California Blue Shield launches program to support expectant parents
Blue Shield of California Promise Health Plan launched a new program Thursday aimed at easing the financial stress of being a new parent.
A managed care organization that offers Medi-Cal, Blue Shield of California Promise Health Plan has about 580,000 members in Los Angeles and San Diego counties.
The new program, called the Promising Start Program, is available to members in San Diego County during the first year of life. To be eligible, members must be pregnant or have given birth within the past 11 months. The program is an extension of the insurance company's Medi-Cal maternity program, which provides members with perinatal support and education, connections to community resources, care management support and resources for those experiencing miscarriage.
It offers Promising Start kits, which include postpartum and newborn products such as diapers, diaper rash cream and breastfeeding pads. These will be delivered to eligible members around their expected delivery date.
In addition, these deliveries will provide information about preventive care, scheduling postpartum checkups and pediatrician visits. Members also receive Amazon coupons to purchase diaper supplies and other items during their child's first year. They can receive these vouchers after completing a series of postpartum care and child health check-ups.
The insurance company estimates that more than 800 pregnant members will receive kits within the first year of the program. Kristen Cerf, president and CEO of Blue Shield of California Promise Health Plan, said that in addition to tracking enrollment in the plan, the organization will measure the number of preventive care visits participants make, anticipating better health outcomes among participants.
“The program is designed to be a key engagement touchpoint, encouraging members to take advantage of preventive care options, such as postpartum visits and maternal depression screenings, and to schedule important well-child exams during their baby's first year of life,” Cerf said in an email. “Through these touchpoints, the Promising Start program is designed to help support members and close gaps in care for mothers and their babies.”
Diapers and other baby products currently cost about $80 per month, which can be a huge sum for new parents. Cerf said the move could ease the financial burden.
“While having a baby is one of the most transformative and exciting experiences for a family, it can also be incredibly stressful and stressful… We're excited to help ease the financial pressure families face as they welcome a baby,” she said.
Morten Falch Soterland, Getty Images
