Parents are paying $1,700 for the Snoo, a robotic bassinet that the FDA says keeps babies on their backs. That, public health officials agree, is the best sleeping position to reduce the chance of sudden infant death syndrome. Harvey Karp, founder of Snoo-maker Happiest Baby, sat down with Ruth to talk about what the FDA authorization means and what’s next for the smart bassinet maker. The interview has been edited for length and clarity. Does the Snoo prevent SIDS? What we have shown is that we keep babies on the back safely. So the FDA said, 'Listen, we got it. You have demonstrated that to us.' But to prove that the Snoo reduces SIDS, you have to study hundreds of thousands of babies in a randomized controlled trial. Are you planning to provide more evidence of health benefits? We’re looking to gather the evidence base that will allow insurance companies and Medicaid providers to see the benefit of this to improve outcomes, reduce cost and reduce the human costs. Virginia is curently considering a half-a-million-dollar study appropriation to study 300 Snoos in a highly at-risk Medicaid population looking at reduction of postpartum depression. The Snoo is too expensive for most people. Will that change? We started with this incredible Rolls Royce or Tiffany’s baby bed and now anyone can rent it for the cost of a Starbucks. And we’re on the path of getting it covered, just like the breast pump is now covered by insurance. Where does the Snoo go next? We’re going directly to companies and saying, 'You should use this as a benefit for your employees.' We’re close to getting Snoo eligible for reimbursement by health savings accounts and flexible spending plans. And we’re just submitting language for the National Defense Authorization Act this year. They’ve already done a demonstration project showing the benefit of doulas to military families and Snoo is like a supplemental benefit to a doula.
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