Church & Dwight Co. Inc. announced the launch of First Response™ Pregnancy PRO Digital Pregnancy Test & App Access " their latest innovation and the first and only Bluetooth Smart-enabled pregnancy test on the market. First Response™ Pregnancy PRO connects to a woman's smart device through a mobile application.

Once synced, the app provides her with pregnancy-related content only available with Pregnancy PRO, and delivers a personalized user experience throughout her entire pregnancy journey. The new Pregnancy PRO Digital Pregnancy Test & App Access is designed with technology developed by Church & Dwight and connectivity powered by Qualcomm Life Inc. The product provides a unique, digital testing experience for women, aimed at helping to reduce stress throughout the testing process and the app offers an action plan based on the user's test result. With half (50%) of all smart phone users predicted to download mobile health apps by 2017, and two-thirds (64%) of pregnant women using their smart phones to access health information, the makers of First Response™ seek to meet this growing need with the innovative technology that Pregnancy PRO provides.

The Pregnancy PRO stick syncs securely to the First Response™ app on the users' mobile device via a small, low-power and disposable Bluetooth Smart module developed by Qualcomm Life. The user enters profile information which allows the app to customize content for the Pregnancy PRO experience. The app offers step-by-step assurance through the testing process, as well as a three-minute countdown to the result.

During this three-minute wait, the user is offered a variety of options to help ease anxiety, including: Calm Me: Relaxing visual content to ease her nerves and/or anxiety. Educate Me: Content that informs her on fertility and pregnancy. Entertain Me: Videos and content to help distract and entertain her.