Communication via mobile phone as an effective tool of public health: Findings of MAMAmobi program

Abstract

IssueThe level of timely referrals to health specialists among Russian pregnant women is low, as well as the level of preventive knowledge and health information that often is derived from unreliable sources. About 2/3 of Russian women who are smoking don't quit smoking during pregnancy and breastfeeding. There is low level of breast feeding among Russian women. During COVID -19 there is need for reliable information. Given the geography of the country, there is need for pregnant woman and mothers with a newborn for modern health service and relevant information.DescriptionProgram MAMAmobi - free mobile service for pregnant women and new mothers to delivering up-to-date health information regarding maternal and child health via all channels on mobile phones: messengers, mobile applications, YouTube, social media, Email, text msgs, etc. All the content and messages are developed and reviewed by the leading experts in the field. Each client automatically receives individual messages on her mobile phones according to her pregnancy term or a baby birthday.Results250,000 pregnant women and new mothers reached by the program annually. Program monitoring identified increasing number of women who practice breast feeding and practice healthy behaviour. Dissemination of the evidence-based information on vaccine and immunisation among the audience increase women make a rational decision. The rate of women taking folic acid is higher among women participating in the program compared to control group.LessonsCommunication via mobile phone brings the most accurate information to women, motivate them to keep their own health and babies' health, allow to deliver information on urgent issues, establish high reliability of such channel and keep adherence to the program very high.Key messages The service is a viable tool that brings improvement in women’s knowledge on maternal and child health including prevention of smoking and alcohol consumptions, COVID-19 and etc and change behaviour.The communication channels on smartphones should be changed according to expectations of the target group and available technology.