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Women’s and Family Health

No matter what stage of life your employees are in, we want to ensure they’re well informed with pregnancy and women’s health resources.

Ovia HealthTM

Ovia Health apps provide maternity and family planning support for employees through fertility, pregnancy and parenting with health trackers, videos, tips, coaching, and more.

Ovia Fertility — Health and Fertility to track health status and know when they’re most likely to become pregnant.

Ovia Pregnancy — Pregnancy and Postpartum supports a happy and healthy pregnancy, where participants can look up food and medication safety, connect with a registered nurse, watch the baby grow week by week, and plan a return to work.

Ovia Parenting — Family and Working Parents offers support for the early years of parenting, including tracking the baby’s growth and milestones.

Participants can download the Ovia Health apps from the Apple App Store or Google Play Store. There is more information in the Ovia Health flier.

Find an OB-GYN

An obstetrician-gynecologist (OB-GYN) specializes in women’s health care. That care includes pregnancy and childbirth, but also annual well-woman exams, preventive health screenings, hormonal disorders, and more. When choosing an OB-GYN, participants need to consider their preferences. They can use Provider Finder® to search for an in-network OB-GYN that fits with their needs and values.

Well onTarget®

Well onTarget offers digital self-guided courses to support healthy pregnancies through every stage. Topics include healthy foods, body changes, and labor. And, for each course completed, participants earn Blue PointsSM to redeem things like gift cards and home goods – anything that motivates you to keep making healthy choices for you and your baby.

To get started, employees can:

  • Log in to Well onTarget with their Blue Access for MembersSM username and password
  • Download the Well onTarget AlwaysOn® wellness app

High-risk pregnancy

If a pregnancy is considered high risk, participants can get additional support over the phone from a Blue Cross and Blue Shield of Texas (BCBSTX) maternity specialists. A maternity specialist will contact the participant after the first trimester if the pregnancy has been determined high risk by the OB-GYN. 

Maternity Coverage

Maternity care is covered under global billing, meaning participants aren’t billed until the end of their pregnancy after childbirth. Copays and coinsurance may still apply to the first visit with the doctor if the deductible hasn’t been met, or if they need a certain test or procedure outside of routine prenatal care, depending on the health plan.

A participant can research and compare costs for any non-routine test or procedure before their appointment by logging in Blue Access for Members and using the cost estimate tool.

Added Value

The plan also covers:

  • Two electric breast pumps per plan year, covered up to 100% (hospital-grade breast pumps are covered up to $150).  
  • Six lactation counseling sessions per plan year, covered at 100%.
  • Family planning services, including contraception options

Participants can connect with a Personal Health Guide (PHG) 24/7 for all the benefits mentioned above and more. They can call 1-866-355-5999 or chat through the BCBSTX App to:

  • Locate an OB-GYN and eventually a pediatrition
  • Review maternity benefits and coverage
  • Explain billing
  • Add newborn to health plan
  • Coordinate prior authorizations

Ovia Health is an independent company that has contracted with Blue Cross and Blue Shield of Texas to provide maternity and family benefits solutions for Blue Cross and Blue Shield of Texas

The Well onTarget program is offered to you as a part of your employer-sponsored benefits. Participation in the Well onTarget program, including the completion of a Health Assessment, is voluntary and you are not required to participate. Visit

Well onTarget for complete details and terms and conditions. Blue Points Program Rules are subject to change without prior notice. See the Program Rules on the Well onTarget Member Wellness Portal for more information.

Blue Points Program Rules are subject to change without prior notice. See the Program Rules on the Well onTarget Member Wellness Portal for more information.

Taxes may apply. Individuals must be at least 18 years old to purchase. Members agree to comply with all applicable federal, state and local laws, including making all disclosures and paying all taxes with respect to receipt of any reward.

BCBSTX makes no endorsement, representations, or warranties regarding third-party vendors. Members should contact the vendor directly with questions about the products or services offered by third parties.