feature PREMATURE BIRTHS
Soothing
comfort Little comforts Premature babies require specialised products tailored to their unique needs for optimal development and care and these products can play a crucial role in supporting the health and well-being of preterm infants. In the UK alone, approximately 60,000 babies are born prematurely each year, highlighting the significant demand for such products. Ensuring access to high-quality, innovative solutions is paramount for healthcare providers and caregivers to effectively address the complex challenges associated with premature birth. By partnering with leading suppliers and manufacturers in the field, businesses can contribute to improving outcomes for premature infants and their families while tapping into a growing market segment with considerable potential for innovation and impact.
MAM Comfort Silicone Soothers are designed specially for newborn and premature babies.
MAM exclusively supplies a Preemie range to hospitals only, to support the needs of Premature babies. Comfort Soothers have been developed alongside leading paediatricians, nurses and speech therapists, to support the needs of newborns with maximum safety in mind. MAM Comfort is made entirely from 100% high quality silicone, which is hygienic and easy to clean. The carefully designed Soother is extremely lightweight; and features an extra small orthodontic teat which supports babies natural sucking behaviour. Thanks to MAM’s Skinsoft Teat symmetrical shape, it is easily accepted by babies with a proud 94% acceptance rate.* Comfort Soothers come in a convenient travel and steriliser case, which self-sterilises in only 3 minutes, making it easier to keep your soothers clean whilst on the go. *Market Research 2010-2013, tested with 1,588 babies.
SanamSangha@mamuk.com | www.mambaby.com
COFFEE BREAK
Nursery Today spoke to Cuski’s Managing Director, Suzy Canizzo to find out more on this NHS trusted brand when it comes to premature babies. Can you give readers a little insight into how many premature babies are born in the UK each year?
Approximately 60,000 babies are born prematurely, pre 37 weeks gestation, every year in the UK. 1 in 13 babies born globally are premature births.
There are many concerns from parents who give birth to a premature baby, how are products designed and developed specifically to cater to the needs of a premature baby?
Our products are part of the developmental care practised by neonatal physios, OTs, and neonatal consultants on neonatal units throughout the UK. Our positioning and handling aids are made specifically to help with important boundaries, that these babies no longer have, because they are outside the cocoon of the womb too early. Babies need these boundaries in order to develop properly. Our incubator covers help with the bright lights on the units, and the noises from machines, making a more relaxed and cosy environment for baby to grow, but also giving easy access for medical staff, when needed. Our Cuddle wraps and muslins are used with wrapped bathing, kangaroo care and lining nests and/or incubators. All of our products have babies’ comfort and development in mind.
You have worked closely with a neonatal nurse and gained NHS endorsement, how has this assisted when it comes to trust in a brand?
To be honest it was like a dream come true, to be chosen to work alongside the NHS with our designs and ideas to help premature babies and then have the opportunity to supply them, (which invariably takes years and years to become an NHS supplier, and then its not a cert!). I would say that if a product is being used by the NHS then it has passed all the safety standards, tests and hoops that you have to go through… like we did, and therefore would help to gain trust for your brand from the general public. We continue to work with different trusts around the UK on products that are needed on the NICU.
How have you gained awareness as a brand that provides products specifically for premature babies?
We have been supplying and also working alongside the NHS since 2007, designing and developing essential products to help with neonates developmental care. We are invited to showcase our products at NHS Study Days to neonatal medical staff around the UK and therefore this creates the awareness and helps with the adoption of product. We also work with various premature baby charities and neonatal medical journals. We still supply retail with our full term Cuskis – with BOOTS offering Cuskiboos and also Miniboos for premature babies
One such product you have developed is the Miniboo – how successful has this then been? 44
Miniboos (premature baby comforter) are our best selling product! Our flagship hospital, The RVI, Newcastle (The Great Northern Children’s Hospital) started using our original Cuski comforters with the neonates, using our unique concept of mummy keeps Cuski on her person, in order to pick up all those lovely comforting smells and then gives to baby to create a safe environment. The only issue was that the Cuski’s were bigger than the tiny babies! So that’s when Miniboo was born. A tiny little Cuski made especially for neonates, to help with bonding and comfort when parents cannot always be with their premature or poorly baby. The RVI went on to write Miniboo guidelines for use in hospitals, the first ever NHS protocol for a product like this. They also took it to the UNICEF awards, and Miniboo won best practice initiative as well as award finalist in Child Health, RCNI awards. Our little Miniboos are now used on most neonatal units across the UK and we also distribute the product range to medical device companies abroad.
Do you feel that as an industry we have sufficient innovation and products available to cater to the specific requirements of a premature baby?
Apart from clothing, soothers and nappies, there isn’t much that you can buy specifically over the counter for preemies. It’s a very difficult time for parents, and they rely on the neonatal department for products and information, to reassure them. There are some fabulous charities that will help with the journey of neonatal parents, providing counselling, advice, help financially etc. Our Miniboos are the go to gift as they are allowed on the NICU, having NHS guidelines, most items are not, due to infection control. However, it is important to note that there is always room for improvement and innovation in any industry. The healthcare industry is no exception. There is always scope for research and development to improve the quality of care provided to premature babies.
As this is an incredibly emotive category, what advice can retailers find to further assist their customers who seek products that are suitable? As this particular market is niche, perhaps stocking books for neonatal parents would be helpful, alongside the usual clothing, and of course Miniboos which are a sensitive gift aimed specifically for preemie parents.. We supply the following books Caring For Your Baby On The NICU, and a Sensory Neonatal Journal, supporting parents with practical ways to help their baby’s wellbeing and sensory development on the neonatal unit while also being able to record baby’s progress.
nursery today
feature Premature Births.indd 1
12/02/2024 13:40