Novant Health Physician Practices Receive State Recognition

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Novant Health Eastover Pediatrics and Novant Health Midtown OB/GYN named "Mother-Baby Friendly"

Novant Health Eastover Pediatrics and Novant Health Midtown OB/GYN were two of the three outpatient clinics recently named by the North Carolina Breastfeeding Coalition (NCBC) as inaugural recipients of the Mother-Baby Friendly Clinic Award. Both practices are located in Charlotte.

This competitive award signifies excellence in support for breastfeeding families. Awardees must:

  •     Complete advanced education in lactation support
  •     Provide quality patient education to ensure that mothers achieve their infant feeding goals
  •     Eliminate all advertising from infant formula manufacturers
  •     Ensure that their patients have access to breastfeeding support in the community

Criteria for the award are very closely based on the “Baby-Friendly USA Guidelines and Evaluation Criteria,” and the Academy of Breastfeeding Medicine’s “Clinical Protocol #14: Breastfeeding-Friendly Physician’s Office: Optimizing Care for Infants and Children.”

According to Emily Taylor, Past-Chair of the NCBC, “We created this award so that North Carolina’s families know where to turn for evidence-based, high-quality breastfeeding support. We congratulate the inaugural award winners.”

Breastfeeding is widely recognized for improving health outcomes for mothers and babies. “Creating a practice that is welcoming to breastfeeding families is a vital way of promoting an activity that makes a huge difference in the health of our community,” says Michael Giftos, pediatrician with Eastover Pediatrics.    

Research shows that a mother’s decision to breastfeed can be greatly influenced by the opinion and support of the healthcare providers she encounters while she is pregnant. “Our office enthusiastically supports and promotes breastfeeding through the combination of an environment conducive to breastfeeding and education of our physicians, office staff and families,” says Heather White, obstetrician with Midtown OB/GYN.

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Robin Baltimore
Novant Health
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Caryn Klebba
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