(1) BabyCenter is piloting a mobile application in India that provides pregnancy and infant care information to consumers through a combination of prerecorded audio, SMS messages, and a basic user interface. This overcomes barriers like low literacy, lack of English skills, and basic phone access. (2) The application is being tested through usability studies and focus groups to improve the user experience. (3) A combination of business models like advertising, user payments, and revenue sharing with carriers will be used to enable a sustainable and scalable rollout, varying based on country and carrier. Revenue may also come from health insurers if positive health outcomes can be demonstrated.

1. (1) Sustainability strategies for mHealth BabyCenter’s efforts to create a model for the emerging markets May, 2010

2. mHealth can complement “top-down” health care investments by going direct-to-consumer and improving “health literacy” Top-down communication to mothers Healthcare communication platform Bottom-up communication to mothers (2) Doctors Midwives Hospitals Medicines

3. An introduction: BabyCenter is theworld’s leading parenting website Leader in the Indian internet space Launched in 2007, BabyCenter.in reaches over 500,000 unique visitors each month featuring local, medically-approved content Medically approved content Evidence-based reportingblended with mom-to-mom wisdom. More than 100 medical professionals across the world advising, reviewing and approving content Award winning Multiple Webby awards. One of few parenting sites to have been HON (Health on Net) approved We reach 78%(1) of our US market High quality. Fully-engaged. Loyal. Expanding Global Footprint 22 countries(2). Over 19MM(3)monthly unique visitorsacross the world.#1 site in US, UK, India Australia, Canada, and more … #1 User Satisfaction Rank Among Content Peers Nielsen Net Promoter score: 66%(4). +33 pts over peer companies. WebMD, Wall Street Journal Notes: (1) Source: Internal calculations using 2006 Census data, Q1 2007 Comscore media metrix and Omniture data (2) As of 5/10 (3) BC Internal server logs (4) NetPromoter April 2007; (3)

5. User interface is mixture of stage-based, pre-recorded voice and daily SMS reminders

6. Content covers pregnancy and the first year in English and Hindi

7. Content is actionable, health and wellness information, with integrated advertising

8. Barriers this overcomes

9. Basic phones

10. Low education/literacy

11. Non-English speaking

12. Consumer testing for user experience

13. Usability tests

14. Focus groups

16. Varies by country and carrier situation

17. Advertising and sponsorships to large, unreachable audience with SMS and rich audio advertising formats

18. Brand, DR, and services ad networks

19. Evidence of positive health outcomes resulting in reimbursement/ vouchers from healthcare payers (5)

21. There are multiple value chains created in mHealth – The right solution though will vary for each application in each location

22. Each of the models only work at scale

23. Evidence of positive health outcomes is a key enabler for any payer (insurer, employer, govt.)(6)