PP - as a 'sooty' old hand, here are some answers:
From www.babycentre.co.uk/:
Membrane sweeping is done by your midwife or doctor. While internally examining you, he or she will simply "sweep" a finger around the neck of your womb (cervix). The aim is to separate the membranes around your baby from your cervix. This releases hormones called prostaglandins, which may kick-start your labour.
A membrane sweep increases the likelihood that labour will start within 48 hours. It has a higher chance of working if the neck of your womb is already softening and preparing for labour. It does not increase the risk of infection to either you or your baby.
A membrane sweep can be uncomfortable as the neck of the womb is often difficult to reach before labour begins and there may be some slight "spotting" of blood and irregular contractions immediately afterwards.
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I've had one so far and due another tomorrow.
Did it work - not this time, but often people say that that's all they needed to get them going and I'm definitely having another before I seek more drastic means of induction.
Did it hurt? - it's not the most comfortable thing to have done to you - it's one of those things where the person doing it will say "this will be less uncomfortable if you relax" - which you try to do through gritted teeth . I just try to breathe deeply and place my fists in the small of my back (tilts the pelvis better).
Definitely worth trying 1-2 before having to go through the induction route.