New Survey Finds Moms Are Under-Informed about Children's Eczema and Seek New Digital Tools to Help Fill Void

MORRISTOWN, N.J., Dec. 5, 2012 /PRNewswire/ -- Bayer HealthCare, in partnership with Mom Central Consulting, announced findings from a recent survey indicating that three-quarters (76 percent) of moms whose children suffer from the skin condition eczema do not feel knowledgeable about the condition. Further, while almost all had discussed it with their children's doctor, nearly 40 percent were unsatisfied with those conversations.

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To help bridge this information gap and improve patient-physician dialogue about the condition, the Dermatology Unit of Bayer HealthCare today launched a new app called The Eczema App. It can be downloaded for free at www.theeczemaapp.com, the App Store and Google Play. The Eczema App enables patients to record and track their flare-ups over time, store photos of affected areas, and keep notes on their flare-ups and treatment. Patients and parents can then use this information to have more informed discussions with their doctor or their children's doctor. Additionally, the app provides news from the National Eczema Association (www.nationaleczema.org) and access to comprehensive information about the condition, which is categorized by age, including infant (3 months-2 years); toddler (2-4 years); kid (4-12 years); teen (13-18 years) and adult (>18 years).  

"Pediatric eczema is oftentimes an emotional challenge for moms – especially new moms – because they may feel uninformed and helpless," said Dr. Lawrence Eichenfield, chief of pediatric and adolescent dermatology at Rady Children's Hospital, San Diego. "The Eczema App is a supportive tool that moms can use in coordination with their child's doctor to help better manage their child's condition and make informed decisions."

The survey, which was conducted online among 583 members of the Mom Central Consulting Testing Panel, found that moms are looking online for help – 93 percent of moms said they already spend time online searching for general information about their children's health. Still, one in three new moms readily admit they do not know how to effectively treat eczema.  As more moms go mobile (nearly 80 percent of respondents owned a smartphone or tablet), it's not surprising that three out of four moms said an app which provided them with quality healthcare information, especially in the area of children's skin health, would be a welcome aid.

"Our research shows while moms sympathize with their children's uncomfortable symptoms, they really want more control over the condition," said Tracey Hope-Ross, Mom Central Consulting vice president of consumer insights. "These on-the-go moms actively seek new ways to better manage their family's health."

The Eczema App is available on iPhone, iPod Touch, iPad and Android Devices.

About Eczema
Eczema is a common condition that causes the skin to become itchy, red or irritated. Eczema is most common in infants and children, affecting between 10 and 20 percent of them.  It often starts in the first six months of life. Although many people outgrow it by early adulthood, eczema also affects over seven million adults in the U.S.

About the Survey
In July 2012, Mom Central Consulting surveyed 583 moms to better understand their feelings about their children's eczema, research methods and treatment approaches. The 19-question survey was conducted online, programmed and analyzed by Mom Central Consulting. All respondents belonged to the Mom Central Testing Panel, consisting of 20,000 moms with children of varying ages. The results reflect responses of moms who have at least one child with eczema in the household under the age of 18 years old.

About Mom Central Consulting
Mom Central Consulting (www.momcentralconsulting.com), a social media consulting firm focused on the Mom Market, engages Moms in powerful word-of-mouth programs. Mom Central Consulting has offices in Boston, New York, Chicago, and Toronto, Canada.

About the Dermatology Unit of Bayer HealthCare
Bayer HealthCare's Dermatology Unit is a specialized global pharmaceutical company focused solely in dermatology. It is headquartered in Berlin, and was founded in 2005 as a subsidiary of Schering AG, Germany. Today, the Dermatology Unit is part of the Bayer Group with commercial operations around the globe. The affiliate in the United States is headquartered in Morristown, NJ.

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Media Contact:
Kate Fisher, Ogilvy Public Relations (212) 880-5204
[email protected]

Forward-Looking Statement
This news release may contain forward-looking statements based on current assumptions and forecasts made by Bayer Group or subgroup management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in Bayer's public reports which are available on the Bayer website at www.bayer.com. The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments.  

SOURCE Bayer HealthCare