Johnson & Johnson - Index

Johnson & Johnson - report - Index

parents—reviewed by expert advisers—and an online
store with products reviewed by moms. PARENTCENTER ™
(www.parentcenter.com) continues the experience to age 8.
In 2007, BABYCENTER ® revamped its site to deliver a more
personalized and relevant experience for each parent and child
and to enhance interactions between parents. New content on
the site highlights parents’ interests outside of their children.
Ultimately, however, it’s the “mom-to-mom support
that’s a cornerstone of what makes BABYCENTER ® successful,”
Murray says, referring to its chat rooms, bulletin boards and
birth clubs. “You can ask a question and hundreds of women
will respond and say, ‘I went through the same thing, and have
you tried this?’” Some moms have forged such deep friendships
that they meet in person and hold reunions.
To further enhance these interactions, in August 2007
BABYCENTER ® acquired MAYA’S MOM ™, a social network for
parents. The integration of the MAYA’S MOM ™ platform and
tools into BABYCENTER ® both in the U.S. and around the world
is enabling parents to enrich their social experience by posting
profiles, sharing photos and joining public and private groups.
Also in 2007, BABYCENTER ® en Español launched for
Latina mothers in the U.S. Not only does it address topics of
W E L L R E S T E D Lorraine Clark with Esme and Isabella after a good night’s sleep. The twins
used to wake frequently, but now, with the help of a before-bed routine, they sleep
blissfully through the night. “I’m in a better mood,” Clark says. “I have more energy.”
S I S T E R H O O D O F M O T H E R H O O D
special concern, such as how to find Spanish-speaking doctors
or affordable prenatal care, it makes standard parenting
information more relevant to its audience. For example, the
site addresses concerns about the safety of eating Latino
dishes such as ceviche during pregnancy and discusses which
traditional tips for newborn care one should take with a grain
of salt. “We don’t believe in a one-size-fits-all experience of
pregnancy and motherhood,” says Isidra Mencos, executive
editor of BABYCENTER ® en Español.
BABYCENTER ® launched an ambitious expansion plan in
2005, extending its global network from Australia to China
and recently to India. Local editors and medical experts ensure
that each site is culturally meaningful. BABYCENTER ® India
offers articles on malaria and the monsoon weather, for
example, and respectfully addresses traditional beliefs. “We
provide the right information without being judgmental,” says
Executive Editor Srividya Sen.
The next stops for BABYCENTER ® are the Middle East,
Latin America and Southeast Asia. Sharkey says: “Our job is
to support every parent around the world through their
journey because we want every baby in the world to be a
JOHNSON’S ® baby.”
A G O O D N I G H T ’ S
S L E E P F O R A L L
Lorraine Clark recalls feeling
exhausted as a sleep-deprived
mother of twin babies who woke up
four times every night. As soon as
she’d rock one baby back to sleep,
the other would wake up. “I was in a
complete fog,” says Clark, who lives
in Hertfordshire, England.
Studies show that 20 to 30
percent of babies have sleep
problems and that, like Clark, three
in four parents would like to change
their child’s sleep habits. It’s a
consumer need that prompted
JOHNSON’S® to clinically study a
three-step before-bed routine
designed to help babies sleep better,
in partnership with a leading
pediatric sleep expert at the
Children’s Hospital of Philadelphia.
The three-step routine consists of
a warm bath using JOHNSON’S®
BEDTIME BATH®, a gentle massage
with JOHNSON’S® BEDTIME LOTION®
and, finally, quiet activities such as
reading, cuddling or listening to soft
music right before “lights out.”
Babies who experienced the routine
fell asleep faster, had less nighttime
wakefulness and had longer periods
of continuous sleep. The routine
also benefited mothers, who felt
less tense and tired, and had
more energy.
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