BACKGROUND: Heel blood sampling of newborns plays an important role in the diagnosis of neonatal hypothyroidism, phenylketonuria, and other inherited metabolic diseases. Embracing breast milk sucking (EBMS) can increase the newborn's sense of security and can relieve pain. The purpose of the present study was to explore the effect of EBMS on alleviating the pain of neonatal heel blood sampling. METHODS: A total of 96 neonates undergoing heel blood screening were selected from June 2019 to June 2020, and were randomly divided into 2 groups (n=48 in each group). The control group was given routine intervention, and the observation group was given EBMS intervention. The success rate and time-consuming of 1-time blood collection, heel congestion after blood collection, crying time and bleeding time of newborns, blood oxygen saturation and heart rate index, and pain were compared between the 2 groups. RESULTS: The success rate of 1-time blood collection in the observation group was higher than that in the control group, and the blood collection time was shorter than that in the control group (P<0.05). The heel congestion in the observation group was better than that in the control group (P<0.05). The crying time and bleeding time of newborns in the observation group were significantly shorter than those in the control group (P<0.05). The blood oxygen saturation of the observation group was higher, and the heart rate was lower than the control group (P<0.05). The total Neonatal Infant Pain Scale (NIPS) score of the observation group was lower than that of the control group (P<0.05). CONCLUSIONS: EBMS can improve the success rate of 1-time blood collection; shorten the time of blood collection; ensure that blood oxygen saturation and heart rate are at normal values; and effectively reduce the occurrence of heel congestion after blood collection, crying time and bleeding time of newborn heel blood collection, and neonatal pain.