Michigan Payer Offers Members Access to Virtual Maternity Care Program

To improve care for those engaged in family planning, Blue Cross Blue Shield of Michigan has partnered with Maven Clinic to offer a virtual maternity care program that provides parenthood, pregnancy, postpartum, and pediatrics services.

Amid the rapid expansion of digital health interventions, maternal healthcare is often targeted for improvement as the United States has one of the worst maternal mortality rates among high-income countries. To help combat the issue, Blue Cross Blue Shield of Michigan sought a partnership with Maven Clinic, which offers a digital family health platform, including a digital care app.

Maven Clinic is a virtual provider of maternal care that offers a wide array of services, including pregnancy and fertility care. The Maven app offers users one-on-one support from a care advocate, along with clinical care from more than 30 specialty providers, including obstetricians, pediatricians, and lactation consultants.

"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. 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," said Aji Abraham, senior vice president of health plan business innovation and market solutions at Blue Cross Blue Shield of Michigan, in a press release.

The virtual maternal care program will provide three services related to family building, maternity, and parenting and pediatrics. These services include preconception and egg freezing support, a year-long program providing pregnancy and postpartum care, and childcare navigation assistance.

In addition, a reimbursement tool known as Maven Wallet can be paired with the family building program. Maven Wallet streamlines the process of reimbursing employees for adoption and surrogacy expenses.

"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."

The use of digital health interventions to support maternal healthcare has become increasingly common.

For example, a study published in July found that telehealth, specifically phone-based psychotherapy, and home monitoring, was effective in enhancing maternal healthcare. Study results indicated that these services led to lower anxiety and depression levels.

Further, some providers are turning to telehealth to provide breastfeeding support for postpartum women. Through a newly launched virtual support program, Trinity Health of New England is one of those providers, aiming to help women remotely connect with lactation consultants.