mex: robert fabricant - the next billion customers are already here - 19th/20th may 2009

8/14/2019 MEX: Robert Fabricant - The next billion customers are already here - 19th/20th May 2009

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mobile mandateMEX 2009


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mobile user experience?


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1. OUTREACH 2. TESTING 3. TREATMENT

40%4,000,00

0People estimatedHIV infected in KZN.

10%400,000HIV positivepeople who willdevelop AIDSeach year.

5%500,000People who havebeen tested andknow their status(cumulative)

2%200,000People currentlyin treatment. 40%default in 2 years.

120,000

10,000,000

1%120,00

0People still intreatment aftertwo years.


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40%4,000,00

0People estimatedHIV infected in KZN.

10%400,000HIV positivepeople who willdevelop AIDSeach year.

5%500,000People who havebeen tested andknow their status.(cumulative)

2%200,000People currentlyin treatment. 40%default in 2 years.

120,000

10,000,000

1%120,00

0People still intreatment aftertwo years.


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120,000

10,000,000

Self Testing Service Mobile AdherenceSupport

Mobile Outreach


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120,000

10,000,000


Mobile Outreach

Stage 1: Mobile OutreachIn October 2008 we launched a service to deliverinformation on HIV / TB to the broadest population at thelowest possible cost using mobile technologies.


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80-90% of SouthAfricans have access toa mobile.

90% of population uses pre-paid calling plans.

Operators have developed afree service PCMs for whenyou run out of minutes.

PCM messages have a strict

character limit leaving roomfor other information.

Can embed direct links toother services.


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1-2 million messagesgoing out everyday

MTN #2 operator hasdonated 5% of PCMs

Call volume has tripled to

more 5,000 / day

160,000 people havereached out so far

We are rotating differentHIV / TB messaged andtesting incentives


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The worlds biggest field trial of

mobile health technology

- The Economist, Doctor in your Pocket


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120,000

10,000,000


Mobile Outreach

Stage 2: Self Testing Service + Mobile AdherenceFor the next phase of Project M, we are actively exploring abreakthrough distributed diagnostics model: low-cost, at-home HIVtesting with mobile counseling support.


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There is existingdemand for self-testing

solutions.

Self test kits areavailable at many

pharmacies but cost$18.

Healthcare workersroutinely steal themfrom their clinics.

None have beendesigned to appeal to

South Africans


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85% of men saidthey

are less likely to test.

78% of men wouldprefer to test at home.

The clinics are full of people Iknow.

I dont want people tosee me standing in

queues. I want it to beprivate and secret.

I wouldnt visit the clinic becauseof the undignified way health careworkers handle the issues of

patients.


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SERVICE LAYERS

1 2 3 4 5 6


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PHYSICAL COMPONENTS


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PHYSICAL COMPONENTS


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SIMPLE ASSEMBLY


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INTERACTION DESIGN


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INSTRUCTIONAL MATERIALS


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USER TESTING


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We are all lookingforward to them! Youneed to hurry up and

get them out, so I donthave to see my otherfriends die.

It is important, and this systemcanbe easy, because people are afraid,but everyone needs to know theirstatus.

I think they would lovethis kind of test. Peopleare so afraid to go tothe clinic. We wouldlike to have this testinstead.

Youre very late. Ive watched so


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SIMPLE ASSEMBLY


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Communities can participate in assembling the kits, buildinglocal pride and a strong sense that they can play a role inhelping themselves.

COMMUNITY ENGAGMENT


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OFF-THE-SHELF DIAGNOSTICSRapid advances in low cost diagnostictools that provide immediate feedback.

MODULAR PACKAGINGLow cost packaging that can be easilyadapted to the needs of different

markets.

LOCAL ASSEMBLY &DISTRIBUTIONActive participation by the community inassembling and distributing the solution.

INTEGRATED MOBILE SERVICESIntegrated mobile platform to deliversupport through ultra low cost messagingservices.

1

23

4

SCALABLE SOLUTION

O S


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Picture22

INNOVATIVE PARTNERSHIP


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The most ambitious patient-centered mobile health initiative on

record.- Rockefeller Foundation

The vanguard of global public

health.- Global Health Center, MGH


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Whats missing?


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Whats missing?


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PERSUASIVE PROPERTIES

PrivatePersonal

ReciprocalTimelyAvailable

ContextualConsistentConvenient

Trustworthy

MultimodalRewards


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85% reductionIn the infant mortality rate, from 120per1000 to 8 per 1000, in Senegal throughan early detection mobile alert service.

1,000,000 smsbeing sent by the Ministry of Health inSaudi Arabiaas part of a nationalcampaign against the spread ofosteoporosis.

14%improvementin patients' symptoms ofdepressionand satisfaction with their care in arecent USA study when phone therapyis added toregular care.

300% increaseIn calls to National AIDS Hotline in SouthAfrica after launch of Project Masiluleke.

6x responseSMS stop-smoking campaign in England(30% versus 6% response rates).

100,000 usersIn first day of trial of New Zealand SMSprescription drug education service.

450 peopleResponded to a cleft palate awarenesscampaign in South Africa in one month.


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The key to this is how you deliver information which is what a diagnosis is at the lowest

possible cost.

George WhitesidesUniversity Professor of Chemistry, Harvard UniversityFounder, Diagnostics For All


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Whats Needed- innovation partnerships- showcase initiatives- operator motivation- local access / on-ramp- government support

Our Commitmentfrog is committing to one catalyst project /year in mobile health. Currently under

consideration:- counterfeit drugs- depression / mood support- social willpower app


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mex: robert fabricant - the next billion customers are already here - 19th/20th may 2009

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