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Maternity Program

Precious Additions®, Horizon BCBSNJ’s maternity program, is dedicated to helping parents-to-be learn useful information about how they can care for their babies and themselves throughout pregnancy.

About the Program

Eligible members who have access to Horizon Wellness programs can enroll in Precious Additions, a free and voluntary program, and are encouraged to do so as early as possible in their pregnancy so they can take advantage of all that the program has to offer.¹ Members can enroll online by completing and submitting an enrollment form or call Member Services at the telephone number on the back of their Horizon BCBSNJ member ID card. While we are validating your benefit, you will receive an instant email upon enrollment with educational resources to use.

Once enrolled, members will receive a prenatal package² from Horizon BCBSNJ with:

  • A pregnancy guide and health information
  • A children’s health guide
  • Information about Horizon BCBSNJ’s programs and resources
  • Details on cord-blood banking and information about a prenatal class partial reimbursement

Prior to receiving the prenatal package, enrolled members will also have immediate access to the following resources to help them with their pregnancy:

My Pregnancy Assistant (an online tool powered by WebMD®)

My Pregnancy Assistant, an interactive web-based tool, offers videos, trackers and checklists that provide important information throughout the stages of pregnancy. Users can also set goals, read articles, take quizzes and participate in online activities.

Doctor & Hospital Finder

Prenatal care is important for mom’s and baby’s health. Members who don’t already have an in-network Ob/Gyn can find one using our Doctor & Hospital Finder. Use the custom settings to search by specialty and location, view group and hospital affiliation, and more.

Treatment Cost Estimator

Members looking to estimate labor and delivery costs can use our Treatment Cost Estimator to get information based on their plan coverage so they know what to expect not only financially, but also medically. Members can access the Treatment Cost Estimator after signing in.

Support and Information

Maternity Health Coach

The registered nurses of our Maternity Health Coach program are available to answer general questions about pregnancy such as exercise, nutrition, breastfeeding, traveling, and any physical and emotional changes that expectant and new moms might be experiencing. Members can contact a coach weekdays from 8 a.m. to 8 p.m., ET, at 1-888-624-3096, option 3. Members of the State Health Benefits Program (SHBP) or the New Jersey School Employees Health Benefits Program (SEHBP) can call 1-866-901-7477, option 3.

24/7 Nurse Line

For general health questions, especially outside the hours the Maternity Health Coaches are available, members can call the 24/7 Nurse Line. The 24/7 Nurse Line, which is staffed with registered nurses who have an average of 15 years experience, can provide trusted, doctor-approved information to guide members’ health care decisions. Members can access the 24/7 Nurse Line by phone at 1-888-624-3096. SHBP/SEHBP members should call 1-866-901-7477. The 24/7 Nurse Line is also available via chat.

Case Management

Members facing a high-risk pregnancy can reach out to our Case Management program at 1-888-621-5894, option 2. Specialized Care Managers, who are nurses from Horizon BCBSNJ’s high-risk maternity Case Management program, can provide support during a high-risk pregnancy.

Blue365 Discounts

When you’re having a baby, the costs can add up. Blue365® can help members who are pregnant or new parents save money on items and services they may need. Blue365 offers exclusive deals available only to Blue Plan members.

More Tools and Resources

Pregnancy Guide and Journal

Parents-to-be can get information about how their baby is developing each week in this pregnancy guide. They can also capture their own thoughts about pregnancy to help them remember this special time in the guide’s journal pages.


This free health text messaging service³ is designed to promote maternal and child health by providing free text messages that contain health information and resources. Members can sign up for this free service by texting the word BABY (or BEBE for Spanish) to 511411.

1Self-insured account members should check with their benefits administrator to see if they are eligible for this program. 2Materials are subject to change. 3Standard text messaging rates may apply.

These tools and resources are not a substitute for the care of a doctor. If you have medical concerns or questions, please contact your doctor.

Precious Additions®, Maternity Health Coach and 24/7 Nurse Line are for informational purposes only. Nurses cannot diagnose problems or recommend specific treatment. They are not a substitute for your doctor’s care. Services are not an insurance program and may be discontinued at any time. In the event of an emergency, please go to the nearest hospital or doctor, or call 911 or your local emergency services number. Please check with your benefits administrator to determine if you are eligible for these programs. Blue365® offers access to savings on items and services that members may purchase directly from independent vendors. The Blue Cross and Blue Shield Association (BCBSA) may receive payments from Blue365® vendors. Neither Horizon BCBSNJ nor the BCBSA recommend, warrant or guarantee any specific Blue365 vendor or discounted item or service. To find out what is available to you through Blue365®, visit or call the number on the back of your member ID card. WebMD® provides health assessment tools and wellness education to Horizon BCBSNJ members. WebMD® is independent from and not affiliated with Horizon BCBSNJ.