Jeff C. Jensen, Edward A. Lee, and Sanjit A. Seshia, An Introductory Lab in Embedded and
Jeff Lee CDC Conference
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Building Relationships Via Mobile Prepared for The National Conference on Health Communication, Marketing and Media August 2009 – Presented by Jeff Lee, President, Distributive Networks
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Jeff Lee (Distributive Networks) presentation at CDC Atlanta (8/13/09)
Transcript of Jeff Lee CDC Conference
Building Relationships Via MobilePrepared for
The National Conference on Health Communication, Marketing and Media August 2009 – Presented by Jeff Lee, President, Distributive Networks
280,000,000Mobile Subscribers in USA
Source: CTIA
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)
Mobile is unique from other media channels
• Ubiquity: Mobile messaging is affordable for end users, and nearly
everyone has and uses a mobile phone on a daily basis.
• Interactivity: Mobile messaging allows for interactive two-way
communication, providing instant gratification and enabling personal relationship-building.
• Immediacy: Mobile messages have the highest chance of reaching a recipient wherever they
are, and within moments of being sent.
• 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.
• Intimacy: A person’s mobile device is ultimately portable and often perceived as an extension
of one’s personality.
Yours says something about you
Go where the users areVi
deo Ap
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Audi
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Web
Voic
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Text
Content Format
Ado
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Blue
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Text
Call to Action
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Monthly inbound/outbound Calls Monthly inbound/outbound Texts
Source: Nielsen
Universal SMS Usage on the Rise
Mobile Web Usage
Source: Nielsen – Feb 2009
More than just a phone
TXT
Mobile integrates easily
TV
MEDIA
EVENTS PRINT
WEB
RADIO
Challenge
Unique challenges of Tuberculosis medicine regimen
• Significant side effects of TB meds
• Requires 6 months of sustained medication
• Incomplete medication course can result in drug resistant TB strain
• Typical Compliance is ensured via direct health care provider
involvement (health worker absenteeism > 40%)
Interesting Health-related opportunities
Solution – X out TB
•Patients receive urinalysis strips, each containing printed numbers
and embedded chemicals that react to urine containing TB meds
•Patients send a daily SMS with their code demonstrating ongoing
compliance.
•Compliant patients are rewarded with free airtime
Results
•Nicaragua pilot proved successful. Currently
deployed in Nicaragua, Pakistan, United States
• X out TB costs 45% of the cost of health
worker monitoring
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
