The call, which she found insensitive, was from the gynaecology unit and caught her off guard, exacerbating her pain.

After sharing her experience on social media, Emma learned that many other women had similar distressing experiences, such as receiving check-up letters after stillbirths or inappropriate calls during sensitive times. These incidents highlight systemic issues in the healthcare system's handling of pregnancy loss.

Emma's personal experience with baby loss includes a previous ectopic pregnancy. During her treatment at Grange University Hospital, she found it distressing to be near the birthing unit.

She also received promotional materials from a pregnancy tracking company and a nappies company around her due date, despite no longer using these services.

Working for Samaritans Cymru and involved in a parental mental health project, Emma is aware of the significant mental toll such experiences can take, particularly on women without children who are dealing with infertility or pregnancy loss.

Aneurin Bevan University Health Board apologized for the upset caused by the call and has committed to improving bereavement and baby loss services to prevent future occurrences of such incidents.