Category winner of the AXA PPP Health Tech & You awards, Baby Buddy, is working to widen its ever-increasing app audience to include dads and grandparents and several languages.
Baby Buddy, a fun and funky app designed by the charity Best Beginnings to guide mothers through their transition from pregnancy to parenthood, features expert-approved advice and content for pregnant women and new mothers.
Alison Baum, CEO of Best Beginnings, the charity that developed Baby Buddy, is keen to extend the existing audience of the app to include dads and grandparents.
‘The app has now been downloaded over 30,000 times, and is used by women of all ages.’
Baby Buddy is actively promoted by health professionals to mothers in 140 areas of the country, and is embedded into NHS care pathways1 in 11 areas across England.
‘We are hoping to extend the app to include other audiences that have shown interest. Dads make up some of the Baby Buddy users and we are aiming to develop a version for them which will be tailored to their needs.’
‘Since the AXA PPP Health Tech & You Awards, we have commissioned nearly 200 new films to be included in Baby Buddy and have been filming across the country. These videos are presented by midwives, other health professionals and parents.’
‘Through the films and the other Baby Buddy content we are actively supporting not only the physical aspects of pregnancy, birth and parenthood, but, crucially, mental health too.’
Baby Buddy is endorsed by bodies such as the Department of Health, the Royal College of Paediatrics and Child Health, the Royal College of Midwives and the Royal College of Obstetricians and Gynaecologists.
What’s next for Baby Buddy?
Parents using Baby Buddy have expressed their interest in increasing the content to provide support up until the child’s third birthday. There are also plans to translate the app into Urdu and Polish.
‘We incorporate huge input from health professionals, and rich insights from parents to make Baby Buddy as engaging and user-friendly as possible. All that work is paying off. Mothers using Baby Buddy are reporting that the app is increasing their knowledge and confidence, helping them feel closer to their baby and enabling them to get more out of their health appointments.’
If the funding can be secured, the charity will develop a version of Baby Buddy for grandparents and a version for parents of premature and sick babies.
‘Health technology not only needs to be functional, but it needs to be engaging for the user and fit for purpose,’ added Alison Baum.
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