Special Delivery: Enfamil's ExpectingBaby App

Being pregnant just became a little easier thanks to a new iPhone app, ExpectingBaby, just released by Mead Johnson, maker of Enfamil infant formula.

Moms-to-be can track their nine month journey with customized week-by-week updates on a child’s development through photos, updates and pregnancy milestones via Facebook, Twitter and email.

“We are excited about ExpectingBaby, because it allows moms-to-be to celebrate and learn more about their pregnancies through a variety of engaging, educational tools. When labor begins, the app even helps track contractions, provides directions to the nearest hospital and alerts family and friends using a one-step notification system,” said Tim Brown, the brand's US SVP and GM.

The app is part of Enfamil’s larger mobile strategy including a mobile-optimized site that launched in September, which reached 73,000 unique visitors last month alone. It also follows a bigger trend of branded pregancy apps, such as Nutricia's new app being targeted at European parents.

According to Chia Chen, SVP/Director Mobile Practice, Digitas, who developed the Enfamil app with Meade, "Today almost 60% of moms use a smartphone—and they spend over six hours a day on it. Mobile is a means for busy moms to get the information they need when they need it.”