Blue Cross Massachusetts expanding women's health services

Photo: SDI Productions/Getty Images

Blue Cross Blue Shield of Massachusetts is expanding access to its women's health offerings, with new services and care options that include a new doula program that's part of an expanded partnership.

The organization launched a pilot program with Accompany Doula Care meant to help address racial inequities and improve maternity and birthing care across Massachusetts by pairing eligible members with a birth doula, which Blue Cross said can significantly reduce cesarean and premature deliveries and improve health outcomes.

According to Blue Cross' latest Health Equity Report, Black women in particular are disproportionately affected by severe maternal morbidity, having a higher percentage of childbirths with potentially life-threatening complications compared to other populations.

As part of the pilot, racially and ethnically diverse pregnant members in the state will receive doula services from Accompany Doula Care, including prenatal visits with ongoing messaging and education, in-person support during birth and postpartum visits. As the current pilot advances, Blue Cross said it will gather feedback and data to assess the outcome of the program.

WHAT'S THE IMPACT?

Blue Cross also announced that Maven Clinic's Menopause and Midlife Health program is now available at no cost to Blue Cross fully-insured 51-plus accounts and available as a buy-up for self-insured accounts. Earlier this year, Blue Cross announced that it is working with Maven to offer a variety of programs to support reproductive health.

Additionally, Blue Cross is working with Cleo to offer a family care platform meant to support parents and caregivers. Available as a buy-up for certain employer customers starting January 1, 2025, Cleo will provide one-on-one personalized guidance, expert support and resources, the organization said.

Blue Cross also highlighted other recent women's health initiatives, including an internal support group, "Beyond the Pause," that allows for an open dialogue on menopause with an in-house OB-GYN and nurse practitioner; and in-person and virtual sessions for employees with the Reproductive Health Care Team, along with Maven Clinic, to discuss menopause support and care options.

The company's employees also now have access to Maven Clinic's programs, including support for adoption, surrogacy, IUI, IVF, male fertility, egg and sperm freezing, pregnancy, postpartum support, return to work, coaching for parents of children ages 1-18, perimenopause, menopause, postmenopause and men's midlife support.

THE LARGER TREND

This summer, Blue Cross Blue Shield of Massachusetts signaled intent to expand access to support and resources for LGBTQIA+ members through a gender-affirming care program and a partnership with virtual care provider FOLX Health.

Blue Cross said the program is designed to help members find the care and services that meet their needs during certain "reproductive health milestones," billing itself as one of the first health plans in the country with an integrated, clinical team dedicated to gender-affirming care.

Most Blue Cross members also now have access to FOLX Health, a virtual provider focused on LGBTQIA+ health, which offers a variety of services including gender-affirming care, primary care, mental healthcare, fertility and diverse family building.

ON THE RECORD

"We want our members to feel supported and cared for during every stage of their health journey, from adolescence through maternity, postpartum and menopause," said Dr. Monica Ruehli, Blue Cross' clinical director of reproductive health and gender affirming services. "We're proud of the work we're doing to support both our employees and our members, and these new initiatives are just more ways we can help meet the needs of women and families."

Jeff Lagasse is editor of Healthcare Finance News.
Email: jlagasse@himss.org
Healthcare Finance News is a HIMSS Media publication.