On Maternal Health Awareness Day, Anthem Highlights Efforts to Improve Experiences and Outcomes

2025 initiatives strengthen access, coordination, and support for moms and families across Kentucky

LOUISVILLE, Ky.--(BUSINESS WIRE)--In recognition of Maternal Health Awareness Day on January 23, 2026, Anthem Blue Cross and Blue Shield spotlighted their continued efforts in 2025 to improve the maternal health experience and outcomes for moms, babies, and families across Kentucky.

Across the Bluegrass State, many families face obstacles navigating care during pregnancy, childbirth, and the postpartum period. This underscores the importance of approaches that improve access to quality care and provide resources and support that empower families throughout their maternal health journey.

Creating a Better Maternal Health Experience for Members

In 2025, Anthem continued to simplify the maternal care experience by expanding access to personalized support and easier care navigation for moms and families. These efforts include proactive maternal case management, educational resources that guide members through pregnancy, birth, and postpartum, and digital tools like the Sydney app that help families find and connect with the care they need, including obstetricians and gynecologists, specialists, doulas, lactation consultants, behavioral health providers, and pediatricians.

Through its Building Healthy Families program, employer-sponsored health plan members have access to personalized maternity support designed to improve care coordination and navigation. The program connects families to digital educational resources, care management support, and access to care teams, including family care coaches and maternity nurses. Through the Sydney Health app, members can also access health screenings, personalized care plans, and tools that help support physical, emotional, and developmental needs before and after birth.

“Better maternal outcomes begin with better care experiences,” said Kennan Wethington, President of Anthem Blue Cross and Blue Shield in Kentucky. “By connecting clinical care with personalized support and simple care navigation, we can help families feel supported throughout pregnancy and postpartum and achieve healthier outcomes.”

Investing in Communities to Improve Outcomes

Alongside health plan efforts, the Anthem Foundation continues to invest in community-based organizations that drive innovative, scalable solutions spanning pre-conception care, pregnancy, delivery, postpartum, and infant health.

In 2025, the Foundation provided funding to Count the Kicks to expand access to its evidence-based stillbirth prevention tools by making educational resources available at no cost across Kentucky. Through a mobile app and printed materials, expectant parents can track fetal movement during the third trimester and are encouraged to seek immediate care if movements change, helping support healthier birth outcomes.

These investments build on years of progress through close collaboration with local nonprofit organizations. Foundation-supported maternal health initiatives are helping improve outcomes and care experiences by strengthening how families access care.

A Shared Commitment to Moms, Babies, and Families

Together, Anthem and its Foundation are strengthening maternal care in Kentucky by combining health plan support, technology, and community investment to improve experiences and outcomes. As Maternal Health Awareness Day underscores, healthier futures for moms and babies are possible when care is compassionate, coordinated, and rooted in the needs of families.

About Anthem Blue Cross and Blue Shield

Anthem Blue Cross and Blue Shield is the trade name of Anthem Insurance Companies, Inc., an independent licensee of the Blue Cross and Blue Shield Association. ANTHEM is a registered trademark of Anthem Insurance Companies, Inc. The Blue Cross and Blue Shield names and symbols are registered marks of the Blue Cross Blue Shield Association. Additional information about Anthem Blue Cross and Blue Shield in Kentucky is available at www.anthem.com. Also, follow us @AnthemBCBS on X, Facebook and LinkedIn.