A breakdown of these costs is: • Fees to an external supplier and additional production costs (£28,572) • Internal staff time - project management, marketing, web (£54,803) • Promotional marketing material (£8,100) Over the period since its launch (Dec 2012 – Aug 2017), there have been 71,020 downloads of the app and the app is regularly updated by NHS Health Scotland as part of the annual maintenance programme of Ready Steady Baby (print and web).