Text4baby Update Webinar:Flu Module, Community Impact

& Russia Expansion

November 29, 2011

Agenda

Introductions, Text4baby OverviewFall 2011 Flu Module Goals and Responses• Lauren Sogor, MPH, Campaign Manager, text4baby, National Healthy Mothers, Healthy Babies

Coalition• Carolyn B. Bridges, M.D., CAPT USPHS, Associate Director for Adult Immunization, Immunization

Services Division, NCIRD, CDCSan Diego Preliminary Findings• Yvette LaCoursiere, MD, MPH, UC San Diego Health System Department of Reproductive Medicine Text4baby Russia Expansion• Susan Can, Director, Corporate Equity, Johnson & JohnsonQuestion & Answer All speakers above and the following: • Sarah Ingersoll, Campaign Director, text4baby, National Healthy Mothers, Healthy Babies Coalition• Paul Meyer, President and Co-Founder, Voxiva• Elena Dmitrieva, Health and Development Foundation (implementing partner for text4baby Russia)

About the Service

Text4baby is the first national, free-to-end-user mobile health information service in the U.S., designed to promote maternal and child health. • Text4baby is an educational program of the National Healthy Mothers,

Healthy Babies Coalition.• Women who sign up for the service by texting BABY to 511411 (or BEBE for

Spanish) receive 3 free SMS text messages each week, timed to their due date or their baby’s date of birth.

Need free or low-cost health care for you & your baby? Your state has

programs to help. Call 877-543-7669 to find out if you qualify.

Talk to your Dr. about getting a flu shot. Pregnant moms & babies can

get very sick from flu. For info call CDC at 800-232-4636..

Did you get info from your Dr. on newborn screening tests? If not, ask for it. Your baby will have these tests

in the first 48 hours after birth.

Sample Text Messages

Text4baby Data: What We Know So Far

• 258,486 people have enrolled in text4baby since launch (as of 11/28/11)

• Over 24 million text messages have been sent (as of 11/16/11)

• 96% of text4baby users said they would refer text4baby to a friend (n=12,569; as of 11/28/11)

• 63,434 (46.3%) signed up during first trimester of pregnancy, based on the due date they entered during registration (as of 11/28/11)

• 136,780 people have signed up to receive pregnancy-focused messages and 121,209 to receive messages focused on baby’s first year (as of 11/25/11)

Text4baby 2011 Flu Module

Fall 2011 Flu Module Goals

• Introduce interactivity by way of “text reminders” into the text4baby system, in order to:–Make the service more attractive– Increase retention rate among users

• Gather user insights around–Barriers to obtaining flu shots–Openness to reminder-based option in the system

Fall 2011 Flu Module Overview

103,007 active text4baby users currently in the “Pregnancy” or “New Baby” protocol received a message asking if they were planning to get a flu shot this season.

Answered32,084

31%

Didn’t Answer70,923

69%

Respondents Answers

No 9,85931%

Yes9,47029%

Already Got it12,755

40%

Fall 2011 Flu Module Overview

9,859 9,470

12,755

Nonot planning

to get it

Fall 2011 Flu Module Overview

I think it may give me flu

Cost

Don’t think it’s safe

Don’t need it

Other

Nonot planning

to get it

9,859 9,470

12,755

Reminder?(5,412 respondents)

Fall 2011 Flu Module Overview

I think it may give me flu

Cost

Don’t think it’s safe

Don’t need it

Other

YES!Nonot planning

to get it

9,859 9,470

12,755

Reminder?(5,412 respondents)

YES54%

NO46%

Fall 2011 Flu Module Overview

I think it may give me flu

Cost

Don’t think it’s safe

Don’t need it

Other

YES!Nonot planning

to get it

9,859 9,470

12,755

Reminder?(5,412 respondents)

178OCT • NOV • DEC • JAN

YES54%

NO46%

Fall 2011 Flu Module Overview

I think it may give me flu

Cost

Don’t think it’s safe

Don’t need it

Other

YES!Nonot planning

to get it

9,859 9,470

12,755

Flu Module Responses

Number of Respondents to Flu Shot Survey (Q1) by State

For the most part, the response totals mirror the overall text4baby enrollment(states with highest # of enrollees also had more respondents)

Alabam

a

Arizona

Californ

ia

Connecticu

t

Distric

t of C

olumbia

Georgi

aIdah

o

Indiana

Kansas

Louisia

na

Marylan

d

Michiga

n

Mississ

ippi

Montana

Nevad

a

New Je

rsey

New Yo

rk

North Dak

ota

Oklahoma

Pennsyl

vania

Rhode Isla

nd

South Dak

otaTe

xas

Vermont

Virginia

West

Virginia

Wyo

ming0

500

1000

1500

2000

2500

3000

770

21

641415

2669

407270

16977

1367

2455

144158

1397

814

199

933

361

648

114

532486

760553

414

947

112254314239

488347

15131380

71

857

473270

2482

9 68

498

110

801

2169

451

6035

1304

837

263

661

1450

State/Territory Name

Num

ber o

f Res

pond

ents

Flu Module Takeaways

• Overall response rate was high (~30%)– User base is engaged and willing to respond to questions of this nature

• Almost 70% of respondents (~22,000 individuals) seem to think a flu shot is a good idea: They have already gotten it (31.8%) or are planning to (29.5%)• Responses from text4baby mirror similar studies focused on

pregnant women and flu conducted by CDC:– April 2011 survey (n=1,457)

• 20% said they were concerned about safety for the baby• 17% worried that the shot would cause flu• Values are almost identical to text4baby’s results

– November 2010 survey (n=1,396)• ~45% of respondents had already been vaccinated against flu• Very close to ~40% of text4baby respondents who said they already got

their flu shot

Informing Broader Strategy

• High response rate indicates:– Interest from users to engage more with program, even on

controversial health topics such as vaccination– Text4baby users are reading their messages, reinforcing the value of a

mobile health service to disseminate critical health information within minutes

• Quick “ping-pong” interaction is beneficial because it:– Provides rich data within minutes (days at the most) to program staff – Allows for immediate reinforcement of key health concepts based on

user response (e.g., overcoming barriers identified by the user)– Allows for real-time changes in promotional strategy and long-term

content development• Text4baby can and should continue to introduce interactive

modules like this one to further engage the audience• Planned for 2012: reminder option for well-baby and prenatal

visits

San Diego Evaluation Findings

Reported that text4baby helped them remember an appointment or immunization that they or their child needed (n=122)

Reported that text4baby messages informed them of medical warning signs that they did not know (n=122)

Reported talking to their doctor about a topic that they read on a text4baby message (n=122)

San Diego Preliminary Findings

Initial evaluation suggests that text4baby is:• Increasing users’ health knowledge• Facilitating interaction with their health providers• Improving adherence to appointments and immunizations• Improving access to health services

64.1%

75.4%

71.3%

San Diego Preliminary Findings

Underinsured participants are improving their access to health services and health information services as a result of text4baby messages

Reported that they called a service or phone number that they received from a text4baby message (n=122)

…of participants without health insurance reported calling a service number

38.5%

53.3%

Text4baby Russia

Text4baby Russia

• Text4baby Russia to launch on December 20th, 2011

• Text4baby Russia is made possible through a public-private partnership convened by Johnson & Johnson. The partnership includes USAID, The Russian Ministry of Information, the Kulakov Center, the National Healthy Mothers, Healthy Babies Coalition, and Voxiva

• @text4babyRussia

Text4baby: Recent Activities

Text4baby in 2011

• National, State & Local Partnerships Expanded– Over 690 partners from all 50 states have signed MOUs to

help promote the program– EHR Association Agreement

• State Enrollment Contest – Participants from all 50 states–Winners announced at the American Public Health Association

Annual Meeting in Washington, DC. (Winning states: DE, NH, NC)

• Text4health – Secretary Sebelius (U.S. Department of Health & Human

Services) announced text4health taskforce recommendations – Text4baby to play a prominent role as a model on which HHS

is basing future activities

Upcoming Evaluations

• Mathematica Policy Research, 4 TBD communities & national• Madigan Army Medical Center/George Washington

University, Seattle, Washington• George Washington University, Fairfax County, VA• Emory University, Atlanta, GA• UnitedHealth Community and State, TBD

More Information Available Through: • Text4baby Slideshare: http://slideshare.net/text4baby • Text4baby Tuesday e-Newsletter http://eepurl.com/h9h3

Press/Media Contact

Arlene Remick, MPHNational Healthy Mothers, Healthy Babies Coalition

Office: 703.797.1945Cell: 703.850.8590

E-mail: aremick@hmhb.org