The challenge 

The UK has the worst breastfeeding rate globally. Although 81% of mothers initiate breastfeeding, only 1% are still breastfeeding exclusively after 6 months. Over 90% of mothers say they give up breastfeeding before they wanted to due to pain and a lack of support.   

The NHS is stretched post-Covid. The CORE20+5 initiative related to Maternity Inequality needs to be tackled with limited resources, and the current economic outlook is putting further pressure on teams and families alike.  

Research from The Lancet highlights key areas to tackle the problem, and the Anya app supports these aims with its empathetic approach to support at a crucial time:  

  1. Prioritise women-centred and culturally appropriate breastfeeding care and support since pregnancy.  
  1. Improving the breastfeeding education, training and skills of healthcare professionals.  
  1. Empowering parents and families to breastfeed their children for as long as they wish.  
  1. Training providers and families on baby behaviours after birth to prevent unnecessary prelacteals and the early introduction of infant formula, as both practices shorten the duration of breastfeeding.  

The solution 

The Anya app offers innovative 24/7 parental support during the first 1001 days from conception to toddlerhood, providing:  

  • Unique LatchAidTM cutting-edge 3D interactive animations to help mothers learn breastfeeding skills intuitively from 3D mother/baby avatars, with personalised skin tones, breast sizes, holds and camera angles.  
  • Empathic #AskAnya AI powered virtual supporter for personalised evidence-based support and companionship 24/7, with personalised question suggestions and personas. 
  • Expert one-on-one in-app support from world-class healthcare professionals.   
  • Tailored conversation starters, articles, videos and learning programmes based on baby’s age and stage.   
  • Webinars and virtual drop-ins to help parents connect with professionals, and to feel reassured and more confident.   
  • Moderated support communities connecting parents with a close-knit network of other families going through the same things as they are.   

Anya allows healthcare professionals to prioritise their clinical workload by allowing the app to triage simpler cases for them and deliver the right information at the right time. Anya’s work on the SBRI Healthcare’s Phase 1 Tackling Inequalities in Maternity Care has delivered additional functionality and research to deliver to each priority area of young parents, Black families and low-income families.   

The impact 

  • The 6-months NHS pilot with four Integrated Care Systems, independently analysed by University of Exeter, saw the doubling of breastfeeding rate amongst users of 48% at 6-8 weeks compared with the national average of 24%.   
  • 62% of user enquiries are made during out-of-office hours. 24/7, evidence-based support can address parents’ needs and reduce ‘in-hours’ demand on healthcare providers.  
  • 22% users are from Decile 1-4 deprived areas. 
  • 91% of parents would recommend the app.  

For more information please visit: https://anya.health/