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Maternity & Family Benefits

The One Strategy You Need to Avoid the Million Dollar Baby and Improve Clinical Outcomes for Your Employees

April 4, 2019

Nearly 10% of babies born in the United States are born premature — which results in not only adverse health outcomes for mom and baby but also significant healthcare costs for employers (1). According to the March of Dimes, a premature baby spends an average of 25.4 days in a specialty care nursery at an average cost of $144,692 (2). Making matters worse, premature births are on the rise — according to the March of Dimes, there has been a 36% increase since the 1980s (3).

The reason for this increase is unclear, but one thing is certain: early risk identification, targeted education, and intervention have been proven to reduce preterm incidence, improve health outcomes, and significantly reduce healthcare costs.

This might sound like a lot to undertake, but with the right maternity benefits program, these results are possible. The key is a strategy built with a strong behavior change framework that empowers participants to make decisions and engage in behaviors that reduce the risk of preterm delivery.

However, what's most important is how you deliver that strategy — because as you know, there’s nothing worse than a benefits program that has low participation. Because 35% of the American workforce are millennials, 79% of whom spend 3+ hours on their phones daily, the best way to guarantee the results you want is through a mobile-first solution (4, 5). If it’s not mobile, it’s not accessible and it’s not going to drive the results you need.

Here’s how a mobile solution makes a difference:

  • Reaches the participant where they are: No more generic calls from unknown numbers that get ignored, and no more crossing your fingers that patients will prioritize appointments and know the right questions to ask. With a mobile solution, you can connect with participants through a channel where they are already spending their time — their phones.

  • Notifications and reminders: With a mobile solution, you don’t have to rely on participants to be accountable. Notifications and reminders not only ensure engagement but also increase the chances of behavior change, leading to improved outcomes.

  • Targeted and personalized education: With increased engagement and cues to report data, mobile solutions can use machine learning to curate personalized and targeted content and information so that participants are led down an education path that supports their specific needs. The result is a more engaged participant getting the information they need to make the best decisions for a happy, healthy pregnancy.

The Ovia Health clinical research team has proven that this strategy works. Companies who have signed up for our mobile-first benefits solution have significantly increased program engagement and the ability to reduce preterm incidence by 10-30%, depending on the samples compared.


For more information, download our webinar, How to Avoid the Million Dollar Baby. In just 30 minutes, you’ll learn:

  • The biggest pitfalls in traditional maternity strategies and how to address them
  • How to implement an effective strategy to increase engagement and improve outcomes
  • How to calculate the financial impact of your maternity strategy

Click here to Download the webinar

1: https://www.cdc.gov/features/prematurebirth/index.html
2: https://www.marchofdimes.org/peristats/pdfdocs/nicu_summary_final.pdf
3: https://consumer.healthday.com/encyclopedia/pregnancy-33/pregnancy-news-543/premature-births-on-the-rise-643869.html
4: https://www.marketwatch.com/story/millennials-are-taking-over-the-workforce-2018-04-16-11884422
5: https://www.digitalcommerce360.com/2018/10/04/mobile-millennials-are-reshaping-the-consumer-landscape/