According to the federal Agency for Healthcare Research and Quality (AHRQ), more than 1.2 million C-sections are performed annually at a cost of $14.6 billion per year and more than half of all C-sections are medically unnecessary.

UnitedHealthcare has launched an initiative to assist physicians in its network reduce neonatal intensive care unit admissions by sharing data highlighting the increased risk of neonatal complications for babies delivered by scheduled C-sections.

Their highlights have shown that 48 percent of newborns admitted to the neonatal intensive care unit (NICU) were from scheduled – many before 39 weeks’ gestation. That fact is STAGGERING

The Insurance provider had released a statement, “Reducing the overall number of elective caesarean sections would significantly decrease health risks for mothers and their newborns,” said Tina Groat, M.D., national medical director of Women’s Health for UnitedHealthcare, a UnitedHealth Group (NYSE: UNH) company.

UnitedHealthcare’s Healthy Pregnancy Owner’s Manual mentions the following for consideration for an elective C-section:

* waiting until 39 weeks helps ensure a baby’s lungs are fully developed;
* babies born before 39 weeks can be at increased risk for respiratory problems and other conditions that might require special care;
* women who have labor induced are more likely to need a C-section or experience other labor complications.

This is an encouraging move from the large insurance company.

The “Modern champion for mothers”, Jenny McCarthy, is taking her mission to a new level. The launch of her new label, Too Good by Jenny McCarthy, was just announced. The new brand will be positioned as providing safe, non-toxic surroundings for children and is set for launch at mid-tier retailers next spring or summer.

The line will include non-toxic bedding, apparel, feeding products, toys/activity sets, cleaning products, bathroom textiles, gluten-free food and beverages, and other categories.

McCarthy told the business newswire “Everywhere I go I meet parents who are looking for products that are safe for their children,” said McCarthy. “Unfortunately, they want what only a handful of specialty boutiques carry at a hefty price. BSP (the agency of record) and I are working together to fill the market void in safe, non-toxic products for children. With the TOO GOOD(TM) brand, I intend to make the building blocks for a healthy environment universally accessible for all families. ”

Her new book, Mother Warriors, Will be in stores September 2008, and her sixth book, Healing and Preventing Autism with Dr. Kartzinel, is scheduled for release in the spring of 2009.