Bas hoefman for TTC at the economist conference

texttochange.com@texttochange

Bas HoefmanFounder & Director TTC Africa

[email protected] Mobile: +256779890945

http://www.texttochange.com

Healthcare In Africa 2013,February, 19th & 20th Cape Town

Patient responses to mHealthLessons learnt about structuring and running mHealth

programmes

• Founded in 2007 in Amsterdam

• Social Mobile Service & Content provider

• TTC develops mobile tools for: Health, Education, Economic development: SMS; Voice - IVR; Smartphone Apps

• Works together with local partners and agents

• Pioneer in mHealth in Africa

• Simple Solutions

Text to Change

First TTC program in Mbarara ( 2008) Target: 15.000 Celtel subscribers HIV/AIDS Quiz Results: 20 % response rate Uptake in HCT of +40% at AIC Built our own platform + toll free short

code

First TTC program in Mbarara ( 2008) Target: 15.000 Celtel subscribers HIV/AIDS Quiz Results: 20 % response rate Uptake in HCT of +40% at AIC Built our own platform + toll free short

code

Two case studies:- Mobile For Reproductive Health (M4RH)- Wazazi Nipendeni (Love me Parents)

What is m4RH?What is m4RH?

1. Mobile technologies identified as an important area to explore for innovative Family Planning communication

2. Set of text messages developed by FHI on contraceptive methods and based on World Health Organization medical eligibility criteria (WHO MEC)

3. Technology platform developed by Text to Change and maintained through relationships with mobile operators

4. mHealth system that is easily incorporated and adaptable to existing reproductive health programs

1. Mobile technologies identified as an important area to explore for innovative Family Planning communication

2. Set of text messages developed by FHI on contraceptive methods and based on World Health Organization medical eligibility criteria (WHO MEC)

3. Technology platform developed by Text to Change and maintained through relationships with mobile operators

4. mHealth system that is easily incorporated and adaptable to existing reproductive health programs

M4RH Program in:Kenya, Tanzania and Ghana.

Keyword Content# of queries

Kenya Tanzaniam4RH Main Menu 11691 175641

00, 01, 02, 03 Secondary Menus 4205 119700

11 Implants 2282 16473

21 IUDs 1993 13481

31 Permanent Methods 1438 19190

41 Injectables 2007 14816

51 OCPs 2372 15479

61 Emergency Contraception 1958 23925

71 Condoms 2935 27920

81 Natural Methods 3903 34605

99 ALL METHODS 2590 37249

91 Clinic Locations 1842 19298

Total Hits 39,215 517,777

Data Updated: 25May2011

Information Accessed Through m4RHInformation Accessed Through m4RH

“Love me, Parents”

Healthy Pregnancy and Safe Motherhood Campaign

Healthy Pregnancy SMS Service for:Expectant women

Supporters of expectant women

Mothers of newborn babies (up to 16 weeks old)

Supporters of mothers with newborn babies (up to 16 weeks old)

People interested in safe and healthy pregnancy

SMS information categoriesSMS information categories• Prevention of Mother to Child

transmission of HIV/AIDS

• Ante-Natal Clinic Visit Reminders

• Malaria Prevention

• Individual Birth Preparedness Plan

• Nutrition

• Danger Signs

• Family Planning/Birth Spacing

• Fun/Interesting (e.g. Fetal Development)

• Post-Partum Care

• Prevention of Mother to Child transmission of HIV/AIDS

• Ante-Natal Clinic Visit Reminders

• Malaria Prevention

• Individual Birth Preparedness Plan

• Nutrition

• Danger Signs

• Family Planning/Birth Spacing

• Fun/Interesting (e.g. Fetal Development)

• Post-Partum Care

Wazazi Nipendeni reminders helps

me get my patients on time

to the clinic!

SwahiliSwahili

EnglishEnglish

It's time for your 3rd clinic visit. If you have any questions about your

pregnancy, your health care provider is the best person

to ask. Go this week.

It's time for your 3rd clinic visit. If you have any questions about your

pregnancy, your health care provider is the best person

to ask. Go this week.

Muda umefika wa kwenda kliniki kwa mara ya tatu.

Kama una maswali kuhusu ujauzito wako inafaa

umuulize mtoa huduma za afya.

Muda umefika wa kwenda kliniki kwa mara ya tatu.

Kama una maswali kuhusu ujauzito wako inafaa

umuulize mtoa huduma za afya.

RemindersReminders

SwahiliSwahili

EnglishEnglish

Keeping clean helps protect you and your baby from

infections. Wash your hands with soap before cooking and meals, as well as after using the washroom and

handling animals.

Keeping clean helps protect you and your baby from

infections. Wash your hands with soap before cooking and meals, as well as after using the washroom and

handling animals.

Usafi unasaidia kulinda afya yako na ya mtoto wako. Nawa kwa mikono na

sabuni kabla ya kupika na kula, pia baada ya kujisaidia

na kushika wanyama.

Usafi unasaidia kulinda afya yako na ya mtoto wako. Nawa kwa mikono na

sabuni kabla ya kupika na kula, pia baada ya kujisaidia

na kushika wanyama.

InformationInformation

Project launched 3 months ago• Around 170.000 people have

interacted with the service• Around 85.000 people are active

users of the service• More than 4.000.000 messages

have been sent as part of the service.

Project launched 3 months ago• Around 170.000 people have

interacted with the service• Around 85.000 people are active

users of the service• More than 4.000.000 messages

have been sent as part of the service.

Facts and figuresFacts and figures

• (re-) consider your resources

• Involve right mix of communication channels

• Combine broadcasting through traditional media (radio, newspaper, poster) and narrowcasting new media (Mobile)

• Get your context right

• Needs and communications assessment

• Research the ‘Local factors’

• Technology is just a tool

• Set realistic timelines

• The technology is the easy part

• Content is king

• Incentives work

Lessons learnt:

• Working with the Mobile operators

• Basic Health systems are not working

• Sustainability / business model

• How to measure the impact?

Challenges:

Local factors:• Cultural norms, individual communication

patterns

• Use of mobiles: (technology) illiteracy?

• Availability of mobile signal?

• Working with mobile networks

• Understand local context for sustainable behaviour change:

• Work with reliable, capable, local partners

• Thorough problem identification

• Comprehensive program design takes time

• Plan multiple moments for M&E, be flexible and adjust where required

• Keep it simple!

Main recommendations

Text to Change:Simple in concept, powerful in result

mHealth services that work in Africa mHealth services that work in Africa

• Accessible• Relevant • (Near) Free

• Accessible• Relevant • (Near) Free

If you want to reach scale in Africa you need to focus on low end Phones!!

If you want to reach scale in Africa you need to focus on low end Phones!!

Thank you!