iPhone app for fertility treatment?

Dr Laurence Shaw in your pocket whenever you need him

LifeForce, a private fertility company, has released an iPhone app to help couples struggling to get pregnant. The app offers pre-recorded consultations with fertility expert Dr Laurence Shaw and emotional support from counsellor Jules Williams. 

Using interactive video and taking into account you responses, the app aims to help couples to identify their problem and suggests the best treatment available to them. It also gives them information about treatment options like IVF and can recommend the cheapest fertility drugs if required.

The app hopes to cut down on the need for £300-an-hour consultations at fertility centres. The counselling side offers couples the chance to explore emotional barriers to successful conception.

Dubbed the “iBaby”, the app is the creation of Rosemary Reed who underwent several IVF cycles herself.

"The fertility industry is a multi-million dollar business and people need to realise that 75 percent of the time the treatments don't work. We want to offer people another fertility resource so they can make informed decisions for themselves and realise that they are not alone and that other options are available to them,” she explains.