As part of its communications effort, 23andMe brought in 14 mommy bloggers who are blogging on the company site about their participation in the online community and their experience getting genotyped. Rubenstein Communications is providing support.
It's the first time the company has reached out to mommy bloggers, said Rachel Cohen, manager of communications for 23andMe.
“There's really a gap in the online wealth of information about very scientific information about pregnancy,” said Cohen. “That fits in perfectly with what we're trying to do.”
23andMe is one of a handful of personal genetics companies that provides genotyping services directly to consumers. It was founded by Linda Avey and Anne Wojcicki, who is married to Google cofounder Sergey Brin. Funders include Google and Genentech.
Unlike the 23andMe Parkinson's community that went live on March 12, the 23andMe Pregnancy Community is free.
Members can take weekly quizzes about specific health issues that occur in pregnancy – from morning sickness and weight gain to drug reactions and food cravings – and see how they compare to other pregnant women and mothers.