The Couplet Care story
Couplet Care, Inc was founded on a mission: to strengthen maternity care for new families.
The healthcare system has not yet been optimized for birthing parents, infants, or those caring for them. To move closer to the safe, quality care that we all deserve, we’ve collaborated with patients, clinicians, and a dedicated team with diverse health equity expertise, to reimagine what respectful, equitable, and supportive care can be.
Designed by women with firsthand knowledge
Every idea begins with a pivotal moment of inspiration. For our founder, Dr. Kristin Tully, this moment came during her undergraduate studies when she was profoundly influenced by learning how mothers and infants are a mutually regulating system. Additionally, the national "Back to Sleep" campaign significantly reduced infant mortality by advocating for back sleeping in infants. The realization that family interconnectedness and public health guidance impact both experiences and health outcomes sparked her interest in promoting enabling environments to accommodate human needs — for example, breastfeeding, sleep patterns, infant positioning, and maternal well-being are intimately connected.
As a (then) Research Assistant Professor in the Department of Obstetrics and Gynecology at the University of North Carolina at Chapel Hill, Dr. Tully focused her research on quality maternity care, supportive patient-provider communication, breastfeeding experiences, and maternal health through the postpartum “4th trimester.” Her work at the Carolina Global Breastfeeding Institute at the UNC Gillings School of Global Public Health highlighted the urgent need for innovative solutions in postnatal care.
In 2016, driven by her firsthand observations and extensive research, Dr. Tully spearheaded a project to address a critical gap in maternity care: the design of infant bassinets. She noticed that traditional U.S. hospital bassinets were designed primarily for use from a standing position, making it difficult for mothers to interact with their newborns from their hospital beds. This barrier undermines infant safety and introduces problems for mothers to see and reach their infants.
Dr. Tully's innovative spirit led her to apply for funding from the North Carolina Translational & Clinical Sciences Institute (NC TRaCS), which awarded her and colleagues the Improving Human Health Award. This support enabled her to collaborate with experts from various fields, including the UNC School of Medicine and North Carolina State University’s School of Design. Together, they embarked on a human-centered design project to found Couplet Care Inc, and create the Couplet Care Bassinet™.
The project, a testament to the power of interdisciplinary collaboration, empowered Dr. Tully and her team to conduct surveys with thousands of healthcare providers and new parents, informing the design. They worked closely with industrial designers to develop prototypes, iterating based on feedback from key users across hospitals in North Carolina. The result was a bassinet that seamlessly integrated the needs of both mother and newborn, promoting safety, comfort, and ease of use.
Dr. Tully’s work transcends product innovation, addressing health inequities and promoting reproductive justice by establishing assurances for health through collaborative, community-engaged research and advocacy. Her story exemplifies how rigorous research, passion, collaboration, and a commitment to making a difference can lead to innovative solutions that improve lives and build a better future for families.
Fine tuning the best experience
The development of the Couplet Care Bassinet™ has been a remarkable journey of innovation and interdisciplinary collaboration. The timeline below outlines the key moments in the evolution of the bassinet, highlighting its inception, research and development phases, prototyping, testing, and steps towards market readiness and showcases the collaborative efforts and rigorous process that have brought this solution closer to transforming hospital postnatal units for mothers and their newborns.
Timeline/key moments:
The Couplet Care Team
Couplet Care, Inc. team members are leaders in human-centered design for maternal-focused health care services.
Stacie McEntyre
Kristin Tully, PhD
Alison Stuebe, MD, MSc
Carl Seashore, MD
Andrea Braden, MD, IBCLC
Catherine Sullivan, MPH, RDN, LDN, IBCLC, RLC, FAND
Francoise Knox Kazimierczuk, PhD, RDN, LD, CLC, ATC, CSCS, NSCA-CPT, FAND
Commercialization Experts
Don Holzworth
Serial Entrepreneur
Jan L. Davis
Serial Entrepreneur | Davis Growth Partners
Nikin Shah
Co-Founder & General Partner Front Porch Venture Partners
Marshall Kuremsky, MD
Partner | LOUD Capital
Ty Hagler
Key inventor of the Couplet Care Bassinet™
Discover the innovative Couplet System of Care
Explore the bassinet designed to connect families safely, promote bonding, and provide exceptional support for parents, infants, and clinical staff.