App aims to improve access for mothers in rural Va. App hopes to improve access for mothers in rural Va.

Your Health

The Centers for Disease Control and Prevention cites breast-feeding as one of the keys to improving the health of Americans, and rates have been increasing over recent years.

According to the CDC's 2011 National Immunization Survey, 80.5 percent of Virginia mothersn breast-fed at some point, 53.7 percent were breast-feeding at 6 months, and 22.9 percent were breast-feeding exclusively at 6 months.

But additional data highlight the gap between low- and higher-income women. A 2008 CDC report showed that, between 1999 and 2006, breast-feeding rates were significantly higher among higher-income families - at 74 percent - compared with lower-income at 57 percent.

The CDC also measures breast-feeding supports, and notes that there are limited numbers of lactation support professionals available to many women, which might suggest why fewer women are exclusively breast-feeding for the recommended 6 months.

In September, Virginia contracted with a Washington, D.C.-based app company called Pacify Health that allows women in the state's Special Supplemental Nutrition Program for Women, Infants and Children, or WIC, access to a variety of health professionals.

Pacify allows women to download an app on their smartphones through which they can communicate with health professionals with expert knowledge in everything from breast-feeding to nutrition.

Co-founders George Brandes and Ben Lundin describe it as a 24/7, on-demand network, allowing mothers to get questions answered quickly and easily. The average connection time for mothers using the app is about 25 seconds.

So far Pacify is available only to WIC members in four rural health districts - Lenowisco, Russell County, Tazewell County and Mount Rogers health districts. The Department of Health is conducting a 12-month study pilot with WIC that could result in statewide availability, according to Brandes.

"We work with the local clinic staff to enroll their WIC participants in the program," he said. "They get the app put directly on their phones completely free, and then they have a year of unlimited access ... so far we've got about 100 moms participating."

The company has about 250 professionals in its network.

For mothers outside the WIC program, Pacify typically costs $39 for a month of unlimited services, with additional packages available for six months or one year. But while Pacify is a private company, the bulk of its presence is through public assistance programs in multiple states.

"When we initially started the company we recognized that one of the core issues in Medicaid and public assistance programs in general is there are a shortage of doctors, and the primary care is truly lacking in rural areas," Lundin said.

Utilizing telehealth to allow women access to lactation professionals, for example, could improve breast-feeding rates for low-income women in rural areas - which could make a big difference.

"If you're rural and low-income," Lundin pointed out, "Your access to primary care may be literally nil."

kdemeria@timesdispatch.com(804) 649-6813Twitter: @katiedemeria