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
Ubiquity : Mobile messaging is affordable for end users, and nearly everyone has and uses a mobile phone on a daily basis.
Interactivity : Mobile messaging allows for interactive two-way communication, providing instant gratification and enabling personal relationship-building.
Immediacy : Mobile messages have the highest chance of reaching a recipient wherever they are, and within moments of being sent.
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.
Intimacy: A person’s mobile device is ultimately portable and often perceived as an extension of one’s personality.

Yours says something about you

Go where the users are Video Apps Audio/Images Web Voice (IVR) Text Content Format Adoption Bluetooth Barcode Scan Application Carrier Portal Web Text Call to Action Adoption

Monthly inbound/outbound Calls Monthly inbound/outbound Texts Source: Nielsen Universal SMS Usage on the Rise

Mobile Web Usage Source: Nielsen – Feb 2009

More than just a phone TXT

Mobile integrates easily TV MEDIA EVENTS PRINT WEB RADIO

Challenge
Unique challenges of Tuberculosis medicine regimen
Significant side effects of TB meds
Requires 6 months of sustained medication
Incomplete medication course can result in drug resistant TB strain
Typical Compliance is ensured via direct health care provider involvement (health worker absenteeism > 40%)
Interesting Health-related opportunities
Solution – X out TB
Patients receive urinalysis strips, each containing printed numbers and embedded chemicals that react to urine containing TB meds
Patients send a daily SMS with their code demonstrating ongoing compliance.
Compliant patients are rewarded with free airtime
Results
Nicaragua pilot proved successful. Currently deployed in Nicaragua, Pakistan, United States
X out TB costs 45% of the cost of health worker monitoring

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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Jeff Lee CDC Conference

by leeje on Aug 13, 2009

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Jeff Lee CDC Conference — Presentation Transcript