their support allowed for the creation of a comprehensive digital platform for hospitals to track their progress and access educational modules. This partnership was pivotal in moving the designation from a theoretical framework to a scalable national standard.
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Spring 2026: The Inaugural Class
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After a year of rigorous assessment, the first group of hospitals—led by the Sentara Health system—completed the requirements. This culminated in the July 23 announcement, setting a precedent for the "Spring 2026" designation cycle and opening the door for hundreds of other hospitals currently in the pipeline.
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Supporting Data: The Pillars of the RMC Designation
The RMC Designation is built upon a multi-tiered evaluation process. To earn the Bronze, Silver, or Gold status, hospitals must demonstrate proficiency in four key areas:
1. Leadership Engagement and Organizational Culture
Hospitals must prove that respectful care is a priority from the C-suite to the bedside. This includes the appointment of RMC "champions" and the integration of respectful care goals into the hospital’s strategic plan. For the Sentara system, this meant a unified approach across ten different facilities, ensuring a consistent patient experience regardless of location.
2. Comprehensive Staff Education
The designation requires 100% participation in specialized training modules. These modules cover implicit bias, trauma-informed care, the history of obstetric violence, and communication strategies designed to empower patients. The goal is to move beyond "compliance" and toward a deep-seated empathy that influences every clinical decision.
3. Quality Improvement (QI) Initiatives
Data-driven improvement is at the heart of the RMC framework. Recipient hospitals must implement QI projects that specifically target gaps in respectful care. For instance, a hospital might focus on improving the rates of informed consent for medical interventions or reducing the use of "coercive language" during labor.
4. Patient-Centered Feedback Loops
A critical component of the designation is the "Patient Voice." Organizations are required to establish mechanisms for real-time feedback from birthing families. This data is then used to adjust protocols and address grievances, ensuring that the community’s needs are directly shaping the care they receive.
Industry Context: According to recent data from the Centers for Disease Control and Prevention (CDC), nearly 80% of pregnancy-related deaths in the U.S. are preventable. A significant portion of these deaths are linked to delays in diagnosis or treatment—delays that are often exacerbated when a patient’s concerns are ignored or minimized. By institutionalizing "Respectful Care," AWHONN aims to reduce these preventable tragedies by fostering an environment where patients are heard and their symptoms are taken seriously.
Official Responses: Voices from the Field
The announcement has been met with praise from healthcare leaders, patient advocates, and corporate partners alike.
Sarah Copple, Director of Perinatal Programs at AWHONN, emphasized the transformative nature of the designation. "The inaugural recipients represent organizations that are leading the way in advancing respectful maternity care," Copple stated. "Their dedication to creating safe, compassionate, and equitable care environments sets an example for hospitals across the country and reflects AWHONN’s vision for excellence in maternity care."
From the corporate sector, Scott Glenn, Vice President for Huggies diapers, highlighted the importance of the family experience. "Huggies believes every family deserves to feel respected, supported, and cared for throughout their maternity journey," Glenn said. "We congratulate the inaugural designation recipients for their commitment to advancing compassionate, equitable, and patient-centered care for mothers and babies. Together, we can help create better experiences and outcomes for families during some of life’s most important moments."
Representing the inaugural recipients, Amber Price, Sentara System Chief Nursing Officer (CNO), spoke to the internal impact of the recognition. "This recognition reflects the work our teams have already been doing and strengthens our focus on making sure every patient, every interaction, and every moment of care reflects that same level of respect and communication," Price noted. "As we move forward, it’s about building consistency, so every family feels the difference."
Price’s comments underscore a vital point: the RMC Designation is not a "one-and-done" achievement but a commitment to continuous improvement and cultural consistency across a large healthcare network.
Implications: The Future of Maternity Care in America
The launch of the RMC Designation carries profound implications for the future of the American healthcare system.
A New Benchmark for Hospital Choice
As more hospitals seek the RMC Designation, it is expected to become a key metric for expectant families when choosing a birth facility. Much like the "Magnet" status for nursing excellence or the "Baby-Friendly" hospital initiative, the RMC Designation provides a clear signal to the public that a facility prioritizes the human element of healthcare.
Impact on Nursing Retention and Morale
The framework also addresses the "moral injury" often felt by nurses working in high-stress, paternalistic environments. By fostering a culture of respect and teamwork, the RMC Designation can improve nurse satisfaction and retention. When nurses are empowered to provide the compassionate care they were trained for, the entire unit benefits.
Addressing the Equity Gap
Perhaps the most significant implication is the program’s potential to reduce racial and ethnic disparities. By mandating implicit bias training and equitable care protocols, the RMC Designation directly tackles the systemic issues that have historically led to poorer outcomes for marginalized communities. The focus on "equitable care" ensures that the standard of respect is applied universally, regardless of a patient’s socioeconomic status or race.
Scaling the Movement
With the inaugural list now public, AWHONN expects a surge in applications for the Fall 2026 and Spring 2027 cycles. The goal is for "Respectful Maternity Care" to move from a specialized designation to the baseline standard for all 2,700+ birthing hospitals in the United States.
In conclusion, the announcement on July 23, 2026, is more than a list of ten hospitals; it is the beginning of a new era. Through the leadership of AWHONN, the support of Huggies® Healthcare™, and the dedication of the staff at Sentara Health, the blueprint for a more humane, equitable, and safe maternity experience has been established. As these hospitals move from Bronze to Silver and Gold, they will continue to light the path for a healthcare system where every birthing person is treated with the dignity they deserve.
Hospitals and healthcare systems interested in joining this movement and pursuing the RMC Designation can find comprehensive resources and application details at https://www.awhonn.org/respectful-maternity-care/designation/.
