Aptaclub's 24/7 Careline helps mums get through the night

Responding to insights gathered from their own research, Aptaclub's team of experts extended their opening hours, in July 2011, to give mums 24/7 access. Now there's a real person on the end of the line whenever a mum needs advice. Despite knowing the demand was there, they were surprised by how many mums and mums-to-be called in between 8pm and 6am.

This does make sense, as most women are busy during the day. Many work throughout their pregnancies and when they have the baby they're even busier – juggling the demands of home life and motherhood.

When they have a young baby, most mums are up at least once during the night to feed, change or comfort their baby and if there are any concerns it is often not a good time to call on friends and family. Aptaclub's round-the-clock service now means she can speak to an experienced advisor about whatever's on her mind, whatever the time.

With a team that includes pregnancy and baby feeding advisors, many of whom are parents themselves, they can answer the questions a mum or mum-to-be might have. And if a caller has a more complex query, a team member better qualified to answer their specific question can be called upon.

From worries during the early weeks of pregnancy to dealing with toddler tantrums, the Aptaclub team gives support, information and expert advice on pregnancy and early parenthood. What's more, as experienced mums, they can also lend a friendly, supportive ear to any mum or mum-to-be needing a chat. Often callers are simply looking for a sounding board or sympathetic ear.

The Aptaclub experts get asked all sorts of questions – many women just want to know if what they're experiencing is normal – others want more specific advice like how to write a birth plan. The team members find helping their late-night callers particularly rewarding because these mums and mums-to-be don't always have anyone else to talk to at that time of night.

With extended families living further apart than in the past, many expectant and new mums find they don't have support close at hand. So being able to speak to an experienced advisor at any time, day or night, is a valuable service that gives her the reassurance and support she needs.


Notes to editors:

From pregnancy through to toddlerhood, the Aptaclub experts are on hand to help mums give their baby a healthy start. With a team of pregnancy advisors and experienced mums, supported by nutritionists and a midwife, they're here to help mums feel confident about the choices they make as they plan and prepare for motherhood. Aptaclub's pregnancy and baby care advisors are available around the clock.