mobile mandate

MEX 2009
mobile user experience?
10,000,000

120,000

1. OUTREACH 2. TESTING 3. TREATMENT

40% 10% 5% 2% 1%
4,000,00 400,000 500,000 200,000 120,00
HIV positive People who have People currently
0 people who will been tested and in treatment. 40% 0
People estimated develop AIDS know their status default in 2 years. People still in
HIV infected in KZN. each year. (cumulative) treatment after
two years.
10,000,000

120,000

1. OUTREACH 2. TESTING 3. TREATMENT

40% 10% 5% 2% 1%
4,000,00 400,000 500,000 200,000 120,00
HIV positive People who have People currently
0 people who will been tested and in treatment. 40% 0
People estimated develop AIDS know their status. default in 2 years. People still in
HIV infected in KZN. each year. (cumulative) treatment after
two years.
10,000,000

120,000

1. OUTREACH 2. TESTING 3. TREATMENT

40% 10% 5% 2% 1%
4,000,00 400,000 500,000 200,000 120,00
HIV positive People who have People currently
0 people who will been tested and in treatment. 0
People estimated develop AIDS know their status. 40% default in 2 People still in
HIV infected in KZN. each year. (cumulative) years. treatment after
two years.
10,000,000

120,000

1. OUTREACH 2. TESTING 3. TREATMENT

Mobile Outreach Self Testing Service Mobile Adherence

Support
10,000,000

120,000

1. OUTREACH 2. TESTING 3. TREATMENT

Mobile Outreach Self Testing Service Mobile Adherence

Support

Stage 1: Mobile Outreach

In October 2008 we launched a service to deliver
information on HIV / TB to the broadest population at the
lowest possible cost using mobile technologies.
80-90% of South
Africans have access to
a mobile.

90% of population uses pre-

paid calling plans.

Operators have developed a

free service PCM’s for when
you run out of minutes.

PCM messages have a strict

character limit leaving room
for other information.

Can embed direct links to

other services.
1-2 million messages
going out everyday

MTN #2 operator has

donated 5% of PCM’s

Call volume has tripled to

more 5,000 / day

160,000 people have

reached out so far

We are rotating different

HIV / TB messaged and
testing incentives
“The world’s biggest field trial of
mobile health technology”
- The Economist, ‘Doctor in your Pocket’
10,000,000

120,000

1. OUTREACH 2. TESTING 3. TREATMENT

Mobile Outreach Self Testing Service Mobile Adherence

Support

Stage 2: Self Testing Service + Mobile Adherence

For the next phase of Project M, we are actively exploring a
breakthrough distributed diagnostics model: low-cost, at-home HIV
testing with mobile counseling support.
There is existing
demand for self-testing
solutions.

Self test kits are

available at many
pharmacies but cost
$18.

Healthcare workers
routinely steal them
from their clinics.

None have been

designed to appeal to
South Africans
85% of men said
they
are less likely to test.

78% of men would

prefer to test at home.
“The clinics are full of people I
know.”

“I don’t want people to

see me standing in
queues. I want it to be
private and secret.”
“I wouldn’t visit the clinic because
of the undignified way health care
workers handle the issues of
patients.”
SERVICE LAYERS

1 2 3 4 5 6
PHYSICAL COMPONENTS
PHYSICAL COMPONENTS
SIMPLE ASSEMBLY
INTERACTION DESIGN
INSTRUCTIONAL MATERIALS
USER TESTING
“We are all looking
forward to them! You
need to hurry up and
get them out, so I don’t
have to see my other
friends die.”
“It is important, and this system
can
be easy, because people are afraid,
but everyone needs to know their
status.”

“I think they would love

this kind of test. People
are so afraid to go to
the clinic. We would
like to have this test
instead.”
“You’re very late. I’ve watched so
SIMPLE ASSEMBLY
COMMUNITY ENGAGMENT

Communities can participate in assembling the kits, building

local pride and a strong sense that they can play a role in
helping themselves.
SCALABLE SOLUTION

OFF-THE-SHELF DIAGNOSTICS

1
Rapid advances in low cost diagnostic
tools that provide immediate feedback.

MODULAR PACKAGING

2
Low cost packaging that can be easily
adapted to the needs of different
markets.

3 LOCAL ASSEMBLY &

DISTRIBUTION
Active participation by the community in
assembling and distributing the solution.

4 INTEGRATED MOBILE SERVICES

Integrated mobile platform to deliver
support through ultra low cost messaging
services.
INNOVATIVE PARTNERSHIP

Picture 22
“The most ambitious patient-
centered mobile health initiative on
record.”
- Rockefeller Foundation

“The vanguard of global public

health.”
- Global Health Center, MGH
What’s missing?
What’s missing?
PERSUASIVE PROPERTIES

Private
Personal
Reciprocal
Timely
Available
Contextual
Consistent
Convenient
Trustworthy
Multimodal
Rewards
+
300% increase
In calls to National AIDS Hotline in South
Africa after launch of Project Masiluleke.
6x response
SMS stop-smoking campaign in England
(30% versus 6% response rates).
100,000 users
In first day of trial of New Zealand SMS
prescription drug education service.
450 people
Responded to a cleft palate awareness
campaign in South Africa in one month.
85% reduction
In the infant mortality rate, from 120
per
1000 to 8 per 1000, in Senegal through
an early detection mobile alert service.
1,000,000 sms
being sent by the Ministry of Health in
Saudi Arabia as part of a national
campaign against the spread of
osteoporosis.
14%
improvement
in patients' symptoms of depression
and satisfaction with their care in a
recent USA study when phone therapy
is added to
regular care.
“The key to this is how you deliver information
– which is what a diagnosis is – at the lowest
possible cost.”
George Whitesides
University Professor of Chemistry, Harvard University
Founder, Diagnostics For All
What’s Needed
- innovation partnerships
- showcase initiatives
- operator motivation
- local access / on-ramp
- government support

Our Commitment
frog is committing to one catalyst project /
year in mobile health. Currently under
consideration:
- counterfeit drugs
- depression / mood support
- social willpower app