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Text4baby: BDI 1/26/12 Mobile Healthcare Communications 2012: Case Studies and Roundtables
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Text4baby: BDI 1/26/12 Mobile Healthcare Communications 2012: Case Studies and Roundtables

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Case Study: Text4baby …

Case Study: Text4baby
Presented by: Shwen Gwee, Vice President, Digital Health, Edelman & Susan Can, Director, Corporate Equity, Johnson & Johnson
Text4baby is a free mobile health information service that delivers customized text messages with critical health information to new and expectant mothers. The informative messages are delivered three times per week, and are timed to the mother's due date or their baby’s date of birth. In its first two years, text4baby has harnessed the power of text messaging to share information and open the lines of communication to reach over 250,000 people in the U.S. The implementing partner is the National Healthy Mothers, Healthy Babies Coalition (HMHB), and the founding sponsor of text4baby is Johnson & Johnson.

www.bdionline.com

Published in: Business, Technology
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  • 1. Mobile Health For Expectant & New Mothers BDI Mobile Healthcare Communications 2012 Susan Can Johnson & Johnson Shwen Gwee Edelman (Digital Health) 1
  • 2. Key Insights: The majority of women worldwide only have one prenatal visit with a healthcare professional before they give birth And… More than one billion women in low-and-middle income countries own a mobile phone. 2
  • 3. Text4baby Data • More than 270,000 people have enrolled in text4baby since launch • Over 24 million text messages have been sent • 96% of text4baby users said they would refer text4baby to a friend • More than 45% signed up during first trimester of pregnancy, based on the due date they entered during registration 3
  • 4. San Diego Evaluation Findings 4
  • 5. San Diego Preliminary Findings Initial evaluation suggests that text4baby is: • Increasing users’ health knowledge • Facilitating interaction with their health providers • Improving adherence to appointments and immunizations • Improving access to health services Reported that text4baby helped them remember an appointment 64% or immunization that they or their child needed (n=122) Reported that text4baby messages informed them of medical 75% warning signs that they did not know (n=122) Reported talking to their doctor about a topic that they read on a 71% text4baby message (n=122) 5
  • 6. San Diego Preliminary Findings Underinsured participants are improving their access to health services and health information services as a result of text4baby messages Reported that they called a service or phone number that they 39% received from a text4baby message (n=122) …of participants without health insurance reported calling a 53% service number 6
  • 7. 2011 Flu Module 7
  • 8. Fall 2011 Flu Module Goals Introduce interactivity by way of “text reminders” into the text4baby system, in order to: • Make the service more attractive • Increase retention rate among users Gather user insights around • Barriers to obtaining flu shots • Openness to reminder-based option in the system 8
  • 9. Fall 2011 Flu Module Overview 103,007 active text4baby users currently in the “Pregnancy” or “New Baby” protocol received a message asking if they were planning to get a flu shot this season. No Yes 9,859 9,470 Didn’t Answer Answered 31% 29% 70,923 32,084 69% 31% Already Got it 12,755 40% Respondents Answers 9
  • 10. Fall 2011 Flu Module Overview No not planning to get it 9,859 9,470 12,755 10
  • 11. Fall 2011 Flu Module Overview No 9,859 9,470 not planning to get it 12,755 I think it may give me flu Cost Don’t think it’s safe Don’t need it Other 11
  • 12. Fall 2011 Flu Module Overview No not planning to get it 9,859 9,470 YES! 12,755 I think it may Reminder? give me flu (5,412 respondents) Cost Don’t think it’s safe Don’t need it Other 12
  • 13. Fall 2011 Flu Module Overview No not planning to get it 9,859 9,470 YES! 12,755 I think it may Reminder? give me flu (5,412 respondents) Cost NO YES Don’t think 46% 54% it’s safe Don’t need it Other 13
  • 14. Fall 2011 Flu Module Overview No not planning to get it 9,859 9,470 YES! 12,755 I think it may Reminder? give me flu (5,412 respondents) Cost NO YES Don’t think 46% 54% it’s safe Don’t need it 178 Other OCT • NOV • DEC • JAN 14
  • 15. Flu Module Takeaways • Overall response rate was high (~30%) – User base is engaged and willing to respond to questions of this nature • Almost 70% of respondents (~22,000 individuals) seem to think a flu shot is a good idea: They had already gotten it (31.8%) or are planning to (29.5%) • High response rate indicates: – Interest from users to engage more with program, even on controversial health topics such as vaccination – Text4baby moms are reading their messages 15
  • 16. Text4baby offers FREE messages on your cellphone to help you through your pregnancy andbaby’s first year. Signing up is easy! Text BABY (BEBE en Español) to 511411 16

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