text4baby: Using Cell Phones in Maternal-Child Health

Joan Corder-Mabe, RNC, M.S., W.H.N.P. Reproductive Health Programs Manager

Office of Family Health Services Virginia Department of Health http://www.vdh.virginia.gov/

March 16, 2012

• A free mobile information service designed to promote maternal and child health.

• An educational program of the National Healthy Mothers, Healthy Babies Coalition (HMHB).

• A service that provides pregnant women and new moms with information to help them care for themselves.

• The largest national mobile health initiative to date.

What is text4baby?

National Partnership

• Smoking Cessation • Breast Feeding • Health Care Access • Diabetes • Nutrition • Oral Health • Immunization,

including seasonal flu • Prenatal Care • Disabilities • Family Planning • HIV/AIDS Prevention • Violence Prevention

Messages on Critical Issues • Physical Activity • Safety & Injury

Prevention • Mental Health • Substance Abuse

Prevention • Developmental

Milestones • Labor & Delivery • Car Seat Safety • Safe Sleep • Exercise

• Available to anyone who has a cell plan with a participating carrier.

• No cost to user, even if she does not have a text message plan.

• If user does have a text plan, text4baby will not deduct from the total number of texts she pays for with her regular plan.

How text4baby Works

• Mass emails • Posters in health clinics/exam &

waiting rooms • Medicaid member enrollment

letters/mailings • E-newsletter or print newsletter • Home visiting programs • Hospitals and private doctor

offices • Referral card distribution • Media events - press

conference

Sample Promotional Activities Include

Smart Beginnings of Martinsville-Henry County in Martinsville, VA placed six text4baby billboards in areas with high traffic.

Billboards in Martinsville, VA

Number of Unique Text 4 Baby Users “Ever-Enrolled” Since Launch in Virginia, by Zip Code, January 2012

Using Data to Drive Enrollment

• What do mothers think about using a texting service to get health information?

• Do mothers feels more supported because of text4baby?

• Do mothers learn something from text4baby?

• Do mothers behave differently as a result of text4baby?

Text4baby Research Questions

• 64.1% reported that text4baby helped them remember an appointment or immunization.

• 75.4% reported that text4baby messages informed them of medical warning signs that they did not know.

• 71.3 % reported talking to a doctor about a topic that they read on a text4baby message.

• 38.5% reported that they called a service or phone number that they received from a text4baby message.

• 53.3% of participants without health insurance reported calling a service number.

• San Diego Research Team, National Latino Research Center at California State University,

San Marcos University & University of California, San Diego Department of Obstetrics and Gynecology

Evaluation and Impact

Questions? Contact info@text4baby.org or visit www.text4baby.org for more information or

email Joan.Corder-Mabe@vdh.virginia.gov

Thank You!