Georgia launched a pilot program in December 2022 to tackle its high rates of maternal morbidity, mortality, and complications such as cesarean sections, preterm births, NICU admissions, and maternal mental health issues.
This collaboration involves Uber Health, Avesis, Elevance Health, and community health partners. The program supports mothers with high-risk pregnancies through targeted interventions and has initiated a broader conversation about including maternity and childcare assistance programs in health insurance coverage.
The Program's Comprehensive Approach
Georgia’s pilot program is designed to meet the complex needs of pregnant women by offering individualized nutritional counseling, a weight scale, and $300 in UberEats vouchers to tackle the social determinants of health, such as access to nutritious food.
Another key component of the program is its emphasis on connecting participants with primary care physicians, given the high percentage of expectant mothers in Georgia who are without a designated healthcare provider. This strategy aims to support maternal and infant health both immediately and long-term, focusing on the critical period before and after birth.
Wider Implications for Maternal and Childcare Programs
The U.S. has a maternal mortality rate notably higher than other developed countries, particularly among women of color. Georgia's new pilot program highlights the potential of integrating maternal care and childcare assistance programs into healthcare insurance policies nationwide.
Expanding family medical and maternity care services, especially in maternity care deserts, can be achieved through subsidized midwives, doulas, and in-home nurses, as well as transportation assistance. The goal is to ensure geographical barriers and low incomes do not stand as barriers for expecting mothers who may face high-risk pregnancies.
After birth, new mothers are less likely to attend self-health appointments than the general population, revealing another pain point. Introducing a childcare subsidy program through insurance, or even free childcare programs, for these new mothers would free up time and resources to attend healthcare appointments and engage in preventative care. This accessibility is key for the early detection and management of health issues.
Benefits for Insurers
Insurers can benefit significantly from supporting maternity and childcare assistance programs. Early preventative care can reduce the need for costly treatments later, resulting in substantial cost savings. Additionally, by providing services that go beyond standard healthcare, insurers can enhance customer satisfaction and loyalty, building long-term relationships.
Promoting preventative care and early interventions for mothers and children can also lower overall healthcare costs by reducing chronic conditions. Moreover, participating in public health efforts, particularly in reducing maternal mortality, boosts an insurer's reputation and positions them as leaders in social responsibility.
Final Thoughts
Georgia’s pilot program shows how proactive support can address the maternal health crisis, highlighting the need for comprehensive maternal and childcare assistance programs and provides key insights for insurers. By adopting similar approaches, insurers can improve health outcomes for mothers and children, cut long-term healthcare costs, and enhance their market position. Expanding these programs is essential for building a healthier future for families and communities.
