Text4baby Update Webinar:Flu Module, Community Impact     & Russia Expansion       November 29, 2011
AgendaIntroductions, Text4baby OverviewFall 2011 Flu Module Goals and Responses• Lauren Sogor, MPH, Campaign Manager, text...
About the ServiceText4baby is the first national, free-to-end-user mobile health informationservice in the U.S., designed ...
Text4baby Data:                What We Know So Far• 258,486 people have enrolled in text4baby since launch (as of  11/28/1...
Text4baby 2011 Flu Module
Fall 2011 Flu Module Goals• Introduce interactivity by way of “text  reminders” into the text4baby system, in order  to:  ...
Fall 2011 Flu Module Overview103,007 active text4baby users currently in the “Pregnancy” or “New Baby”protocol received a ...
Fall 2011 Flu Module Overview  Nonot planning  to get it                               9,859            9,470             ...
Fall 2011 Flu Module Overview  Nonot planning                          9,859   9,470    to get it                         ...
Fall 2011 Flu Module Overview  Nonot planning                          9,859   9,470                                      ...
Fall 2011 Flu Module Overview  Nonot planning                          9,859   9,470                                      ...
Fall 2011 Flu Module Overview  Nonot planning                          9,859   9,470                                      ...
Flu Module Responses                                        Number of Respondents to Flu Shot Survey (Q1) by State        ...
Flu Module Takeaways• Overall response rate was high (~30%)   – User base is engaged and willing to respond to questions o...
Informing Broader Strategy• High response rate indicates:   – Interest from users to engage more with program, even on    ...
San Diego Evaluation Findings
San Diego Preliminary FindingsInitial evaluation suggests that text4baby is:• Increasing users’ health knowledge• Facilita...
San Diego Preliminary FindingsUnderinsured participants are improving their access tohealth services and health informatio...
Text4baby Russia
Text4baby Russia• Text4baby Russia to launch on December 20th, 2011• Text4baby Russia is made possible through a public-  ...
Text4baby: Recent Activities
Text4baby in 2011•   National, State & Local Partnerships Expanded   – Over 690 partners from all 50 states have signed MO...
Upcoming Evaluations• Mathematica Policy Research, 4 TBD communities &  national• Madigan Army Medical Center/George Washi...
Press/Media Contact               Arlene Remick, MPHNational Healthy Mothers, Healthy Babies Coalition               Offic...
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11.29.11 Webinar: Flu Module, Community Impact & Russia Expansion

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On November 29, 2011, text4baby hosted a webinar titled 'Flu Module, Community Impact & Russia Expansion.’

The webinar featured experts from the United States Department of Health and Human Services’ Centers for Disease Control and Prevention (CDC) and the National Healthy Mothers, Healthy Babies Coalition. Speakers gave an update on text4baby – including how subscribers are engaging with the service, the results from a flu module sent to over 100,000 text4baby subscribers, and the impact the service is having on driving health awareness and motivating health-related behaviors.

This document gives an overview of the information presented during the webinar.

Published in: Health & Medicine, Technology
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  • Introduce interactivity into the system, specifically the ability for users to take advantage of reminders to assist them in implementing healthy behaviors, which we believe will make the service more attractive and increase our retention rate among participating users.Provide additional audience insights around the barriers users face in obtaining flu shots and/or their openness to a reminder-based option in the system.In the long-term, determine if text4baby users obtain their flu shots during pregnancy at a higher-than-average rate.
  • 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. Here is how they responded:9,470 (29.5%) – Yes, planning to get a flu shot9,859 (31%) – No, not planning to get it12,755 (39.8%) – Already got the flu shot this season
  • Of the 9,859 who said “No”, we asked them to tell us why not. They had 5 answer choices. They said:1,804 (18.3%) – I think it may give me flu821 (8%)– Cost2,173 (22%) – Don’t think it’s safe1,369 (14%) – Don’t need it1,457 (14.8%) – OtherOf the 9,470 who said “Yes”, we asked them if they’d like to set up a reminder to get their shot:2,915 (53.9%) said Yes178 users then set up a reminder for a specific date between October 2011 and January 20122,497 (46%) said No
  • Of the 9,859 who said “No”, we asked them to tell us why not. They had 5 answer choices. They said:1,804 (18.3%) – I think it may give me flu821 (8%)– Cost2,173 (22%) – Don’t think it’s safe1,369 (14%) – Don’t need it1,457 (14.8%) – OtherOf the 9,470 who said “Yes”, we asked them if they’d like to set up a reminder to get their shot:2,915 (53.9%) said Yes178 users then set up a reminder for a specific date between October 2011 and January 20122,497 (46%) said No
  • Of the 9,859 who said “No”, we asked them to tell us why not. They had 5 answer choices. They said:1,804 (18.3%) – I think it may give me flu821 (8%)– Cost2,173 (22%) – Don’t think it’s safe1,369 (14%) – Don’t need it1,457 (14.8%) – OtherOf the 9,470 who said “Yes”, we asked them if they’d like to set up a reminder to get their shot:2,915 (53.9%) said Yes178 users then set up a reminder for a specific date between October 2011 and January 20122,497 (46%) said No
  • Of the 9,859 who said “No”, we asked them to tell us why not. They had 5 answer choices. They said:1,804 (18.3%) – I think it may give me flu821 (8%)– Cost2,173 (22%) – Don’t think it’s safe1,369 (14%) – Don’t need it1,457 (14.8%) – OtherOf the 9,470 who said “Yes”, we asked them if they’d like to set up a reminder to get their shot:2,915 (53.9%) said Yes178 users then set up a reminder for a specific date between October 2011 and January 20122,497 (46%) said No
  • Of the 9,859 who said “No”, we asked them to tell us why not. They had 5 answer choices. They said:1,804 (18.3%) – I think it may give me flu821 (8%)– Cost2,173 (22%) – Don’t think it’s safe1,369 (14%) – Don’t need it1,457 (14.8%) – OtherOf the 9,470 who said “Yes”, we asked them if they’d like to set up a reminder to get their shot:2,915 (53.9%) said Yes178 users then set up a reminder for a specific date between October 2011 and January 20122,497 (46%) said No
  • HHS – Mathematica Evaluation Currently selecting the 4 communities, based around Federally Qualified Health CenterMadigan Army Medical Center/George Washington University, Seattle, WashingtonRCT design with 1,000 pregnant women seeking care at MAMCPreliminary results in late 2012CareFirst BlueCross BlueShield – George Washington University, Fairfax County, VAPre/post survey design with mothers seeking care at county health departmentsPreliminary results in early 2012Beaumont Foundation – Emory University, Atlanta, GAPre/post survey designPreliminary results in late 2011Alliance Healthcare Foundation – National Latino Research Center, San Diego, CAPhone survey and in-depth interviewsPreliminary results available on www.text4baby.orgUnitedHealth Community and State Focus on Medicaid population and claims dataIn initial planning stages
  • 11.29.11 Webinar: Flu Module, Community Impact & Russia Expansion

    1. 1. Text4baby Update Webinar:Flu Module, Community Impact & Russia Expansion November 29, 2011
    2. 2. AgendaIntroductions, Text4baby OverviewFall 2011 Flu Module Goals and Responses• Lauren Sogor, MPH, Campaign Manager, text4baby, National Healthy Mothers, Healthy Babies Coalition• Carolyn B. Bridges, M.D., CAPT USPHS, Associate Director for Adult Immunization, Immunization Services Division, NCIRD, CDCSan Diego Preliminary Findings• Yvette LaCoursiere, MD, MPH, UC San Diego Health System Department of Reproductive Medicine Text4baby Russia Expansion• Susan Can, Director, Corporate Equity, Johnson & JohnsonQuestion & AnswerAll speakers above and the following:• Sarah Ingersoll, Campaign Director, text4baby, National Healthy Mothers, Healthy Babies Coalition• Paul Meyer, President and Co-Founder, Voxiva• Elena Dmitrieva, Health and Development Foundation (implementing partner for text4baby Russia)
    3. 3. About the ServiceText4baby is the first national, free-to-end-user mobile health informationservice in the U.S., designed to promote maternal and child health.• Text4baby is an educational program of the National Healthy Mothers, Healthy Babies Coalition.• Women who sign up for the service by texting BABY to 511411 (or BEBE for Spanish) receive 3 free SMS text messages each week, timed to their due date or their baby’s date of birth. Sample Text Messages Need free or low-cost health care for Talk to your Dr. about getting a flu Did you get info from your Dr. on you & your baby? Your state has shot. Pregnant moms & babies can newborn screening tests? If not, ask programs to help. Call 877-543-7669 get very sick from flu. For info call CDC for it. Your baby will have these tests to find out if you qualify. at 800-232-4636.. in the first 48 hours after birth.
    4. 4. Text4baby Data: What We Know So Far• 258,486 people have enrolled in text4baby since launch (as of 11/28/11)• Over 24 million text messages have been sent (as of 11/16/11)• 96% of text4baby users said they would refer text4baby to a friend (n=12,569; as of 11/28/11)• 63,434 (46.3%) signed up during first trimester of pregnancy, based on the due date they entered during registration (as of 11/28/11)• 136,780 people have signed up to receive pregnancy-focused messages and 121,209 to receive messages focused on baby’s first year (as of 11/25/11)
    5. 5. Text4baby 2011 Flu Module
    6. 6. 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
    7. 7. Fall 2011 Flu Module Overview103,007 active text4baby users currently in the “Pregnancy” or “New Baby”protocol received a message asking if they were planning to get a flu shot thisseason. 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
    8. 8. Fall 2011 Flu Module Overview Nonot planning to get it 9,859 9,470 12,755
    9. 9. Fall 2011 Flu Module Overview Nonot planning 9,859 9,470 to get it 12,755I think it may give me flu Cost Don’t think it’s safe Don’t need it Other
    10. 10. Fall 2011 Flu Module Overview Nonot planning 9,859 9,470 YES! to get it 12,755I think it may give Reminder? me flu (5,412 respondents) Cost Don’t think it’s safe Don’t need it Other
    11. 11. Fall 2011 Flu Module Overview Nonot planning 9,859 9,470 YES! to get it 12,755I think it may give Reminder? me flu (5,412 respondents) Cost NO YES 46% 54% Don’t think it’s safe Don’t need it Other
    12. 12. Fall 2011 Flu Module Overview Nonot planning 9,859 9,470 YES! to get it 12,755I think it may give Reminder? me flu (5,412 respondents) Cost NO YES 46% 54% Don’t think it’s safe Don’t need it 178 Other OCT • NOV • DEC • JAN
    13. 13. Flu Module Responses Number of Respondents to Flu Shot Survey (Q1) by State 3000 2669 2455 2482 2500 2169Number of Respondents 2000 1513 1500 1367 1397 1380 1304 933 947 1000 814 857 801 837 770 760 641 648 661 415 407 486 553 532 414 488 473 498 451 500 361 314 347 270 199 254 239 270 263 169 158 144 114 112 110 145 21 77 71 9 68 60 35 0 0 State/Territory Name For the most part, the response totals mirror the overall text4baby enrollment (states with highest # of enrollees also had more respondents)
    14. 14. 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 have already gotten it (31.8%) or are planning to (29.5%)• Responses from text4baby mirror similar studies focused on pregnant women and flu conducted by CDC: – April 2011 survey (n=1,457) • 20% said they were concerned about safety for the baby • 17% worried that the shot would cause flu • Values are almost identical to text4baby’s results – November 2010 survey (n=1,396) • ~45% of respondents had already been vaccinated against flu • Very close to ~40% of text4baby respondents who said they already got their flu shot
    15. 15. Informing Broader Strategy• High response rate indicates: – Interest from users to engage more with program, even on controversial health topics such as vaccination – Text4baby users are reading their messages, reinforcing the value of a mobile health service to disseminate critical health information within minutes• Quick “ping-pong” interaction is beneficial because it: – Provides rich data within minutes (days at the most) to program staff – Allows for immediate reinforcement of key health concepts based on user response (e.g., overcoming barriers identified by the user) – Allows for real-time changes in promotional strategy and long-term content development• Text4baby can and should continue to introduce interactive modules like this one to further engage the audience• Planned for 2012: reminder option for well-baby and prenatal visits
    16. 16. San Diego Evaluation Findings
    17. 17. San Diego Preliminary FindingsInitial 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 appointment64.1% or immunization that they or their child needed (n=122) Reported that text4baby messages informed them of medical75.4% warning signs that they did not know (n=122) Reported talking to their doctor about a topic that they read on a71.3% text4baby message (n=122)
    18. 18. San Diego Preliminary FindingsUnderinsured participants are improving their access tohealth services and health information services as aresult of text4baby messages Reported that they called a service or phone number that they38.5% received from a text4baby message (n=122) …of participants without health insurance reported calling a53.3% service number
    19. 19. Text4baby Russia
    20. 20. Text4baby Russia• Text4baby Russia to launch on December 20th, 2011• Text4baby Russia is made possible through a public- private partnership convened by Johnson & Johnson. The partnership includes USAID, The Russian Ministry of Information, the Kulakov Center, the National Healthy Mothers, Healthy Babies Coalition, and Voxiva• @text4babyRussia
    21. 21. Text4baby: Recent Activities
    22. 22. Text4baby in 2011• National, State & Local Partnerships Expanded – Over 690 partners from all 50 states have signed MOUs to help promote the program – EHR Association Agreement• State Enrollment Contest – Participants from all 50 states – Winners announced at the American Public Health Association Annual Meeting in Washington, DC. (Winning states: DE, NH, NC)• Text4health – Secretary Sebelius (U.S. Department of Health & Human Services) announced text4health taskforce recommendations – Text4baby to play a prominent role as a model on which HHS is basing future activities
    23. 23. Upcoming Evaluations• Mathematica Policy Research, 4 TBD communities & national• Madigan Army Medical Center/George Washington University, Seattle, Washington• George Washington University, Fairfax County, VA• Emory University, Atlanta, GA• UnitedHealth Community and State, TBDMore Information Available Through:• Text4baby Slideshare: http://slideshare.net/text4baby• Text4baby Tuesday e-Newsletter http://eepurl.com/h9h3
    24. 24. Press/Media Contact Arlene Remick, MPHNational Healthy Mothers, Healthy Babies Coalition Office: 703.797.1945 Cell: 703.850.8590 E-mail: aremick@hmhb.org
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