Here’s How theAsianparent App Is Helping Pregnant Mums In SEA Prevent Child Loss


Greater than 2,000 stillbirths happen in Malaysia yearly, in line with knowledge from the World Well being Organisation (WHO) and United Nations (UN).

Stillbirth refers back to the dying or lack of a child earlier than or throughout supply.

Each a miscarriage and stillbirth describe being pregnant loss, however they differ relying on when the loss occurs.

theAsianparent is a being pregnant and babycare platform in SEA that has introduced thousands and thousands of ASEAN mother and father collectively.

Now it’s executing a plan to cut back stillbirth by 10% over the subsequent Three years, with a extra particular purpose being stopping 500 stillbirths in Malaysia, the Philippines, and Singapore by the top of 2020.

The crew believes that one-third of the grief of shedding a child is attributable to Three main components:

  • Sleeping on the again after 28 weeks of being pregnant,
  • Not consulting a physician when experiencing uncommon fetal motion,
  • Smoking whereas pregnant.

On its free app, the crew has developed a number of options to coach mother and father on wholesome practices to forestall these components, by gamification and social platforms.

Gamifying The Being pregnant Course of

The stillbirth prevention marketing campaign known as Challenge Sidekicks, and it utilises theAsianparent’s app for a number of actions.

One of many app’s stillbirth prevention options known as Kick Counter, the place mums will log their child’s motion for 60 minutes every day by counting and selecting what sort of motion they felt from their child.

Some screenshots of the Kick Counter characteristic / Picture Credit score: theAsianparent

“Gamifying this job will get mums to deal with the enjoyable. They will log every foetal motion as a faucet, kick, jab, flip, swish,” Roshni, founding father of theAsianparent stated.

“On the finish of it, they get a word on whether or not the patterns are regular or if medical consideration is critical based mostly on prior classes.”

Because the third trimester could be a busy time for mums getting ready for his or her child’s arrival, the app can ship them push notifications and alerts to remind moms to do their kick counting. 

Making use of their on-line group, the crew is pushing for (pun meant) pregnant ladies to sleep on their sides through the use of their second characteristic, “What’s your bedside view?”. 

“It’s the trickier facet to trace however is so vital. The crew discovered a examine that associates sleeping on the again within the third trimester had a 3.7x larger threat of stillbirth,” she stated.

“Sleeping on the left facet, particularly, decreases the compression on a serious blood vessel operating down the suitable facet of our again. This helps the child get an optimum move of oxygen and vitamins.”

“What’s your bedside view?” works by getting pregnant mums to submit images of their viewpoint from the best way they’re mendacity down.

“Nobody desires to see images of individuals’s ceilings, proper? We look ahead to seeing dawn views, possibly a breakfast in mattress tray, toddlers waking their mother and father up, hopefully no drooling spouses!” Roshni joked.

The crew hopes that it will subtly remind different expectant ladies locally to sleep on their facet. 

Utilising An Current Group For Growth

Complete kick counts from theAsianparent group / Picture Credit score: theAsianparent

The entire course of from conceptualisation to launch took about half a 12 months to develop and was executed completely by an in-house crew. 

“Rajan, our head of engineering, Mukesh, our head of iOS, and Vishal, our head of Android are all dads so this was a challenge they felt extremely captivated with and had been so motivated to get very, very proper and get to market,” she stated.

For the reason that app already has an lively on-line group of a minimum of 300,000 Malaysian customers, they used this to their benefit when it got here to market analysis and creating these options.

“We did our analysis by analysing current kick counting instruments, surveyed mums on-line, and concerned them in take a look at teams not simply to get their suggestions on the features, but in addition on the content material we had within the Challenge Sidekicks tab,” Roshni shared.

The crew additionally turned to native specialists comparable to Dr. Ahmad Rostam of DoctoronCall for steering.

theAsianparent launched one other characteristic referred to as Therapeutic Mode within the app too, to assist mother and father who’ve misplaced a child from a stillbirth.

“Therapeutic Mode was created as a result of we seen drop-offs in our being pregnant tracker that we later realised had been related to stillbirths.”

“That is our small approach of serving to mums address such heartbreaking loss. In switching to therapeutic mode, they get info on coping with and transferring on from grief, verified by specialists,” she stated.

Some screenshots of Therapeutic Mode on the app / Picture Credit score: theAsianparent

For them to succeed in their targets with Challenge Sidekicks, Roshni instructed us that schooling is essential.

“By way of our content material platforms, we’re capable of share sensible info on stillbirths and their prevention.”

“Other than the kick counter on the app, we’re capable of ship focused messages to customers who’re anticipating a child through push notifications,” she added.

The 40-man Challenge Sidekicks crew can be presently conducting month-to-month webinars that includes native specialists like gynaecologists and psychologists to speak about psychological well being and supply recommendation for a wholesome being pregnant.

  • You’ll be able to study extra about Challenge Sidekicks right here.
  • You’ll be able to learn extra about different Malaysian Startups right here.

Featured Picture Credit score: Kick Counter on theAsianparent’s app and Child picture created by tirachardz –” goal=”_blank” rel=”noreferrer noopener”>Freepik


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