will mhealth be accepted in india? results of a pan-india survey
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Will mHealth Be Accepted in India? Results of a Pan-India Survey
Dr. Arun RaiRegents’ Professor & Harkins ChairCenter for Process Innovation & CIS
DepartmentRobinson College of Business
Georgia State University, Atlanta, [email protected] Web site: arunrai.us
4th International Conference on Transforming Healthcare with IT 6th – 7th Sep. 2013 Hyderabad, India
Dr. K. GanapathyPresident, Apollo Telemedicine
Networking FoundationChennai, India
[email protected] site: www.kganapathy.com
Liwei Chen & Jessica PyeDoctoral Students
Center for Process InnovationRobinson College of Business
Georgia State University, Atlanta, [email protected] & [email protected]
Study MotivationAmritya SenNobel Laureate, Economics, 1998Bharat Ratna, 1999 Quality of life is linked to citizens’ capability to use resources to function effectively
Realizing the transformative potential of mHealth in India hinges on acceptance & use
“Basic” (mobile) internet access needs to be a human right given its pivotal role to effective living
Marc ZuckerbergCEO, Facebook
Study Objectives
1. Willingness?
2. Awareness?
4. Disparities?3.
Use?
5. IMPLICATIONS? Designing Solutions Building Awareness Promoting Use
Procedures
Questionnaire developed by ATNF and GSU Pilot testing and refinement Trained volunteers from Apollo Nursing Colleges for
multilingual field survey administration Stratified sampling across demographics & location Pan-India Survey (Oct 2012 - April 2013) 1886 valid responses
Sample Characteristics (I)
Age18-22 31%23-30 30%31-40 18%41-50 11%51-60 6%over 61 4%
GenderFemale 52%Male 48%
Income/month ≤ RS 5,000 20%> RS 5,001 & ≤ RS 15,000 26%> RS 15,001 & ≤ RS 30,000 17%> RS 30,001 14%
EducationBelow secondary school 10%Secondary School (6-12 std) 28%College Graduate 31% Master’s degree and higher 31%
LocationUrban 69%Rural 31%
Sample Characteristics (II)• Health perceptions Healthy: 65% Moderate/Unhealthy: 35%
• Healthcare checkup No health checkup in last year: 54% No health checkup in last 5 years: 30%
Share mobile: 57%
BASIC SMARTURBAN 54% 46%RURAL 78% 22%
Behavioral Intention to Use mHealth:Equal Enthusiasm Among Urbanites and Ruralites
0%
10%
20%
30%
40%
50%
60%
Urban Rural
14% 18%27% 25%
55% 55%LO
W
LOW
NEU
TRAL
NEU
TRAL
N=1271 N=573
0%
10%
20%
30%
40%
50%
60%
Urban Rural
28%
51%44%
31%28%
17%
mHealth Awareness & Use: The Urban-Rural Divide
N=1271 N=573
USE
RS
USE
RS
UN
AWAR
E
UN
AWAR
E
AWAR
E
AWAR
E
#2. C
ON
VERS
ION
#3. AWARENESS
5%22%7%
24%
94% 94% 84%
52%
0%
20%
40%
60%
80%
100%
Urban Rural Urban Rural
Phone calls Text messagesMissing Data Not Aware Aware Non-User User
Awareness and Use: The (Three) SMS Urban-Rural Divides
#1. USE
#2. AWARENESS
#4. A
WAR
ENES
S
24%53%
21%53%
28%
25%
21%
24%42%
17%
51%
19%
0%10%20%30%40%50%60%70%80%90%
100%
Urban Rural Urban Rural
Emails InternetMissing Data Not Aware Aware Non-User User
Awareness and Use: The (Four) Urban-Rural “Internet Mobility” Divides
#3. USE #1. USE
Leading Disparities of URBAN Relative to RURAL
Education (>= College) 2 : 1
Individual income (> 15 K) 3 : 1
SMS use 1.6 : 1
Smart device ownership 2.1 : 1
Mobile internet use 2.7 : 1
Health checkup at least in last 5 years 1.07 : 1
Proximity to primary care (<3km) 1.02 : 1
Proximity to specialized care (<10km) 1.13 : 1
Socio-economic
MobileAccess & Utilization
Healthcare Access& Utilization
Leading Disparities of AWARE Relative to UNAWARE
Education (>=College) 1.5 : 1
Individual income (>15K) 1.85 : 1
SMS Use 1.45 : 1
Smart device ownership 1.98 : 1
Mobile internet use 1.41 : 1
Health checkup in last one year 1.07 : 1
Proximity – primary care (<3km) 1.1 : 1
Proximity-specialized care (<10 km) 1.19 : 1
Socio-economic
MobileAccess & Utilization
Healthcare Access& Utilization
Leading Disparities of USERS Relative to AWARE
Education (>= College) 1.25 : 1
Individual income 1:13 : 1
SMS use 1.04 : 1
Smart device ownership 1.25 : 1
Mobile internet use 1.52 : 1
Health checkup in last one year 1.14 : 1
Proximity – primary care (< 3km)* 0.95 : 1
Proximity-specialized care (<10 km)* 0.93 : 1
Socio-economic
MobileAccess & Utilization
Healthcare Access& Utilization
IMPLICATIONS? Designing Solutions Building Awareness Promoting Use
Designing Solutions & Building Awareness: Key Segmentation Criteria
3. Preventive Disposition to Health?
2.
1.Advantaged
ORDisadvantaged?
Promoting mHealth Use: Key Levers Across Segments
1. SELF-EFFICACY
2.
ELECTRONIC MEDIUM FORHEALTHCARE
SERVICES
IN3.
Willingness: Uniformly high across
urbanites & ruralites
Build Awareness: Tailor strategies to
segments—advantaged vs. disadvantaged; male vs.
female; prevention
Disparities: Socio-economic Basic/Internet Mobility Healthcare
access/utilization
Develop Use:Promote Trust, Self-efficacy &Empowerment
4th International Conference on Transforming Healthcare with IT 6th – 7th Sept. 2013 Hyderabad, India
Acknowledgements• Apollo Hospitals Educational & Research Foundation, India• Principal, Apollo Institute of Nursing, Gandhi Nagar, Gujarat, India• Principal, Apollo College of Nursing, Hyderabad, Andhra Pradesh, India• Principal, Apollo College of Nursing, Chennai, Tamil Nadu, India• Principal, Apollo College of Nursing, Aragonda, Andhra Pradesh, India• Principal, Apollo College of Nursing, Bilaspur, Chattisgarh, India• Principal, Madurai Apollo College of Nursing, Madurai, Tamil Nadu, India• Principal, Apollo School of Nursing, New Delhi, India• Principal, Apollo Gleneagles Nursing College, Kolkata, West Bengal, India• Ms. Geethanjali, Project Coordinator, ATNF, Chennai, Tamil Nadu, India• Staff of Apollo Telemedicine Networking Foundation, Chennai, India
4th International Conference on Transforming Healthcare with IT 6th – 7th Sept. 2013 Hyderabad, India
Dr. Arun [email protected]
Web site: arunrai.us
Dr. K. [email protected]
Web site: kganapathy.com
Comments and
reactions welcome!
Will m-Health Be Accepted in India? Results of a Pan-India Health Survey