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Jeff Lee CDC Conference

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Jeff Lee CDC Conference

  1. 1. Building Relationships Via Mobile Prepared for The National Conference on Health Communication, Marketing and Media August 2009 – Presented by Jeff Lee, President, Distributive Networks
  2. 2. 280,000,000 Mobile Subscribers in USA Source: CTIA
  3. 3. 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)
  4. 4. 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>
  5. 5. Yours says something about you
  6. 6. 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
  7. 7. Monthly inbound/outbound Calls Monthly inbound/outbound Texts Source: Nielsen Universal SMS Usage on the Rise
  8. 8. Mobile Web Usage Source: Nielsen – Feb 2009
  9. 9. More than just a phone TXT
  10. 10. Mobile integrates easily TV MEDIA EVENTS PRINT WEB RADIO
  11. 11. <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>
  12. 12. 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
  13. 13. Thank you! Kevin Bertram Founder & CEO Distributive Networks [email_address] 202-289-2246 x101

Editor's Notes

  • 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.

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