In the US, women aged 35 and over accounted for over 50% of births, up from 30% in 1990. Those pregnancies were all considered high risk by medical standards. As these numbers have increased, employers have also seen an increase in related health care, hospitalizations, and costs — for moms and babies. Is there a way HR can communicate benefits to mitigate these health risks with an awareness of cost but a focus on care?
Traditional maternity programs often don’t engage until midway through pregnancy, after a critical time for prevention has passed. Do you know how (and when… and what) your company’s medical plan communicates, and specifically how they communicate with pregnant women over 35?
Don’t assume an obstetrician will personally and thoroughly share all necessary and important information throughout a high-risk pregnancy. Health insurance, and HR by default, has a role to play.
Intimidated When It Comes to Communicating?
This downloadable communications planning cheat sheet can help you get started with objectives, audience, messages, channels, and timing.
Tread Carefully When Talking About Age
These days, it seems odd to consider 35 “advanced maternal age.” In the medical world, though, that’s the age when risks increase for pregnancy. (Until recently, the term used was “geriatric pregnancy”…thankfully, that’s archived.)
In your communications, be sure to acknowledge that women are having babies later in life for several widely accepted reasons — career ambitions, financial concerns, fertility issues, and others. Still, women often feel distressed when labeled with terms like advanced maternal age or high risk. Certainly, women over 35 don’t consider themselves at an advanced age.
Your message should be one of support and resources. Stick to the stats, facts, and medical knowledge, and steer away from too much talk about age.
Campaign to Communicate Care (and Costs) for Those with Diabetes
This company targeted chronic conditions like diabetes as an area to cut costs through employee education and awareness.
Reiterate the Health Complications — the “Why”
Pregnant women enrolled in a company medical plan are likely getting prenatal care. So, women 35 and older have probably heard from their doctor about the risks involved in pregnancy. But you need to put supporting science and medical facts in your communications. That’s the biggest reason behind the “why” in your appeal.
| Complications for mom: – High blood pressure (preeclampsia) – Gestational diabetes – Twins (which increases risks of the above) – C-section | Complications for baby: – Preterm birth or low birth weight – Stillbirth – Chromosomal conditions |
Give a Clear Call to Action
You want women near or over 35 to understand the implications of a pregnancy, and to seek prenatal care as soon as possible — before they get pregnant or as soon as they find out.
Does your insurance carrier have a maternity program? Is there special support for high-risk pregnancies? Point women to these resources and tell them how to find an in-network obstetrician.
Communicate Cost Concerns without Seeming Callous
When it comes to cost, your messaging should focus on awareness. Women over 35 may not understand the cost implications of a high-risk pregnancy — another reason to get quality prenatal care and follow an obstetrician’s guidance.
About 10% of newborns are admitted to a neonatal intensive care unit (NICU) these days, an increase of 13% in just six years. In 2024, newborn/infant care ranked #5 in high-cost conditions, and congenital anomalies was #6 (this category holds SunLife’s highest single claim of the year at $12.7 million). While all high-cost pregnancies and NICU admissions can’t be attributed to women over 35, the correlation in rising numbers is undeniable.
You could also talk about out-of-pocket costs for the parent. Lay out the copays/coinsurance for newborns and toddlers based on these national averages:
Newborns through three months:
- Healthy newborn: $950
- Newborn admitted to NICU: $2,182
Toddlers between 18 and 24 months:
- Not admitted to NICU after birth: $1,724
- Admitted to NICU after birth: $3,021
It’s very concerning in HR when you see a data point that you know represents a medical, emotional, and financial hardship for an employee and their family. And yes… often a challenge for the medical plan.
That’s where effective, authentic communications can reach out to the right audience and make a real difference through education and awareness.
