Optimising the reach of mobile health messaging programmes: an analysis of system generated data for the Kilkari programme across 13 states in India.

Autor:	Mohan D; Department of International Health, Johns Hopkins University Bloomberg School of Public Health, Baltimore, Maryland, USA dr.dmohan79@gmail.com., Bashingwa JJH; Medical Research Council/ Wits Rural Public Health and Health Transitions Research Unit (Agincourt), School of Public Health, Faculty of Health Sciences, University of the Witwatersrand, 27 St Andrews Road, Parktown, Johannesburg, 2193, South Africa, Johannesburg, South Africa.; National Institute for Theoretical and Computational Sciences (NITheCS), South Africa, Johannesburg, South Africa.; Computational Biology Division, Department of Integrative Biomedical Sciences, University of Cape Town, Cape Town, South Africa., Scott K; Department of International Health, Johns Hopkins University Bloomberg School of Public Health, Baltimore, Maryland, USA., Arora S; Digital, BBC Media Action, New Delhi, India., Rahul S; Beehyv Software Solutions Limited, Hyderabad, Telangana, India., Mulder N; Computational Biology Division, Department of Integrative Biomedical Sciences, University of Cape Town, Cape Town, South Africa., Chamberlain S; BBC Media Action, Delhi, Delhi NCR, India.; Asia, BBC Media Action, London, UK., LeFevre AE; Department of International Health, Johns Hopkins University Bloomberg School of Public Health, Baltimore, Maryland, USA.; School of Public Health and Family Medicine, University of Cape Town, Cape Town, South Africa.
Jazyk:	angličtina
Zdroj:	BMJ global health [BMJ Glob Health] 2022 Aug; Vol. 6 (Suppl 5).
DOI:	10.1136/bmjgh-2022-009395
Abstrakt:	Kilkari is an outbound service that makes weekly, stage-based, prerecorded calls about reproductive, maternal, neonatal and child health directly to families' mobile phones, starting from the second trimester of pregnancy and until the child is 1 year old. Since its initiation in 2012-2013, Kilkari has scaled to 13 states across India. In this analysis article, we explored the subscriber's journey from entry to programme to engagement with calls. Data sources included call data records and household survey data from the 2015 National Family Health Survey. In 2018, of the 13.6 million records received by MOTECH, the technology platform that powers Kilkari, 9.5 million (~70%) were rejected and 4.1 million new subscribers were created. Overall, 21% of pregnant women across 13 states were covered by the programme in 2018, with West Bengal and Himachal Pradesh reaching a coverage of over 50%. Among new subscriptions in 2018, 63% were subscribed during pregnancy and 37% after childbirth. Of these, over 80% were ever reached by Kilkari calls and 39% retained in the programme. The main causes for deactivation of subscribers from the system were low listenership and calls going unanswered for six continuous weeks. Globally, Kilkari is the largest maternal mobile messaging programme of its kind in terms of number of subscribers but the coverage among pregnant women remains low. While call reach appears to be on the higher side, subscriber retention is low; this highlights broader challenges with providing mobile health services at scale across India. Competing Interests: Competing interests: SC and SA are employed by BBC Media Action and SR is employed by Beehyv; two of the entities supporting programme implementation. The authors do not have other relationships and are not engaged in activities that could appear to have influenced the submitted work. (© Author(s) (or their employer(s)) 2022. Re-use permitted under CC BY. Published by BMJ.)
Databáze:	MEDLINE
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