Cord Blood Registry Partners With BabyCenter® To Bring Cord Blood Banking Content To The iPad

SAN FRANCISCO, Aug. 16, 2012 /PRNewswire/ -- BabyCenter®, LLC, the #1 pregnancy and parenting mobile and web destination worldwide, and CBR (Cord Blood Registry), the world's largest and most experienced cord blood bank, today announced a deal that brings detailed information on cord blood banking to the immersive BabyCenter Birth Class on the iPad. The class is now available for free at http://itunes.apple.com/us/app/babycenter-birth-class/id419411094?mt=8. Leveraging traditional ad units and original video content, the sponsorship showcases the uniquely immersive editorial and marketing experience that the iPad delivers.

According to BabyCenter's recent 2012 American Media Mom report, moms are early adopters of the latest technologies and are leveraging their capabilities to their fullest extent. Moms are 26% more likely than the general population to own a tablet or use one at least once a month.

"The decision to bank a child's cord blood involves a lot of education and planning for moms- and dads-to-be and by partnering with BabyCenter to deliver this information in the iPad Birth Class, we're taking advantage of a rich experience where information-seeking parents already are," said Marc Jakary, Senior Manager of Marketing and Advertising, CBR. "We've been a long-time partner of BabyCenter's and are excited to continue to innovate with them across new platforms and experiences."

The self-paced three-hour BabyCenter Birth Class is divided into three sections: Understanding Labor, Key Decisions to Make, and Things to Do Before You're Due. It provides expectant parents with an invaluable tool to prepare them for childbirth, all from the comfort of home. The multimedia birth class includes important information, mom-to-mom wisdom, and trusted advice from leading experts, and it's an appealing solution for parents-to-be who can't otherwise attend in-person childbirth classes due to work schedules, budget constraints, or bed rest.

The amount of information about the birthing process and the variety of choices a family can make lends itself to the immersive experience of the iPad. Moms- and dads-to-be can watch the class multiple times, share the class with other members of their family who may be present with them during the birth, and personalize the experience for themselves and their families. Cord blood banking likewise presents a dense set of information to digest and act upon. The CBR program demonstrates the power of rich video education experiences and the compelling partnership of rich content and marketing messages.

"We're very proud of the industry-leading mobile and tablet experiences we've developed for moms, and we're thrilled to partner with CBR to bring innovative advertising experiences to the iPad Birth Class," said Mike Fogarty, Group Publisher of BabyCenter. "Our priority is to be there for Mom at every stage of her parenting journey, with the solutions she needs, when and wherever she needs them. CBR's sponsorship is a great complement, delivering moms even more useful content as part of the Birth Class experience."

About Cord Blood Registry
CBR® (Cord Blood Registry®) is the world's largest and most experienced cord blood bank.   The company has consistently led the industry in technical innovations and safeguards more than 425,000 cord blood collections for individuals and their families.  CBR was the first family bank accredited by AABB and the company's quality standards have been recognized through ISO 9001:2008 certification—the global business standard for quality. CBR has also released more client cord blood units for specific therapeutic use than any other family cord blood bank.  Our research and development efforts are focused on helping the world's leading clinical researchers advance regenerative medical therapies. For more information, visit www.cordblood.com.

About BabyCenter®
BabyCenter® is the voice of the 21st Century Mom® and modern motherhood. It's the #1 pregnancy and parenting mobile and web destination worldwide, reaching more than 10 million moms monthly in the United States and more than 26 million moms monthly in 22 markets from Australia to India to China. In the United States, 7 in 10 babies born last year were BabyCenter babies. BabyCenter is the world's partner in parenting, providing moms everywhere with trusted advice from hundreds of experts around the globe, friendship with other moms like them, and support that's remarkably right at every stage of their child's development. BabyCenter also works with some of the world's most prominent brands and institutions to provide life-stage marketing solutions and a direct line to highly engaged moms. BabyCenter is a member of the Johnson & Johnson family of companies.

SOURCE BabyCenter(R) LLC

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