Sandra Fernandez is a Social Media Intern for Grameen Foundation.
Over nearly the last year, we’ve been piloting our Mobile Technology for Community Health, or MOTECH, initiative in the remote Upper East Region of Ghana. MOTECH’s two key services – Mobile Midwife and Nurse Application – provide maternal health information via mobile phones to both pregnant parents and their community nurses in rural areas. The system was launched in July 2010, and we’ve experienced many successes ever since. As is expected with any new projects, it’s also been an intensive learning process. Here’s a short overview of some of the lessons we’ve learned.
Creating the content for the Mobile Midwife service was a fascinating process. We convened focus groups to test whether our messages were clear, effective and helpful – where, among other things, we learned that we needed to be sensitive about the accent and speed of the messages, as well as the “depth.” Mobile Midwife users strongly preferred to hear messages from a voice that sounded like an experienced “auntie”– meaning a voice that wasn’t too formal or too casual, but wise and familiar. Using voices that users felt were trustworthy was a vital step in ensuring the effectiveness of our messages.
MOTECH’s Nurse Application – designed to help community health workers track patients’ needs and care – was originally meant to utilize the nurses’ personal phones. Yet we learned that over the long term, it was cheaper and more effective to provide participating nurses with low-cost, durable handsets that were pre-programmed with MOTECH forms for data entry. As such, we could avoid the considerably high text-messaging costs associated with personal mobiles, while experiencing an easier, more cohesive training process.
These are just a couple of the findings. We’ve learned a lot since July of last year, and expect to continue doing so in the coming months. We’ve recorded more than 150 MOTECH messages (even some in song!), and we’re currently working on a replication project in the Awutu Senya district of Ghana’s central region, to assess opportunities of expanding the MOTECH initiative nationally.
If you’d like to read more about our findings, we’ve recently prepared a report of lessons learned available for download.