Recent studies, articles and opinion pieces highlight the push for enhanced maternity support, targeted health programs, and comprehensive coverage for female-specific health issues.

While these touch into broader strategies to improve worker retention and reduce healthcare costs, the more prominent truth is that these programs are essential, not just for women to thrive, but for business and society to thrive.

And, while Pew Research finds that women make up about 47% of the overall workforce, they comprise 51% of the college-educated workforce.

The rise of maternity and family health programs
Maternity management has emerged as a priority for employers, not just in terms of the costs and health risks associated with pregnancy, but as foundational to quality of life. High-risk pregnancies are among the top ten most costly conditions, prompting companies to expand benefits that ensure better maternal and neonatal outcomes.

Well-designed programs provide a range of support from preconception to postpartum, aiming to reduce premature births and neonatal intensive care unit (NICU) admissions, which in turn can lead to 38% lower NICU costs and a 3:1 ROI for employers who invest in these services. Optum explores such in a 4-part series on supporting employees early in their pregnancy journeys, so that companies not only reduce costs but also foster a positive work environment that values employee well-being.

Beyond financial advantages, proactive maternity programs emphasize early intervention, one-on-one guidance, and education for expectant mothers to enable women to navigate their health with confidence. This approach mitigates potential complications, shortens hospital stays, and enhances long-term health for both mother and child. Consultants and brokers can advise their clients on these cost-saving measures, highlighting that well-supported maternity care ultimately leads to a healthier, more productive workforce.

Supporting female-specific health concerns
Beyond maternity, women face unique health challenges, including a higher prevalence of autoimmune diseases, specific cancers (such as breast and uterine cancers), and other reproductive health issues. A new study from CVS Health found that women’s health benefits are becoming more comprehensive and are now a critical factor in attracting and keeping women in the workforce. Key findings include

• 69% of employers recognize the importance of benefits that specifically target women

• 75% plan to increase "access" to such services

• Healthcare spending for women 45 - 64 is 21% higher, on average, than for men

Employers are increasingly incorporating solutions that address these needs, and are now viewing benefits like lactation support, fertility treatments, and urinary health programs as non-negotiable elements of comprehensive women’s health benefits.

As Eric Bricker notes in one of his engaging LinkedIn whiteboard videos, "Women make 80% of the healthcare decisions for a family... they are the 'healthcare CEO' of the household."

And specialty vendors like ARC Fertility, Frame Fertility, Kindbody, Maven Clinics, Progeny Health and Progyny (among several others) are focused on a broad range of complex family and woman-specific health journeys and planning issues, from IVF to actual pregnancy, to menopause. Along with the rise of these passionate players, women themselves are stepping into their personal, family and societal power.

Addressing social determinants of health (SDoH) for women
SDoH have a profound impact on women’s health outcomes, influencing everything from access to care to chronic disease prevalence. For example, economic barriers, housing instability, and inadequate access to nutritious food can exacerbate health risks, particularly for women in low-income brackets. Mercer’s recent analysis highlights that women are more likely than men to feel financially strained by healthcare costs, with a significant number in lower-income positions where benefits might not fully meet their needs.

To bridge these gaps, employers are adopting approaches that consider SDoH factors. Programs that offer telehealth options or direct access to community resources have sprung up to support women in areas where medical care is sparse. Consultants can play a key role by guiding employers to integrate such SDoH-sensitive programs, emphasizing that these resources help address health disparities while enabling employers to achieve broader health equity goals.

Ensuring engagement through targeted outreach
A critical factor in the success of these programs is ensuring women’s engagement. Many companies and vendors find that targeted, psychographically-informed outreach is essential to prompt women to enroll in and stay engaged with these benefits. Maternity and women-specific programs are most effective when they reach employees early and often, addressing barriers like confidentiality concerns and lack of understanding around program offerings. Open communication about privacy laws and clear messaging around program benefits can, also, significantly increase engagement.

Benefit consultants and brokers can amplify engagement by recommending culturally and psychographically attuned outreach efforts that resonate with diverse segments of the female workforce. Tailoring communication to address the specific needs and concerns of women from various backgrounds not only improves program adoption but also empowers women to take an active role in managing their health.

Building a holistic health support framework for women
Ultimately, expanding women’s health programs goes beyond simply offering benefits; it requires a comprehensive framework that encompasses proactive maternity care, support for female-specific health conditions, consideration of SDoH, and effective engagement strategies. For employers, investing in these programs is not only a competitive advantage in attracting and retaining talent but also a step towards fostering a more inclusive and supportive workplace.

And it's not just about family planning and fertility. In her recent LinkedIn post, Farheen Dam at Aon noted that, per The American Journal of Managed Care, significant gaps in women's heart care also persist. The study states that women remain underrepresented in heart disease trials, which affects the generalizability of findings due to sex-based differences, and that barriers to female participation include logistical challenges, cultural biases, and a lack of awareness about trial opportunities.

The last word
In a West Wing episode, Jed Bartlet talks about a Korean word, "han."

"There is no literal English translation. It's a state of mind; of soul, really. A sadness. A sadness so deep, no tears will come. And yet, still, there's hope."

For millions of women - and men - the yearning for wholeness in both their family and their work worlds demands that our industry continue to evolve a more compassionate and holistic approach to the well-being of our people. For consultants, such work goes beyond costs, risk, compliance, and outreach - it goes to listening - and hearing. When we bring that feeling sense to the table, our program designs and offerings will more often touch the lives of those we truly care about - and enliven our shared human longing to be healthy and fulfilled.

~ Mark Head
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