Priority Health launches PriorityBABY, a family-first program for parents, caregivers and babies

(GRAND RAPIDS, Mich. — March 7, 2024) Priority Health, a nationally recognized nonprofit health plan serving more than 1.3 million members, has announced the launch of PriorityBABY™, a family-first program available to members with newly added newborn dependents. 

The program is designed to support parents, caregivers and their babies up to the child’s second birthday by providing resources and answering common questions about infant health and safety. The program is available for fully funded groups and ASO, Medicaid and Individual members. Qualified members will be invited to join the program starting this month. Once members opt in, they will receive a welcome gift and ongoing communications with education and resources.

“The physical, mental and emotional development of a child is very important in the first two years of life, and we understand that parents may encounter challenges and have questions about cost of care and coverage,” said Kristen Burleson, director of Health Plan Quality Improvement for Priority Health. “That’s why we developed PriorityBABY – to provide customized support and education for our members, from birth to toddlerhood.” 

Parents and caregivers who are enrolled in PriorityBABY will receive resources and support covering topics such as important appointment reminders for baby, cost and coverage plan information, safety education and health care tips. 

PriorityBABY expands on the success of PriorityMOM, which launched in 2021 to walk expectant mothers through their pregnancy and reduce the total cost of maternity care, preterm births and postpartum readmissions. The maternity management program has seen successful results, with fewer emergency department visits and a rise in positive behavioral measures. 

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About Priority Health:

With over 30 years in business, Priority Health is the second largest health plan in Michigan, offering an extensive portfolio of health benefits options for employer groups and individuals, including Medicare and Medicaid plans. Serving more than 1.3 million members each year and offering a broad network of primary care physicians in Michigan, Priority Health continues to be recognized as a leader for quality, customer service, transparency and product innovation. Learn more about affordable, quality health coverage options from Priority Health