Babylist Expands Health Offerings Following Successful First Year
July 08 2024 - 3:49PM
Business Wire
The company’s health offering has shipped over
100,000 breast pumps since launch
Babylist, the trusted platform for millions of growing families
with products and services across commerce, media, and health,
announced that it has expanded its health offering to provide
expecting and new parents with easier, more transparent access to
health and wellness products during pregnancy and postpartum. This
expansion includes broader coverage with the breast pump insurance
offering, a new FSA/HSA shop, and a new ability to get replacement
pump parts for free through insurance. The continued growth into
health demonstrates the power of Babylist’s ability to unlock its
extremely influential audience across diversified categories and
services.
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Babylist helps expecting mothers find the best breast pump for
them and processes the insurance reimbursement on their behalf.
Since launching this offering in 2023, Babylist has shipped over
100,000 breast pumps. 12% of Babylist registrants now use Babylist
to get their breast pumps through insurance. Babylist currently
works with major insurance providers, including Aetna, Blue Cross
Blue Shield, Cigna, and United Healthcare, and supports the
military population using TRICARE to provide increased access to
postpartum care for families. Babylist’s health business boasts an
impressive NPS of 88, in contrast to the healthcare industry’s
average of 34. This exceptional rating is attributed to its
user-friendly experience in ordering a breast pump through
insurance, a traditionally frustrating user journey.
As part of this effort to improve accessibility, Babylist users
can now purchase an assortment of eligible FSA/HSA items directly
from the Babylist Shop and receive reimbursement from their
provider. Babylist has also created a dedicated FSA/HSA hub so
families can easily find eligible products along with educational
content.
“Our mission extends far beyond supplying the necessities for
welcoming a baby. We are dedicated to being a reliable source of
accessible care and guidance for families,” said Babylist Founder
and CEO Natalie Gordon. “Central to our mission is the support we
provide to mothers throughout their postpartum journey. We fully
recognize the distinctive challenges and joys inherent in nurturing
a newborn and acknowledge that for many mothers, breastfeeding
plays a significant role in this journey. It's thrilling to see our
users finding value in our offerings and we eagerly anticipate
introducing further innovations to address the pressing needs
within the health category."
Parents already relying on Babylist for its registry and content
now benefit from its seamless access to health services.
Historically, Babylist has supported feeding success and the myriad
unknowns and decisions both prenatally and postpartum through
expert-led content like “A Lactation Consultant’s Top 10 Products
to Help with Breastfeeding,” “The Best Gear for Pumping at Work”
and “Best Wearable Breast Pumps of 2024.” In fact, “How to Get a
Free Breast Pump Through Insurance” was one of Babylist’s top
editorial articles for years. This user interest helped Babylist
validate the consumer need for this business and is now a top
driver to Babylist Health. Today, parents can easily navigate from
many of Babylist’s popular editorial articles to the health
offering where they can easily order their pump through insurance.
Once they receive their pump, parents can turn to both Babylist and
Expectful, a division of Babylist and new voice in health and
wellness for pre-pregnancy through postpartum, for expert guidance,
answers to common questions, and personal narratives that support
them through their feeding journey.
Lots of moms don’t realize that replacing certain pump parts can
keep their pump working better longer, or that the majority of
insurers cover these replacement parts every 30 days. Babylist uses
personalized communications – including newsletters, helpful
content targeted to their gestational stage or baby’s birth date,
and reminders – to make sure users are aware of these guidelines.
By reminding new parents by email, SMS, or push notification when
they are eligible for new parts and shipping them within two
business days, Babylist eliminates any guesswork. The health
services Babylist provides are unique in that they include durable
medical equipment (DME) integrated into a comprehensive platform.
Here, mothers can explore a diverse range of pumps, conduct
detailed feature comparisons on product listing pages and
conveniently order replacement parts and milk storage bags in just
a few clicks.
Babylist’s unmatched ability to listen and adapt to its users'
needs has allowed the company to build a platform that fills the
highly fragmented gap in the baby market. The expanded health
offerings round out Babylist’s ecosystem of products and services
that support the journey of building a family.
ABOUT BABYLIST
Babylist is the trusted platform for millions of growing
families. For over a decade, Babylist has been the technology
solution for expecting parents and the community that supports
them, expanding from baby registry into a full-service platform
that helps parents make decisions with confidence, stay connected,
and build happy and healthy families. Every year Babylist helps
over 9M people make purchases through its registry, app, ecommerce
shop, and comprehensive product guides. The Babylist ecosystem now
includes Babylist Health, which provides access to products and
services including insurance-covered breast pumps, Expectful, a new
voice in health and wellness for pre-pregnancy through postpartum
care, and The Push, a branded content studio that works with the
biggest companies in the baby space. With over 55M monthly
pageviews and 1.3M TikTok followers, Babylist is a generational
brand leading the $110 billion baby care market. To learn about
Babylist’s registry options, editorial content, and more, visit
www.babylist.com.
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