What can you do if you go beyond 30 day deadline to get newborn baby on health insurance?

Our baby was born 7/07/06, wife had an extra week stay due to complications and has been an ongoing thing so lost track of getting the health insurance application in. Health insurance is telling me I have waited too long to get my new baby on my company health insurance plan due to an IRS law and now, of course, all the claims for the medical bills are not being met and bills are due. WOULD GREATLY APPRECIATE ANY SUGGESTIONS OR ADVICE.

gerber has life & health ins. for newborns