Blue Shield of California Promise Health Plan launched a new program Thursday that aims to ease the financial stress of becoming a new parent.
A managed care organization offering Medi-Cal, Blue Shield of California Promise Health Plan has about 580,000 members across Los Angeles and San Diego counties.
The new program, called the Promising Start Program, is available for members in San Diego County for the first year of a baby’s life. In order to be eligible, members have to be pregnant or have given birth in the last 11 months. The program is an extension of the insurer’s Medi-Cal Maternity program, which offers support and education for members during the perinatal period, connection to community resources, care management support and resources for those experiencing a pregnancy loss.
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It provides Promising Start kits that include postpartum and newborn supplies like diapers, diaper-rash cream and breastfeeding pads. These are delivered to eligible members around their expected delivery dates.
In addition, these deliveries will provide information on preventive care, scheduling appointments for postpartum checkups and pediatrician visits. Members can also receive Amazon vouchers so they can buy diaper supplies and other items during the child’s first year. They can access these vouchers after completing a set of postpartum care and well-child visits.
The insurer estimates that more than 800 pregnant members will receive kits within the first year of the program. In addition to tracking enrollment in the program, the organization will measure the number of preventive care visits that are made by participants, anticipating that participants will have better health outcomes, according to Kristen Cerf, president and CEO of Blue Shield of California Promise Health Plan.
“This program is designed to be a key engagement touchpoint to encourage members to utilize preventative care options, like postpartum visits and maternal depression screenings, and schedule vital well-child visits throughout the first year of their baby’s life,” Cerf said in an email. “Through these touchpoints, the Promising Start Program aims to help support the member and close any care gaps for mothers and their babies.”
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Currently, diapers and other baby supplies can cost about $80 a month, which can be significant for new parents. This initiative can reduce that financial burden, according to Cerf.
“While having a baby is one of the most transformative and exciting experiences for a family, it can also be incredibly stressful and straining. … We’re excited to help ease the financial strains of welcoming a baby into the family,” she said.
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