Updated Jan 15, 2021

Kruti Dalal

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mMitra is a free mobile voice call service that sends timed and targeted preventive care information through automated calls during pregnancy and infancy directly to the phones of the enrolled women in their chosen language and timeslot. Salient Features ● Frequency: 141 individualised voice messages of 60-120 seconds are sent with the following frequency: - Pregnancy: Bi-weekly - First week af...
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mMitra is a free mobile voice call service that sends timed and targeted preventive care information through automated calls during pregnancy and infancy directly to the phones of the enrolled women in their chosen language and timeslot. Salient Features ● Frequency: 141 individualised voice messages of 60-120 seconds are sent with the following frequency: - Pregnancy: Bi-weekly - First week after birth: Daily - Until Infancy month 3: Bi-weekly - Infancy month 4 to month 12: Weekly ● Timed & Targeted: The information is timed to the gestational age or age of the infant is delivered directly to the women. ● Chosen Timeslot: Women can opt for a preferred time slot. ● Preferred Language: Calls available in Hindi, Marathi, Kannada and Gujarati.
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MLC Vanguard
  

Stage 6: Sustained Scale

Focus Areas:

Maternal Newborn and Child Health

Maternal Newborn and Child HealthSEE LESS

Implemented In:

India

IndiaSEE LESS

2,200,000
Lives Impacted to Date
1
Country Implemented In

Problem

A woman dies in childbirth every fifteen minutes in India. India accounts for 11% of the global maternal mortality burden. India's infant mortality rate is 32 per 1000 live births compared with the global average of 12. Similarly, the neonatal mortality rate is 24 per 1000 live births compared with the global average of 18. A significant proportion of maternal deaths and 50-70% of child deaths are however preventable. The 3-delays framework for understanding maternal mortality mentions the significance of lack of access to preventive care information in causing the first delay - decision to seek care. Providing critical healthcare information to women and families creates awareness of complications and risk factors and develops agency to demand healthcare.

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Solution

ARMMAN is currently implementing two mHealth programs (mMitra and Kilkari) that provide critical preventive care information to women during pregnancy till the child is one year old. While Kilkari (implemented in partnership with the Ministry of Health and Family Welfare) is the largest maternal and child health program in the world, mMitra and Kilkari are 2 of only 5 scaled maternal messaging programs across the world. The interventions address delay in seeking care by improving preventive information access by leveraging mobile technology to create scalable, evidence-based and cost-effective interventions. The high mobile penetration in India positions voice calls as an excellent mechanism for reaching women and families with this critical life-saving healthcare information using the principles of behaviour change communication, enabling women and families to make a timely decision to seek care.

Target Beneficiaries

Primary target group for mMitra are pregnant women and mothers with children up to the age of one while the secondary target group are spouses and families of these women.

Competitive Advantage

mMitra’s tech-enabled approach leverages the high mobile phone penetration in India allowing culturally sensitive information to be sent directly to the woman, when she needs it, using dialect, diction and content that is at her understanding level and standardizes the information communicated. The service reaches out to women more often than is possible through traditional health-workers based models, reduces the inconsistencies inherent in health worker-dependent information dissemination, reinforces positive behaviors and complements their work. It also supports health systems by leveraging technology to reduce burden on critical resources and allowing them to be deployed elsewhere. This is also a highly cost-effective model. For less than USD 4, a pregnant woman receives critical care information covering pregnancy and infancy through the mMitra calls. Mobile-based strategies for health communication offer greater promise for upscaling as they remain unaffected by the mobility of the population, diversity and constant changes in the healthcare use pattern or the profile of the frontline workers serving them. Information can be delivered easily in the language best understood by them, regardless of their location.

Milestone

Date Unknown
New Country Implemented In
India
Date Unknown
Lives Impacted
2,200,000