Michelle Ellinger of Madison Newborn Care

Phoenix Project: Madison Newborn Care

For Michelle Ellinger, January and February were the busiest months ever for her  newborn care and postpartum support agency, Madison Newborn Care. Then the coronavirus hit and most of her clients didn’t feel comfortable bringing in outside help.

So her business fell off a cliff, losing 75 percent of her revenue almost overnight. The 17 affiliated doulas and newborn care specialists her Madison agency places with families, each with their own businesses, have had little work since.

Michelle has been supporting families during the postpartum time since 2006, expanding her solo practice into Madison’s first postpartum and newborn care agency in 2016, quickly followed by a sister agency, Milwaukee Newborn Care in 2017.

“I’ve never seen anything like this,” she said.

The slowdown has allowed her to revamp her systems and retool her marketing plans, but she’s hopeful to bring needed care for newborns and relief for their parents much more broadly again very soon.

Madison Newborn Care
PO Box 14667
Madison, WI 53708

Share this post

Share on facebook
Share on linkedin
Share on pinterest
Share on print
Share on email