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NHS Lincolnshire maternity services licenses customised Mum & Baby app

Lincolnshire NHS’s Local Maternity System (LMS) is the most recent LMS in England to sign up for a customised version of the award-winning Mum & Baby app, provided by specialist digital healthcare developers Imagineear Ltd. Mum & Baby gives women and their families NHS-curated and clinically-evidenced guidance and information on pregnancy, birth and beyond and is personalised to include their due date, appointments and personal care plans.

Lincolnshire NHS LMS can now ensure new parents also have access to profiles of all maternity units in their area including how far away they are and relevant transport and logistical information. The app provides initial self-referral links, essential contacts and appointment calendars through to local information such as birth registration, Children’s and Family Centres, volunteering, local research projects and more.

The extensive programme of content that Mum & Baby’s users will benefit from in Lincolnshire covers topics where there is specialist local expertise or campaigns including: specific COVID information, smoking in pregnancy, fetal movement, still birth as well as antenatal class videos.

“The great momentum with which LMSs are adopting Mum & Baby has continued throughout 2020 and 2021 and NHS Lincolnshire’s Local Maternity System is the latest to go live. Supporting around 13,000 births a year, Lincolnshire’s LMS will now also be able to offer all pregnant women and new mums in their area relevant and NHS approved information via the Mum & Baby app,” said Julia Laflin, Head of Healthcare at Imagineear Ltd.

The app is open to all NHS England LMSs to help provide choice around their service users’ maternity care and to give local information and targeted contacts to provide an excellent user experience. Through a dedicated portal, LMSs can add and edit their app content on an on-going basis providing a flexible way of keeping local content up-to-date.

Mum & Baby, which is free for users to download for iOS and Android, offers reliable, NHS clinically-approved information for new mothers and their partners and received an ORCHA rating of 82%, making it one of its highest rated pregnancy apps in the UK. It has been downloaded more than 50,000 times and was recently shortlisted in the Digital Health category of the London Design Awards 2020.

For further information please contact:

Julia Laflin Imagineear Ltd



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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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