So...you're in the 'baby-business'. How would you like to have open access to new mothers on their hospital wards?
(So you can get to the bedside before Dad?)
Would you like to be able to hand-out your promotional material wrapped-up in Child Benefit Forms?
Would it help you further to be able to use the personal details you glean by using this access for promotional purposes, to sell on to other companies/agencies?
WELL YOU CAN.
Especially if your name is Bounty...
http://www.bounty.com/nhs/a-z