Blue Cross Blue Shield of Michigan will roll out a new family building and maternity support program head of open enrollment.
The insurer said Wednesday that the platform, launched in partnership with Maven Clinic, will allow members to access a personalized app that guides them through the family planning process including pregnancy, postpartum and pediatrics. Users are able to follow multiple paths to parenthood based on their needs.
The goal, Blue Cross said, is to address gaps in care and improve outcomes for both parents and babies.
“Supporting new parents is more important than ever when it comes to not only maintaining healthy families but ensuring a strong and diverse workforce for employers,” said Aji Abraham, senior vice president of health plan business innovation and market solutions at Blue Cross, in the release.
“We know there’s an urgent need for easier access to support services and healthcare providers to improve maternal and infant outcomes, while also helping parents return to the workforce postpartum," Abraham said. "We’re confident this partnership will help us address these challenges while supporting Michigan families and those of our customers across the country through every step of this exciting stage of their lives.”
Through the program, members can access three main tracks: family building, maternity and paternity and pediatrics. Maven Wallet is also available as an option for the family building program, allowing self-funded employers to reimburse for adoption or surrogacy services.
The solution is designed to serve as an extension to existing fertility and maternity benefits, offering supplemental support and education between scheduled prenatal and postpartum visits to a physician. Users can access one-on-one support from care advocates, who are available to answer questions 24/7 and assist members in finding high-quality and in-network providers.
The platform also offers access to virtual support from a slew of specialty providers including obstetricians, lactation consultants and pediatric sleep coaches.
“We are thrilled to partner with Blue Cross Blue Shield of Michigan to increase access to care, drive equity in the patient experience and improve clinical outcomes across fertility, maternity and all family journeys,” said Kate Ryder, founder and CEO of Maven Clinic, in the press release. “Through our partnership, fully-insured employers gain Maven Maternity, and self-insured employers can purchase any combination of the three programs that best fit their company needs to reduce healthcare costs and improve talent retention.”