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The rising stars of pregnancy apps

One of the fastest growth drivers in feminine health technology is apps. From period-tracking to women’s fitness, online nannies and menopause support, femtech apps are bringing their A-game. The biggest players? Pregnancy apps. With 385,000 babies born every day, pregnancy is big business. Those kinds of figures are hard to ignore and the tech industry is listening.
Engaging with pregnancy apps is becoming a routine part of the maternal experience. There are hundreds of options available, from simple growth trackers to medical advisors, social communities and the answers to any question you could ever think of.
BabyCentre is one of the most popular. It is an award-winning platform with millions of unique users and is, according to Forbes, the best pregnancy tracking app out there.
The user not only gets 3D renderings of their baby’s development in the womb but also access to a social network connected to other expectant women, along with a whole host of related information and resources.
It is available in five languages and any health information is approved by its own Medical Advisory Board and certified by the NHS England Information Standard.
Trackers like BabyCentre make up the bulk of the app market, but they are just one of the options available.
Pregnancy and motherhood can be lonely, so having a group of people to offer support often makes a big difference.
That’s the idea behind Peanut, otherwise known as the Tinder for expectant mothers, which comes in at a respectable number nine on the GoodHousekeeping list of the 18 best pregnancy apps. Peanut enables users to connect with people in the same area who are also going through similar circumstances, be that pregnancy, menopause or motherhood.
It has thousands of users across the globe and Founder and CEO Michelle Kennedy believes they must ensure no woman has to figure it out on their own.
Expectful is another big name on the circuit. The app aims to be a one-stop-shop for affordable, accessible and enjoyable maternal wellness support and boasts specialists in lactation, sleep, nutrition, mental health and fertility.
Within the app are meditations, events such as fitness classes and live Q&As, and drop-in support groups. The app is another of those featured on Good Housekeeping’s 18 best pregnancy apps.
What To Expect hits the top-rated lists for a few publications, including Women’s Health, Cosmopolitan, and Forbes. It is a very popular app that not only offers a weekly pregnancy tracker but also supports users in the first year of parenthood and beyond.
It advises on products, such as car seats and pushchairs, where it links community reviews and puts them into ‘best of’ lists. Ever wondered where the ’16 weeks, the size of a cherry’ comparison comes from? You can thank What To Expect for that.
With Glow, both the user and their partner can use the app to track the pregnancy together.
There are birth stories, bump pictures and product reviews via the community, as well as appointment reminders, and pregnancy stats.
It also links with Apple Health and My Fitness Pal for full integration.
Also highly rated and providing very similar services are the likes of Sprout, Ovia, Hello Belly and The Bump.
Ultimately, the app a user chooses comes down to personal preference, whether that be the services it provides, the interface or content type.
Why are they so popular?
Pregnancy is a complex time. It brings excitement and fear bundled together with babygrows, nurseries and week-by-week fruit comparisons – and it is a multi-million-pound industry.
And while questions may be raised over marketing to women at a uniquely vulnerable time of their lives, the fact remains that knowledge is power – and that’s what pregnancy apps are sharing.
The breadth and depth of support pregnancy apps offer blow traditional healthcare out of the water. Most are either free with ads or have a subscription fee, which is a small price to pay for access to an extensive support network on demand.
With an ever-increasing user base, apps have the potential to change maternal care and experiences of pregnancy for the better.
Given their popularity and the rising number of users, there is a very real potential for traditional healthcare to adopt or recommend apps into routine care. Bridging the gap between technology and health information would have an enormous impact on the provision of healthcare.
For some users, apps may be more accessible than traditional healthcare. For others, they may provide a community of people going through the same experience. And for others, they can offer answers to questions they may have.
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News
Endometriosis documentary profiles stars including Marilyn Monroe and Amy Schumer

A non-profit has launched an endometriosis documentary featuring Amy Schumer and Marilyn Monroe as it pushes for changes in how the condition is treated and understood.
The Endometriosis Collective has launched to change how endometriosis is researched, treated and understood, starting with a documentary featuring stories from people including Amy Schumer and Marilyn Monroe.
The feature-length documentary, “End of the Cycle”, will premiere in New York on Tuesday, and The Endometriosis Collective is making the film free to stream online.
Schumer, a comedian, writer and actor, has previously spoken of how endometriosis left her “on the floor in pain, vomiting from the pain, the pain that nobody can see.”
Schumer is one of several celebrities featured in the documentary. Other contributors include dancer Julianne Hough, Olympic medallist Brittany Brown and actors Janel Parrish and Folake Olowofoyeku.
The Endometriosis Collective timed the documentary premiere to coincide with the 100th anniversary of Marilyn Monroe’s birth.
Monroe, who died in 1962, starred in films such as “Some Like It Hot” and “Gentlemen Prefer Blondes.”
According to a biography published in 1985, Monroe’s endometriosis was so severe that it destroyed her marriages, her wish for children, her career and ultimately her life.
The Endometriosis Collective said the documentary shares newly uncovered information about Monroe’s experience with endometriosis.
The non-profit said the information connects Monroe’s story to the experiences of women across generations, highlighting how far awareness, research and care still have to go.
A representative of the Marilyn Monroe Estate said: “By sharing this part of her story through ‘End of the Cycle,’ we hope to honour her legacy in a way that brings visibility to endometriosis, encourages more open dialogue and helps inspire the research needed to create change.”
As part of the premiere, The Endometriosis Collective is holding a panel discussion.
Schumer, Brown and Olowofoyeku, the documentary’s co-directors Sammy Jaye and Soraya Simi, and medical experts are due to be part of the premiere.
AbbVie’s Orilissa and Sumitomo Pharma’s Myfembree are among the approved drugs for endometriosis pain.
Hough, one of the participants in the documentary, starred in an Orilissa campaign in 2017.
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