Wildflower Health's pregnancy tracking app has been made available to Medicaid populations in Louisiana and Texas. The company reported that prior to these recent rollouts, its offering, called Due Date Plus, was available to 2 million people across its existing commercial and Medicaid plans.
“By engaging an increasing number of lower income women during their pregnancies, we believe that we can help them take greater control of their overall health and give them the tools they need to create longer, healthier lives for their families and themselves,” Wildflower Health CEO Leah Sparks said in a statement.
Wildflower Health's app Due Date Plus helps pregnant women track their symptoms, monitor key milestones, read health tips, and view their benefits. One of Wildflower’s key customer groups are payers, which offer the app to their members. Many features included in the Wildflower app, like the click-to-call a nurse or “view benefits” features, are already available to the payers’ members, but Due Date Plus helps to highlight them.
The company already offers its app to the Wyoming Medicaid population and through a number of commercial health plans including LifeMap Assurance, Blue Cross of Idaho, and Aetna.
Four months after Wildflower Health launched the program for Wyoming Medicaid beneficiaries, in June 2014, the company reported that the app’s monthly retention rates were at 80 percent. Wildflower Health reached close to one third of estimated Medicaid pregnancies in Wyoming.
Earlier this year, Wildflower Health raised $5 million in VC funding and announced a partnership with Everyday Health, which offers the popular What to Expect digital franchise. Through this partnership, What to Expect, which is available as an app or on the web, will inform its users, based on their profile, if their health plan offers the Wildflower Health app.
“It’s such a powerful value proposition, to harness this reach of pregnant women they have,” Sparks told MobiHealthNews at the time in reference to the team at What to Expect. “I mean they’re the number one pregnancy app, they get 75 to 80 percent of US pregnancies just organically.”