WASHINGTON, D.C. – In a landmark move for the American healthcare landscape, the Association of Women’s Health, Obstetric and Neonatal Nurses (AWHONN) officially announced the first cohort of hospitals to receive the Respectful Maternity Care (RMC) Designation on July 23, 2026. This inaugural recognition marks a pivotal shift in how maternity services are evaluated, moving beyond clinical outcomes alone to incorporate the essential pillars of dignity, equity, and patient autonomy.
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The designation, supported by Huggies® Healthcare™, honors hospitals that have successfully integrated evidence-based practices designed to eliminate disparities and foster a culture of compassion. Among the first to achieve this prestigious status are ten facilities within the Sentara Health system, all of which earned the Bronze-level designation, signaling a comprehensive commitment to systemic reform in maternal health delivery.
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I. Main Facts: Defining the RMC Designation
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The AWHONN Respectful Maternity Care (RMC) Designation is not merely a badge of honor; it is a rigorous framework designed to transform the culture of labor and delivery units. For decades, the United States has grappled with a maternal mortality crisis that disproportionately affects women of color. The RMC Designation was developed as a direct response to these systemic failures, providing hospitals with a roadmap to ensure every patient receives care that is free from bias, coercion, and disrespect.
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The Inaugural Recipients
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The Spring 2026 class of recipients is dominated by Sentara Health, a leading non-profit health system. The ten hospitals recognized include:
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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 "Bronze" status indicates that these facilities have completed the foundational requirements of the RMC program, which include intensive staff education, the implementation of new clinical protocols, and a demonstrated commitment to transparency in patient interactions.
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The Role of Corporate Partnership
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A critical component of the program’s rollout has been the involvement of Huggies® Healthcare™. By providing the necessary financial and logistical support for the implementation phase, Huggies has enabled AWHONN to scale the program nationally, ensuring that hospitals have the resources to train nursing staff and obstetricians in the nuances of respectful care.
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II. Chronology: The Evolution of the RMC Framework
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The path to the July 2026 announcement began several years ago, as healthcare advocates and nursing leaders recognized that clinical excellence was insufficient if patients felt unheard or mistreated during childbirth.
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Phase 1: Research and Development (2022–2024)
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AWHONN began by synthesizing global standards of care, including the World Health Organization’s (WHO) recommendations on respectful maternity care. During this period, AWHONN identified key "disrespect markers," such as lack of informed consent, physical or verbal abuse, and the dismissal of patient concerns—factors that often precede medical emergencies.
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Phase 2: Pilot Programs and Partnership (2024–2025)
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In late 2024, AWHONN partnered with Huggies® Healthcare™ to create a sustainable designation model. Pilot programs were launched in select health systems to test the feasibility of the RMC requirements. These pilots focused on "every interaction, every time," ensuring that the principles of respect were not just policies on a wall but lived experiences for the patients.
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Phase 3: System-Wide Implementation (2025–Early 2026)
Sentara Health emerged as an early adopter, enrolling ten of its hospitals in the designation process. Throughout late 2025 and early 2026, thousands of nurses and multidisciplinary team members underwent specialized training. Quality improvement (QI) initiatives were launched to monitor patient feedback in real-time, leading to the final evaluations in the spring of 2026.
III. Supporting Data: The Urgent Need for Reform
To understand the significance of the RMC Designation, one must look at the data driving the maternal health crisis in the United States. According to the Centers for Disease Control and Prevention (CDC), approximately 80% of pregnancy-related deaths in the U.S. are preventable.
Addressing the Equity Gap
Data consistently shows that Black, American Indian, and Alaska Native women are two to three times more likely to die from pregnancy-related causes than white women. Research indicates that "weathering"—the physical toll of chronic stress caused by systemic racism—and "clinical dismissal" play significant roles in these outcomes.
The RMC Designation requires hospitals to track data specifically related to:
- Patient-Reported Experience Measures (PREMs): How often patients felt their questions were answered and their choices respected.
- Morbidity Rates by Demographics: Identifying whether certain racial or socioeconomic groups experience higher rates of complications within the facility.
- Staff Education Completion: Ensuring that 100% of the perinatal workforce is trained in implicit bias and respectful communication.
The Impact of Nursing Interventions
As the primary caregivers at the bedside, nurses are the frontline of the RMC initiative. Studies have shown that when nurses are empowered to advocate for patient autonomy, the likelihood of unnecessary interventions (such as non-medically indicated C-sections) decreases, and patient satisfaction scores rise significantly. The RMC framework leverages this by requiring multidisciplinary team engagement, ensuring that doctors, nurses, and administrators are all aligned on the same patient-centered goals.
IV. Official Responses: Leadership Perspectives
The announcement has garnered praise from across the healthcare spectrum, with leaders emphasizing that the RMC Designation is a transformative tool for the industry.
AWHONN: Setting the Vision
Sarah Copple, Director of Perinatal Programs at AWHONN, highlighted the trailblazing nature of the first recipients. "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."
Huggies® Healthcare™: A Commitment to Families
From the corporate perspective, Scott Glenn, Vice President for Huggies diapers, emphasized the brand’s mission to support the entire "maternity journey."
"Huggies believes every family deserves to feel respected, supported, and cared for," said Glenn. "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."
Sentara Health: A System-Wide Transformation
Amber Price, Sentara System Chief Nursing Officer (CNO), spoke to the internal shifts required to achieve the Bronze designation across ten hospitals.
"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 remarked. "As we move forward, it’s about building consistency, so every family feels the difference."
Price’s comments underscore a critical aspect of the RMC program: it is not a one-time achievement but a continuous process of improvement. The "Bronze" designation serves as a foundation upon which Sentara plans to build toward Silver and Gold status in the coming years.
V. Implications: The Future of Maternity Care
The launch of the RMC Designation has profound implications for the future of obstetrics and neonatal care in the United States and potentially abroad.
1. Standardization of "Soft Skills"
For too long, communication and empathy were viewed as "soft skills" that were secondary to clinical expertise. The RMC Designation formalizes these elements, making them as essential to a hospital’s reputation as its infection rates or surgical outcomes. This standardization will likely influence how medical and nursing schools approach their curricula, placing a higher premium on patient-centered communication.
2. Market Differentiation and Consumer Choice
In an era of increased healthcare consumerism, the RMC Designation provides a clear metric for expectant parents. Families—particularly those from marginalized communities who may harbor distrust toward the medical system—will likely seek out hospitals with the RMC seal of approval. This could drive a market-based incentive for other hospital systems to adopt the framework to remain competitive.
3. Policy and Insurance Influence
As the data from RMC-designated hospitals begins to show improved outcomes and reduced litigation risks, insurance providers and federal policy-makers may take notice. There is potential for the RMC framework to be integrated into value-based care models, where reimbursement rates are tied to the successful implementation of respectful care protocols.
4. A Template for Other Specialties
While currently focused on maternity care, the RMC model provides a template for other areas of medicine where patient-centeredness is critical, such as oncology, geriatrics, and chronic disease management. The success of the AWHONN initiative may spark similar movements across various medical associations.
Conclusion
The recognition of the ten Sentara hospitals as the inaugural recipients of the AWHONN Respectful Maternity Care Designation is more than a news item; it is a signal that the healthcare industry is finally addressing the human element of clinical care. By prioritizing dignity and equity, AWHONN, Huggies, and Sentara are not only improving the experience of childbirth for families in 2026 but are also laying the groundwork for a safer, more just healthcare system for generations to come.
As the program continues to grow, AWHONN invites hospitals nationwide to join this movement. Detailed information on the application process and the requirements for the various tiers of the designation can be found at the official AWHONN website.
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About AWHONN
The Association of Women’s Health, Obstetric and Neonatal Nurses (AWHONN) is a 501(c)3 nonprofit membership organization. Our mission is to empower and support nurses caring for women, newborns, and their families through research, education, and advocacy.
About Huggies® Healthcare™
Huggies® Healthcare™ is a division of Kimberly-Clark dedicated to providing innovative solutions for healthcare professionals and families, ensuring that every baby receives the best possible start in life.
