WellCare of Nebraska

Baby's First In the News:

innovator of the yearGoals:


  • Mother and baby physical and emotional health
  • Postpartum healthcare education
  • Pediatric vaccine compliance
  • Relationship bonds between members, families, and WellCare
  • Family planning and birth spacing
  • Utilization of WellCare services
  • EPSDT and well-care visits
  • HEDIS scores and Star ratings


  • Shaken Baby Syndrome (SBS)
  • Sudden Infant Death Syndrom (SIDS)
  • Infant abuse and neglect
  • Costs of health care
  • Emergency Department usage

Project Description:

New parents often struggle with where to find accurate information about what to expect with their new baby’s arrival. Helping parent(s) to understand early child-development milestones, home-safety, and how to emotionally cope with the needs of a newborn and the responsibilities it brings– and support other household members — is at the core of the Baby’s First program.

WellCare of Nebraska’s Baby’s First program was designed to help improve mother and infant health, reduce Shaken Baby Syndrome (SBS), and provide resources for those families in need. The program is offered to all mothers in Nebraska with no cost to enroll.

BehavioralRx™ Implementation:

GoMo Health leveraged its proprietary emerging science, BehavioralRx™, the science of patient engagement, to build the program and determine the engagement strategy, approach and content delivered. The following behavioral and cognitive techniques were applied: 

  • Suggestion Technology: Intervening at the right time
  • Conditioning Technology: Reinforcing target behavior
  • Reduction Technology: Persuading through simplifying
  • Tailoring Technology: Persuasion through customization



The Baby’s First Program is a 100% permission-based, opt-in postpartum education program. Specific needs of each subscriber are identified through an initial onboarding survey and ongoing health-related data collection that stratifies subscribers by risk level, delivering content and resources to support them how and when they need it most.

The program delivers infant-care messages to mothers until their babies reach 15 months old. Messaging is customized based on the mother’s self-professed need for support and includes links to WellCare-branded GoMo Care Pages™ that deliver deeper content and videos. Moms receive up to six messages per week until the baby is six months old. After that, the mother receives two-three care messages per week for the duration of the program.

The program materials are focused around healthy child-rearing, postpartum and pediatric provider visit and vaccination reminders, education on SBS, calming and coping techniques, healthy-parenting motivation, local support resources, answers from parent surveys, and more.

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