Technology only works when it serves the human element. When we introduced Wildflower’s integrated program into a Provider-Payer partnership, the immediate challenge was demonstrating that our tool wasn't adding administrative burden—it was acting as a digital shield. The program consists of EMR integration working seamlessly within current workflows to provide evidence-based education and health advocacy support for patients. Here’s what our most recent measurement period showed, reinforcing the power of early intervention.

When I look at our data, I don't just see numbers; I see the potential relief on a young mother’s face when a Health Advocate says, "I can handle that for you." Our technology is best-in-class, but it’s the human connection—the empathetic reach of our Health Advocates—that delivers the change. They turn complicated medical and insurance jargon into a clear, actionable path, helping every mother feel seen, supported, and confident in her journey.

Despite more than three decades of advocacy, a critical gap persists between awareness and action in lactation support. Disparities by race, ethnicity as well as the state a new mother resides in, all affects her access to breastfeeding help. Ultimately, the conversation about infant feeding is a conversation about community health. Forging a shared path toward sustainable and accessible lactation support is easier said than done. Here's the type of change we're advocating for.

Shouldn’t we be looking at more than financial ROI? Financial ROI is only the tip of the iceberg when we investigate the benefits of an intervention program. We need to understand the elements of VOI and SROI to fully appreciate the benefits across all stakeholders of a value-based maternity care program like Wildflower’s. Maternal health is a perfect use case to apply a Blended Value Approach.

Key lessons we’ve learned at Wildflower over more than a decade of building, evolving, and growing in this space: Follow the Money (Yes, It’s Complicated in Healthcare) -- Stay Focused, But Make Room to Grow -- Dream Big, Stay Practical. More than anything, it’s important to stay tapped into your passion and purpose for fixing our broken healthcare system and how it impacts women’s health, quality of life, and longevity. It is not a journey for the faint of heart, but it’s a fight worth fighting that these lessons learned help spark and sustain the next wave of women’s health innovators.

There are structural challenges in the healthcare system that make innovating in women’s health difficult. But unlike broader societal problems, these structural challenges can be mitigated for innovators who adopt business models and solution sets that overcome the challenges to unlock value and growth in women’s health transformation. After years of working in women’s care, four challenges stand out for me that should not be underestimated when building a women’s health business model.