Doula Coverage Expands via Medicaid, Insurers

In Memphis, Tennessee, doula Shanille Bowens recently sat with client Shaquoiya Stewart, each holding one of Stewart's 6-month-old twins, as Bowens asked a familiar question: "Do you think there's anything you need more support with?" This simple exchange highlights a growing trend in maternal care, where doulas—trained professionals offering physical and emotional support before, during and after birth—are shifting from a niche service for the affluent to a mainstream option accessible to families across income levels.

Once viewed as an unaffordable luxury, with costs often exceeding $2,000 without coverage, doula services are now supported by expanding insurance reimbursements. More than 30 states provide or are implementing Medicaid coverage for doulas, a sharp increase from 14 states in late 2022, according to the nonprofit National Health Law Program. Private insurers are following suit, including UnitedHealthcare, which introduced a new benefit this year for its commercial clients, allowing reimbursements for doula care. In Tennessee, a pilot program under a Medicaid initiative managed by UnitedHealthcare covers services at no cost to eligible members, enabling...