MomConnect — Early Years Starter Kit

Overview

A South African National Department of Health initiative, MomConnect delivers stage-based, informative messages through a WhatsApp-based chatbot to new mothers from pregnancy through the child’s second birthday. In areas with low bandwidth, users can also opt to receive messages over SMS. These messages, based on the Department of Health’s Road to Health booklet, provide advice on improving mothers’ own health and well-being as well as on supporting all aspects of child development.

The tool also provides need-based support through a virtual text-based helpdesk and a browsable library of informational content. Currently available in 11 regional languages to enable greater accessibility, MomConnect currently reaches 60% of all pregnant women attending a public health facility in South Africa.

Active since 2014

Developer Reach Digital Health

How it works

MomConnect provides new and expectant mothers information on caring for themselves and their child. The tool delivers messages on themes including maternal and child health and nutrition, maternal mental health and well-being, responsive caregiving, early stimulation, and protection from harm.

Users receive weekly scheduled messages based on the stage of their pregnancy or age of their child. These messages also have links to external resources and referrals to other service providers for additional support. MomConnect also provides specific need-based messages to support women at risk of hypertension and messages on prevention of mother to child transmission (PMTCT) to women living with HIV twice a week.

A 24/7 interactive, virtual, text based helpdesk managed by staff at the Department of Health is also available to respond to any questions. The helpdesk has different levels of operators to answer incoming questions:

Generic frequently asked questions (FAQs) are addressed by administrative operators with the help of a pre-prepared template of standard responses
More medically complex questions are addressed by qualified medical practitioners who can provide personalized responses and support

Users can also access a whole library of relevant content and resources through the chatbot menu, and receive reminders about upcoming doctor appointments. In addition to messages for mothers, MomConnect also delivers messages to the ‘supporter’ (e.g., father, relative, friend) nominated by the mother two months before she gives birth. These weekly messages focus on how the supporter can help the mother immediately before and three months post childbirth (e.g., doctor visits, encouragement to breastfeed).

Through the tool, eligible users can also receive vouchers and grants. During COVID, this feature was used to provide redeemable voucher codes to users eligible for cash transfers.

In the future, MomConnect plans to develop targeted messages for other maternal health risks like gestational diabetes. In addition, to improve the response time of the helpdesk, the chatbot will provide automated responses to FAQs.

Reach and relevance

Users
4,540,000
As of March 2023.
Country of origin
- South Africa
Active countries
South Africa
Language
Dissemination strategy
Recruitment of new users is driven through public health care centers across South Africa. When pregnant women visit the center for their first antenatal visit, the attending nurse shares information about MomConnect, collects relevant details, gets her consent for receiving messages, and signs her up for the service. A MomConnect focal person in every province ensures that the public health centers in the province have the most updated information and required resources to recruit new mothers. Once a new user is recruited, they are onboarded over Whatsapp with information on what to expect from MomConnect and how to navigate the various features of the platform.

Technology and access

To access MomConnect through the Whatsapp chatbot, users need access to a smartphone with internet connectivity. In areas with low technology access, users can opt to receive MomConnect messages over SMS and require a basic phone with cellular service. While MomConnect is offered free of charge, those accessing the tool through SMS might be charged by their service providers to send messages.

Connectivity requirements
- Cellular service
- Internet connectivity / mobile data
Device types
- Basic mobile/Feature phone
- Smartphone
Cost model
- Free The tool is available at no charge to the user.

Measurement

MomConnect has a team of research data scientists both within Reach Digital Health and the South African Department of Health who collect and analyze a wide range of data sources to monitor the progress and evaluate the impact of the tool. The tool collects clinical data that is stored in the South African Department of Health’s database as well as day-to-day operational data (e.g., number of users, numbers of messages delivered and read). User feedback and experience is also collected through short surveys in the chatbot, the helpdesk, and focus groups and interviews. In addition, different studies including randomized control trials are conducted to understand the impact of the tool. A user evaluation of MomConnect found that the service was well received by users who found the content useful in managing their pregnancy and also shared the messages with their partners and friends. A list of published papers on MomConnect can be found here.

Partnerships

MomConnect is primarily funded by Johnson and Johnson Foundation and ELMA Philanthropies. The Department of Health also provides some funding and is a key partner in supporting the content development for and implementation of the tool. The Baby Center also provided content for messages on mothers’ mental health and well-being.

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