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The Solution

With the support and expertise of the Janssen Pharmaceutical Companies of Johnson & Johnson, SAATHII has successfully implemented m-Maitri, an interactive voice response (IVR) service that would reach out to women seeking private sector ANC care. Messages commence in the antenatal period and until 18 months post-delivery. The service delivers customized messaging relevant to the woman’s stage of pregnancy and her infant’s development, and covers issues such as nutrition for mother and child, immunization, infections such as HIV, TB and malaria,  anti-retroviral prophylaxis and treatment, safe delivery, early infant diagnosis and retention in care, and many other health behaviors. SAATHII's technology partner in this initiative is Mahiti, and IVRS partner is IMIMobile.

Progress from mid-2016 to date:

I. CONTENT (6 months)
•Over 300 messages developed (MCH: HIV :: 2:1) from ANC point of registration to 18 month completion of confirmatory test
•Technical content vetted by SAATHII
•Telugu translation vetted by SAATHII

II. TECHNOLOGY (6 months)
•Pre-existing mobile health platform customized for m-Maitri
•Linkages between Svetana database to m-Maitri under development
•Integration with IMImobile: scripting in progress, to be followed by UAT

Beginning November 2016, the project has been rolled out in the field in AP and TS, with women seeking private sector ANC care whose babies have not yet completed 18 months of age.  

m-Maitri in the PMTCT cascade

The project draws on previous experience of the Janssen Pharmaceutical Companies of Johnson & Johnson in the HIV and Maternal and Child Health domains. It is part of the Connect for LifeTM initiative that engages in research partnerships with leading health organizations to improve the understanding of, and attitudes towards, diseases such as HIV, TB and other infectious diseases. m-Maitri has been introduced in Andhra Pradesh and Telangana. Based on the learnings, SAATHII expects to be able to introduce this service to other states where it implements the Global Fund-supported Project Śvetana.


RESULTS See case study here, and view a summary of our interim analysis in the image below.

Three videos, two from women enrolled in the m-Maitri program and a third featuring staff of our PMTCT program, are featured below.