TY - JOUR
T1 - Assessing exposure to Kilkari
T2 - A big data analysis of a large maternal mobile messaging service across 13 states in India
AU - Bashingwa, Jean Juste Harrisson
AU - Mohan, Diwakar
AU - Chamberlain, Sara
AU - Arora, Salil
AU - Mendiratta, Jai
AU - Rahul, Sai
AU - Chauhan, Vinod
AU - Scott, Kerry
AU - Shah, Neha
AU - Ummer, Osama
AU - Ved, Rajani
AU - Mulder, Nicola
AU - Lefevre, Amnesty Elizabeth
N1 - Funding Information:
Twitter Jean Juste Harrisson Bashingwa @jbashingwa and Jai Mendiratta @tweetjaim Acknowledgements This work was made possible by the Bill and Melinda Gates Foundation. We thank Diva Dhar, Suhel Bidani, Rahul Mullick, Dr. Suneeta Krishnan, Dr. Neeta Goel and Dr. Priya Nanda for believing in us and giving us this opportunity. We also extend our gratitude to BBC Media Action, Beehyv Ltd and IMI Mobile Ltd without whose tireless efforts the evaluation of the Kilkari program would not be possible. We additionally thank Vinit Pattnaik at OPM and Erica Crawford at Johns Hopkins for their support to the financial management of our work.
Funding Information:
Funding This study was funded by Bill and Melinda Gates Foundation (OPP1179252).
Publisher Copyright:
©
PY - 2021/7/26
Y1 - 2021/7/26
N2 - The Kilkari programme is being implemented by the Government of India in 13 states. Designed by BBC Media Action and scaled in collaboration with the Ministry of Health and Family Welfare from January 2016, Kilkari had provided mobile health information to over 10 million subscribers by the time BBC Media Action transitioned the service to the government in April 2019. Despite the reach of Kilkari in terms of the absolute number of subscribers, no longitudinal analysis of subscriber exposure to health information content over time has been conducted, which may underpin effectiveness and changes in health outcomes. In this analysis, we draw from call data records to explore exposure to the Kilkari programme in India for the 2018 cohort of subscribers. We start by assessing the timing of the first successful call answered by subscribers on entry to the programme during pregnancy or postpartum, and then assess call volume, delivery, answering and listening rates over time. Findings suggest that over half of subscribers answer their first call after childbirth, with the remaining starting in the pregnancy period. The system handles upwards of 1.2 million calls per day on average. On average, 50% of calls are picked up on the first call attempt, 76% by the third and 99.5% by the ninth call attempt. Among calls picked up, over 48% were listened to for at least 50% of the total content duration and 43% were listened to for at least 75%. This is the first analysis of its kind of a maternal mobile messaging programme at scale in India. Study analyses suggest that multiple call attempts may be required to reach subscribers. However, once answered, subscribers tend to listen the majority of the call -a figure consistent across states, over time, and by health content area.
AB - The Kilkari programme is being implemented by the Government of India in 13 states. Designed by BBC Media Action and scaled in collaboration with the Ministry of Health and Family Welfare from January 2016, Kilkari had provided mobile health information to over 10 million subscribers by the time BBC Media Action transitioned the service to the government in April 2019. Despite the reach of Kilkari in terms of the absolute number of subscribers, no longitudinal analysis of subscriber exposure to health information content over time has been conducted, which may underpin effectiveness and changes in health outcomes. In this analysis, we draw from call data records to explore exposure to the Kilkari programme in India for the 2018 cohort of subscribers. We start by assessing the timing of the first successful call answered by subscribers on entry to the programme during pregnancy or postpartum, and then assess call volume, delivery, answering and listening rates over time. Findings suggest that over half of subscribers answer their first call after childbirth, with the remaining starting in the pregnancy period. The system handles upwards of 1.2 million calls per day on average. On average, 50% of calls are picked up on the first call attempt, 76% by the third and 99.5% by the ninth call attempt. Among calls picked up, over 48% were listened to for at least 50% of the total content duration and 43% were listened to for at least 75%. This is the first analysis of its kind of a maternal mobile messaging programme at scale in India. Study analyses suggest that multiple call attempts may be required to reach subscribers. However, once answered, subscribers tend to listen the majority of the call -a figure consistent across states, over time, and by health content area.
KW - health systems evaluation
KW - maternal health
UR - http://www.scopus.com/inward/record.url?scp=85111413900&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85111413900&partnerID=8YFLogxK
U2 - 10.1136/bmjgh-2021-005213
DO - 10.1136/bmjgh-2021-005213
M3 - Review article
C2 - 34312148
AN - SCOPUS:85111413900
SN - 2059-7908
VL - 6
JO - BMJ Global Health
JF - BMJ Global Health
M1 - e005213
ER -