Early Elective Deliveries and Social MediaMaternal Affinity GroupApril 24, 2013

Social Media Apps to Help Pregnant Women There are several great Social Media Apps

for pregnant women Average person looks at phone once/6.4

minutes or 150x/day. 87% of adults age 18-29 in the U.S. have

cell phones. 72% of adults with cell phones send and

receive text messages. 99% of text messages are read. 90% are read within 3 minutes.

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Adult female texters send/receive 15 texts per day vs. men @ 10.

79% of Medicaid recipients text.

People of color more likely to text than white counterparts.

Low-income Americans text more than higher-income.

Source: Amanda Lenhart. Cell Phones and American Adults. Washington, DC:Pew Research Center; 2010

Role of Text Messaging• Televox study showed text, voicemail

or email: 87% said more helpful, than in-

person conversations with healthcare provider.

30% said increased feelings of trust in their provider.

51% felt more valued as a patient 35% said improved their opinion

of their provider 34% reported feeling more certain

about visiting that healthcare provider again.

- Televox, Technology Beyond the Exam Room How Digital Media is Helping Doctors Deliver the Highest Level of Care. October 2012

Program Summary Text4baby is a free program of the non-profit

National Healthy Mothers, Healthy Babies Coalition (HMHB). The founding sponsor is Johnson & Johnson. The White House Office of Science & Technology and the Department of Health & Human Services are among the over 900 partners who are actively promoting the service.

Text4baby is the largest national mobile health initiative reaching over 500,000 moms since launch three years ago.

Program Summary Text4baby is available in both English and

Spanish. We reach low-income and young women,

particularly Hispanic or African-American. Successful model of public-private

partnership and transparent, data-driven, customer service.

Moving towards institutionalization as a critical free public health utility.

How Text4baby Works

Messages on Critical Issues Smoking Cessation Breast Feeding Health Care Access Diabetes Nutrition Oral Health Immunization Prenatal Care Disabilities Family Planning HIV/AIDS Prevention Violence Prevention Physical Activity Safety & Injury Prevention Mental Health Substance Abuse Prevention Developmental Milestones Labor & Delivery Car Seat Safety Safe Sleep Exercise

Text4baby Alerts Moms of Urgent

Health News, Recalls, Outbreaks, etc. Tylenol recall, May 2010

Pertussis outbreak CA (CDC), July 2010 Similac formula recall, September 2010 Sleep positioners warning (FDA), October 2010 New car safety seat guidelines (AAP), March 2011 Deadly hot cars (Safe Kids), July 2011 Benzocaine warning (FDA), August 2011 Window falls prevention (AAP & CDC), September 2011 Warning about crib bumpers (AAP & CDC), October 2011 Carbon monoxide poisoning (CT & MA) in response to power outages,

November 2011 Warning about button batteries (Safe Kids), December 2011 CMS enrollment (CMS), February 2012 Medicine safety (CDC), March 2012 Pertussis - 7 states (CDC), April 2012 and 44 states (CDC), June 2012 Hurricane Sandy Refrigerated Food – 12 states, November 2012

Important and Relevant Messaging

Text4baby provides accurate health info to pregnant/new moms, including messaging to mothers about reducing non-medically necessary deliveries before 39 Weeks Text4baby layers the approach by providing information starting at

27 weeks and reinforcing at weeks 36 & 38. Content is presented via text message, links to

mobile pages, links to external partner sites (AWHONN & March of Dimes) and video.

Fetal development is our # 1 mobile page in pregnancy.

We are looking for future ways to enhance the 39 weeks content.

More than 900 Promotional Partners

Reaching Women Who Most Need It

Text4baby is reaching women early in their pregnancy: Of users who signed up for pregnancy messages, over 47% enrolled during the first trimester.

Text4baby is reaching women in high-poverty areas: A higher percentage of users live in zip codes with the highest levels of poverty compared to the overall U.S. distribution.

6% use the text4baby service in Spanish.

Reaching Women Who Most Need It

At minimum over half (56%) are current Medicaid recipients who can benefit from our Medicaid re-enrollment messages.

More than 13% report being uninsured

Nearly half of users San Diego evaluation reported their household income was $20,000 or less.

50% of users are referred from Health Service Provider (23% Doctor/Nurse; 16% Health Department; 12% Health Plan)

External Results

Text4baby Supports HENs

• Messages align with Patient Safety Areas of Focus:

Preventing Early Elective Deliveries (39 weeks)

Preventing Obstetrical Adverse Events Text4baby is an effective and low cost initiative to

help improve patient safety and more.

Text4baby Supports HENs

Proposed Ideas for Collaboration: Become a t4b partner: www.

t4b.org/partnersgetinvolved Include t4b as a standard practice of

outreach and care. Integrating t4b enrollment feature into

hospital system (e.g. Electronic Health Records).

Text4baby can provide access to specific – enrollment data to track outreach

efforts.

• Social media has fundamentally changed the way we consume and share information

MARCH OF DIMES IN SOCIAL MEDIA

• Facebook.com/MarchofDimes; Facebook.com/nacersano:• 370,000 likes and growing daily on the national page (English)• Millions reached on a monthly basis with March of Dimes content• Localized chapter Facebook pages in all 50 states and PR reach over 100,000 users

MARCH OF DIMES IN SOCIAL MEDIA-Facebook

MARCH OF DIMES IN SOCIAL MEDIA-Twitter

• twitter.com/marchofdimes• twitter.com/marchforbabies• twitter.com/babytips• twitter.com/nacersano• twitter.com/nacersanobaby• twitter.com/teamyouth

•Combined nearly 70,000 followers and growing daily

MARCH OF DIMES IN SOCIAL MEDIA-Twitter Chats

• Monthly real-time chats in English and Spanish on topics related to having a healthy pregnancy and a healthy baby.

• #pregnancychat — pregnancy-related chats in English• #preemiechat — preemie-related chats in English• #nacersano — pregnancy-related chats in Spanish• #nacersanobaby — baby-related chats in Spanish

• Chats are two-way content-specific conversations• 2012 statistics (combined English and Spanish)

o 2,583,197 average people reachedo 32,458,282 average impressions

• LinkedIn.com• March of Dimes Group has

over 2,000 members

MARCH OF DIMES IN SOCIAL MEDIA-Linked in

MARCH OF DIMES IN SOCIAL MEDIA-Blogs

• Blogs: News Moms Need, March for Babies, Nacersano:• March for Babies blog got over 100,000 page views during the March for Babies

season• News Moms Need gets close to 160,000 page views a year

MARCH OF DIMES IN SOCIAL MEDIA-Pinterest

• Pinterest.com/MarchofDimes• 21 boards with 443 pins• 1,400 followers

•www.marchofdimes.com/Cinemama - Our new iPhone app that serves up educational content while allowing users to track and photograph their pregnancy and share progress socially

•My9months app- Our new iPad app that provides educational content at your fingertips

March of Dimes Resources Beyond Social Media

March of Dimes Resources Beyond Social Media

•www.MarchofDimes.com/PeriStats - Developed by the March of Dimes Perinatal Data Center, Peristats provides access to maternal and infant health data for the United States and by state or region, including more than 60,000 graphs, maps and tables

BabyQ: Social media app for moms-to-be BabyQ helps guide pregnant women on how to nurture

their growing child to reach their full potential. Their mission is to guide women to make better

choices to increase the lifelong emotional, physical, and intellectual growth of their child.

Their mission is to improve birth weights, reduce preterm delivery, and decrease childhood diseases like autism, asthma, obesity and diabetes.

  Brennan, Mike. "Docs develop app to help pregnant women." MiBiz: West Michigan

Business News and Information. Technology , 7 Apr. 2013. Web. 12 Apr. 2013. http://mibiz.com/item/20541-docs-develop-app-to-help-pregnant-women.

BabyQ: Social media app for moms-to-be Moms-to-be answer a 24 question survey and

receive custom maternal and fetal health tips via SMS text messages. Moms-to-be use the tips and goals to improve their babyQ and re-take the survey every two weeks to receive new goals and messages.

BabyQ helps you understand how your Lifestyle, Exercise, Nutrition, and Stress (LENS) habits affect your baby during pregnancy.

Brennan, Mike. "Docs develop app to help pregnant women." MiBiz: West Michigan Business News and Information. Technology , 7 Apr. 2013. Web. 12 Apr. 2013. http://mibiz.com/item/20541-docs-develop-app-to-help-pregnant-women.

BabyQ: Social media app for moms-to-be BabyQ helps you understand how your Lifestyle,

Exercise, Nutrition, and Stress (LENS) habits affect your baby during pregnancy.

The scoring system is based on analysis of more than 39,000 pregnancies and recommendations from the World Health Organization and the American College of Obstetricians.  

Brennan, Mike. "Docs develop app to help pregnant women." MiBiz: West Michigan Business News and Information. Technology , 7 Apr. 2013. Web. 12 Apr. 2013. http://mibiz.com/item/20541-docs-develop-app-to-help-pregnant-women

BabyQ: Social media app for moms-to-be BabyQ is the first and only pregnancy App designed

by doctors, that gives mothers a babyQ score. BabyQ is available on the App Store for iPhones and

other social media outlets like Facebook, Twitter, and RSS Feed.

Mothers-to-be can update their score and receive additional maternal and fetal health tips and information by visiting the babyQ website located at http://babyq.com/. 

Brennan, Mike. "Docs develop app to help pregnant women." MiBiz: West Michigan Business News and Information. Technology , 7 Apr. 2013. Web. 12 Apr. 2013. http://mibiz.com/item/20541-docs-develop-app-to-help-pregnant-women.

• What have you heard from the presentation that motivates you to use social media in the efforts to reduce OB Adverse Events?

• How would you encourage utilizing this resource in your HEN or Hospitals?

• What have you heard that creates opportunity to reach the goal of preventing OB adverse events?

DiscussionDiscussion