213 million of which use text messaging 115 million with access to mobile Internet – these are people paying for the mobile Web, but not necessarily using it The actual number of users is much smaller, 48 million.
Jeff Lee CDC Conference
Building Relationships Via Mobile Prepared for The National Conference on Health Communication, Marketing and Media August 2009 – Presented by Jeff Lee, President, Distributive Networks
280,000,000 Mobile Subscribers in USA Source: CTIA
Mobile offers superior engagement 19 hours # of hours per day the average person has their mobile phone within arm’s reach (Nielsen) 20 % Percentage of US households that do not have a landline (CTIA/CDC) 90-100% Estimated ‘open rate’ of text messages (Luth) 15 minutes Average response time to the receipt of a text message (Experian) 357 texts v. 204 calls The average monthly number of text messages sent/received vrs. the average monthly number of phone calls made/received. (Nielsen)
Mobile is unique from other media channels <ul><li>Ubiquity : Mobile messaging is affordable for end users, and nearly everyone has and uses a mobile phone on a daily basis. </li></ul><ul><li>Interactivity : Mobile messaging allows for interactive two-way communication, providing instant gratification and enabling personal relationship-building. </li></ul><ul><li>Immediacy : Mobile messages have the highest chance of reaching a recipient wherever they are, and within moments of being sent. </li></ul><ul><li>Impact : Mobile communications spur recipients to act, whether to purchase a product, make a donation, attend an event, share information with a friend, or any other call to action. </li></ul><ul><li>Intimacy: A person’s mobile device is ultimately portable and often perceived as an extension of one’s personality. </li></ul>
Mobile integrates easily TV MEDIA EVENTS PRINT WEB RADIO
<ul><li>Challenge </li></ul><ul><li>Unique challenges of Tuberculosis medicine regimen </li></ul><ul><ul><li>Significant side effects of TB meds </li></ul></ul><ul><ul><li>Requires 6 months of sustained medication </li></ul></ul><ul><ul><li>Incomplete medication course can result in drug resistant TB strain </li></ul></ul><ul><ul><li>Typical Compliance is ensured via direct health care provider involvement (health worker absenteeism > 40%) </li></ul></ul>Interesting Health-related opportunities <ul><li>Solution – X out TB </li></ul><ul><li>Patients receive urinalysis strips, each containing printed numbers and embedded chemicals that react to urine containing TB meds </li></ul><ul><li>Patients send a daily SMS with their code demonstrating ongoing compliance. </li></ul><ul><li>Compliant patients are rewarded with free airtime </li></ul><ul><li>Results </li></ul><ul><li>Nicaragua pilot proved successful. Currently deployed in Nicaragua, Pakistan, United States </li></ul><ul><li>X out TB costs 45% of the cost of health worker monitoring </li></ul>
General thoughts on strategy Start Learning Early Simple solutions map best to existing user behavior Smart Incentives drive opt-ins Don’t underestimate the data collection opportunities
Thank you! Kevin Bertram Founder & CEO Distributive Networks [email_address] 202-289-2246 x101
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