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Mum & Baby

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Mum & Baby gives women and their families NHS curated and clinically-evidenced guidance and information on pregnancy, birth and beyond


Latest NHS clinically-approved information and advice for the entire maternity journey
Received ORCHA's prestigious kitemark rated 83%
Bespoke versions available under licence to any NHS Local Maternity System

The brief

Mum & Baby, Imagineear’s flagship healthcare app, was developed initially in partnership with Chelsea & Westminster Hospital NHS Foundation Trust and their charity CW+. The partnership and governance has been extended to the NHS North West London Local Maternity System (LMS). The app, which is free to download for iOS and Android, is a digital resource designed to offer reliable, NHS clinically-approved information and advice for new mothers and their partners covering the whole maternity journey through pregnancy, birth and beyond.


The solution

Formal assessment of the Mum & Baby app by ORCHA, the NHS England approved digital health assessment body, achieved a score of 83%, reviewed against 180 criteria, making it one of the organisation’s highest rated pregnancy app and receiving ORCHA’s prestigious kitemark. It is now in its fourth iteration since its original launch in 2014 and Imagineear also produced a version in Polish for the main maternity hospital in Poznań, Poland.


The results

Following a series of developments and updates, the app is available under licence to any NHS LMS in England as a bespoke version designed for the local area including choice of maternity unit, personal care plans, appointments, maternity contacts and pertinent local information. In-house app maintenance means we are able to update the app instantly with the latest NHS curated and clinically-evidenced guidance. For example, in response to the COVID-19 crisis, we have been able to update the app instantly as new information is approved by Public Health England by adding additional buttons to the app's home page with details of the latest advice for pregnant women and advice for infant feeding.

LMNSs round the country have been signing up to licences at a steady rate, and the app is going through the process of submission and assessment by ORCHA for inclusion in NHSX’s library of registered apps. 


“Working in partnership with Imagineear, service users and maternity clinicians from across North West London to develop the Mum & Baby app has been a fantastic collaborative experience. Together we have created an application that is improving access to maternity services, providing clinically approved information to deliver public health, maternal and neonatal safety messages and offering greater personalisation and choice of maternity care. The success of the app is testament to the strength of our partnership working.”

Implementation Lead, Maternity Transformation Programme Strategy and Transformation Team
NHS North West London Health and Care Partnership


Contact us

Contact us by phone, email or social media


Imagineear Health is a Division of Imagineear Ltd, The Compton Rooms, Fulham Palace, Bishops Avenue, London SW6 6EA

Imagineear Ltd is registered in the United Kingdom No. 06887633

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