Yossi's motivation was deeply personal. His youngest sister had given birth to her first child in a hospital maternity ward on the first day of Passover.

Eager to celebrate the second day of Passover with family, she requested discharge. Despite a low-risk delivery and the well-being of both mother and child, the hospital denied her request due to their protocol. This struck a chord with Yossi, who believed personal sentiments shouldn't be overlooked.

Wondering about alternative birthing options, Yossi delved into the birth center movement and the Midwifery Model of Care. Here, childbirth wasn't just a medical procedure but a natural event to be supported and celebrated.

His newfound understanding led him to explore an inner-city birth center where he offered to spearhead the community outreach effort. Over time, he saw the potential the center held – not only for improving the birthing experience but also for advancing women's health more broadly. When the center's owner expressed an interest in selling, Yossi quickly arranged for investor support. However, the deal didn't go through, but his ambition remained undeterred.

While Yossi contemplated venturing into birth centers in major metropolitan regions, his investor recommended exploring smaller markets outside big cities. These locations, besides having lower entry costs, presented a strong community fabric. They also allowed for the integration of a comprehensive range of women's health and wellness services, ensuring robust backing for any center Yossi would establish.

With this vision and the necessary funds, Lilac Health - Birth & Wellness Centers came into existence.