Improving engagement with moms-to-be on Medicaid using a personalized, digital-first solution

A NovuHealth Success Story


Reaching moms-to-be when it matters most

Community Health Choice, Inc. (Community) is a non-profit managed care organization (MCO) based in Houston that serves 400,000 members across Southeast Texas—many of whom are Medicaid-eligible pregnant women and their newborn children who face challenges related to social determinants of health.

In a given year, Community covers approximately 25,000 Medicaid births. Like most Medicaid plans, Community knows that infants born to mothers who received no prenatal care are 3X more likely to have a low birth weight1 and 5X more likely to die2 than children born to mothers who received prenatal care.

Recognizing the importance of prenatal, postpartum and well-child visits to the health of mothers and their babies, as well as a health plan’s bottom line, Community wanted to motivate more moms to complete those all-important healthcare activities.

“We were doing relatively well with the prenatal and postpartum visits, but because there’s so much at risk with those measures, we wanted to make absolutely sure we were reaching every mom-to-be we possibly could,” said Pam Hellstrom, Chief Compliance and Quality Officer at Community Health Choice. “We knew NovuHealth’s strength is motivating members to complete healthy activities, so our partnership was a natural fit.”


A digital-first approach designed for maximum impact

NovuHealth designed a member engagement and incentive program that Community has offered to more than 20,000 moms and expectant mothers as the Community Rewards Program. The primary objective was to motivate them to enroll and complete their prenatal, postpartum and well-child healthcare activities within the HEDIS-specified timeframes.

With this goal in mind, NovuHealth leveraged its deep experience in consumer marketing, behavioral science and predictive analytics to design a member engagement solution that incorporated the following:


The impact of a personalized, member-focused engagement strategy

The program launched in mid-2018 and has been delivering impressive results ever since. The percentage of eligible members who enrolled in the program exceeded Community’s goals by 20 percent.

Of the eight available healthcare activities, prenatal and postpartum care have had the highest completion and reward redemption rates. In total, nearly 10,000 critical prenatal, postpartum and well-child healthcare activities (and counting) have been completed.

Key Takeaway

The value of a collaborative partnership

When the challenges that come with pregnancy are compounded by factors such as financial instability, food insecurity, language barriers and more, adequate prenatal and postpartum care can easily be compromised. Community has seen this first-hand and is working with NovuHealth to strategically overcome the obstacles that stand between mothers, their children, and better health. “This program is incredibly important to us. Our mission is a healthy life for every Texan, and partnering with NovuHealth enables us to deliver on that promise,” said Hellstrom.


NovuHealth is the leading healthcare consumer engagement company, offering rewards and incentive programs that improve consumer health and plan performance. NovuHealth applies proven loyalty and data science strategies and leverages its deep industry and regulatory expertise to motivate high-value consumer activities. Headquartered in Minneapolis, NovuHealth has worked with nearly 40 health plans and served more than 15 million consumers across all 50 states.

1Henderson, 1994
2HRSA, 2006
3NovuHealth insight

*8.4% of eligible members
**7.4% of eligible members


Early prenatal care matters. Women in NovuHealth engagement programs who complete a prenatal healthcare activity complete 3X as many healthcare activities per infant3.

About NovuHealth

Novuhealth is the leading healthcare consumer engagement company, driven to improve consumer health and health plan performance. NovuHealth motivates consumers to complete high-value healthcare activities by leveraging its sophisticated engagement platform, proven loyalty and behavioral science strategies, and deep industry and regulatory expertise. Headquartered in Minneapolis, NovuHealth has worked with nearly 40 health plans and served nearly 15 million consumers across all 50 states.


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