jeff lee cdc conference
DESCRIPTION
Jeff Lee (Distributive Networks) presentation at CDC Atlanta (8/13/09)TRANSCRIPT
![Page 1: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/1.jpg)
Building Relationships Via MobilePrepared for
The National Conference on Health Communication, Marketing and Media August 2009 – Presented by Jeff Lee, President, Distributive Networks
![Page 2: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/2.jpg)
280,000,000Mobile Subscribers in USA
Source: CTIA
![Page 3: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/3.jpg)
Mobile offers superior engagement
19 hours # of hours per day the average person has their mobile phone within arm’s reach (Nielsen)
20 % Percentage of US households that do not have a landline (CTIA/CDC)
90-100% Estimated ‘open rate’ of text messages (Luth)
15 minutes Average response time to the receipt of a text message (Experian)
357 texts v. 204 calls The average monthly number of text messages sent/received vrs. the average monthly number of phone calls made/received. (Nielsen)
![Page 4: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/4.jpg)
Mobile is unique from other media channels
• Ubiquity: Mobile messaging is affordable for end users, and nearly
everyone has and uses a mobile phone on a daily basis.
• Interactivity: Mobile messaging allows for interactive two-way
communication, providing instant gratification and enabling personal relationship-building.
• Immediacy: Mobile messages have the highest chance of reaching a recipient wherever they
are, and within moments of being sent.
• Impact: Mobile communications spur recipients to act, whether to purchase a product, make
a donation, attend an event, share information with a friend, or any other call to action.
• Intimacy: A person’s mobile device is ultimately portable and often perceived as an extension
of one’s personality.
![Page 5: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/5.jpg)
Yours says something about you
![Page 6: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/6.jpg)
Go where the users areVi
deo Ap
ps
Audi
o/Im
ages
Web
Voic
e (IV
R)
Text
Content Format
Ado
ptio
n
Blue
toot
hBa
rcod
e Sc
anAp
plic
atio
nC
arrie
r Por
tal
Web
Text
Call to Action
Ado
ptio
n
![Page 7: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/7.jpg)
Monthly inbound/outbound Calls Monthly inbound/outbound Texts
Source: Nielsen
Universal SMS Usage on the Rise
![Page 8: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/8.jpg)
Mobile Web Usage
Source: Nielsen – Feb 2009
![Page 9: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/9.jpg)
More than just a phone
TXT
![Page 10: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/10.jpg)
Mobile integrates easily
TV
MEDIA
EVENTS PRINT
WEB
RADIO
![Page 11: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/11.jpg)
Challenge
Unique challenges of Tuberculosis medicine regimen
• Significant side effects of TB meds
• Requires 6 months of sustained medication
• Incomplete medication course can result in drug resistant TB strain
• Typical Compliance is ensured via direct health care provider
involvement (health worker absenteeism > 40%)
Interesting Health-related opportunities
Solution – X out TB
•Patients receive urinalysis strips, each containing printed numbers
and embedded chemicals that react to urine containing TB meds
•Patients send a daily SMS with their code demonstrating ongoing
compliance.
•Compliant patients are rewarded with free airtime
Results
•Nicaragua pilot proved successful. Currently
deployed in Nicaragua, Pakistan, United States
• X out TB costs 45% of the cost of health
worker monitoring
![Page 12: Jeff Lee CDC Conference](https://reader033.vdocuments.site/reader033/viewer/2022052908/559629061a28ab865a8b4780/html5/thumbnails/12.jpg)
General thoughts on strategy
Start Learning Early
Simple solutions map best to existing user behavior
Smart Incentives drive opt-ins
Don’t underestimate the data collection opportunities