There is quite a lot of research around which suggests that although it is an effective form of pain relief, an epidural means many women will spend longer pushing the baby out of the birth canal and are more likely to need some other intervention.

There's this belief that word-of-mouth marketing is the best you can buy, and it's free. A lot of it is taking place on the Internet and you can track it. Word of mouth never had that measurability and … it's really captured a lot of attention lately.