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CycleTel™: Where are we now?

CycleTel™: Where are we now?. 26 April 2012 Meredith Puleio, IRH/Georgetown mHealth Working Group Meeting. Q: Can we leverage the growing telecom industry and ubiquity of mobile phones to expand access to and address unmet need for family planning in India? .

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CycleTel™: Where are we now?

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  1. CycleTel™: Where are we now? 26 April 2012 Meredith Puleio, IRH/Georgetown mHealth Working Group Meeting

  2. Q: Can we leverage the growing telecom industry and ubiquity of mobile phones to expand access to and address unmet need for family planning in India?

  3. A: Research on CycleTel suggests “yes.” But research, strategic planning, and partnerships are key. … And “begin with the end in mind”!

  4. CycleTel™Family Planning on the Mobile Phone • What? • A mobile health service that uses text messaging to facilitate use of SDM • Unique: Goes beyond unidirectional provision of health information • How? • Alerts woman of her fertile days via SMS during each menstrual cycle • Requires a woman to send in the start date of her period each cycle • Where? • Tested and built in India

  5. Model: Formative Research to Scale Planned 2012 Planned 2012 Jan-Feb ‘12 Jul ‘11-Jan ‘12 TECHNOLOGY DEVELOPMENT & ITERATION PARTNERSHIPS Sep ’09 – Jul ‘11

  6. Automated Testing Results What did users like most about CycleTel (n=653)? As a family planning method… As a mobile health service… Methodology: 715 users recruited; 197 follow up interviews; 653 exit interviews and 131 male exit interviews conducted

  7. How do we scale-up CycleTel and reach sustainability? • We worked with a management consulting firm to develop a business plan and go-to-market strategy for CycleTel. The process helped us understand the inputs (target market size, go-to-market strategies, prospective partners, financing, etc.) needed for CycleTel to be a sustainable venture at scale by 2017. • The analysis was based on: • Pilot results • Interviews with industry experts • Secondary data sources • Rigorous financial analysis

  8. Business Plan: Steps and Key Questions

  9. Business Plan: 3 Key Findings Several capable aggregators with mHealth focus keen to partner with IRH on CycleTel. In the India context, it is more attractive to work with aggregators than telcos. Need to reach critical mass of users (100-200K) before attracting other donors. Anchor funding is required to reach that critical mass. Success would require investment in broad based promotion via mix of channels. High engagement approaches (face to face) early on are key to attract customers.

  10. “How can CycleTel be made available to women at the Bottom of Pyramid considering their low literacy level?”

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