Evaluating the WhatsApp-based mMitra intervention: a hybrid tech-plus-touch approach for managing maternal anemia in Mumbai, India

Varada Madge; Sakshi Tiwari; Shaoni Mukherjee; Rinu P. K.; Subhralaxmi Dwivedy; Amrita Mahale; Parina Anand; Anuja Jayaraman; Shreya Deb; Aparna Hegde

doi:10.18203/2394-6040.ijcmph20264079

Authors

Varada Madge Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Sakshi Tiwari Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Shaoni Mukherjee Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Rinu P. K. Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Subhralaxmi Dwivedy Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Amrita Mahale Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Parina Anand Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Anuja Jayaraman Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Shreya Deb Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India
Aparna Hegde Advancing Reduction in Mortality and Morbidity of Mothers, Children and Neonates (ARMMAN), New Delhi, India

DOI:

https://doi.org/10.18203/2394-6040.ijcmph20264079

Keywords:

Maternal anemia, mMitra, Tech-plus-touch, WhatsApp

Abstract

Background: Under the mMitra program, a pilot intervention was rolled out in Vasai Virar, Mumbai to understand the use of WhatsApp for delivering messages on anemia. It included health education videos, behavioral prompts, interactive quizzes, a helpline for support, and personal follow-up by community health workers (CHW). This study was a retrospective evaluation of the intervention to explore its potential role in supporting pregnant women with anemia.

Methods: Study included 287 pregnant women with hemoglobin (Hb) levels below 10 gm/dL, a gestational age of ≤30 weeks, and having received the eight-week intervention. The study descriptively measured message delivery and engagement rates, and changes in Hb levels. Feedback was collected from 64 women on recall of key messages, acceptability, and self-reported use of iron and folic acid (IFA). Institutional ethics review board approved the study.

Results: Approximately, 93.38% of women had high exposure to messages, 55.75% of the women had moderate anemia and 43.21% had mild to moderate anemia at enrollment. Total 244 women with follow-up Hb level data, 55.33% showed increase, but remained below 10 g/dL, 17.62% improved to 10-11 gm/dL, and 6.15% had anemia fully reversed. Having a personal phone was significantly associated with improved Hb levels (p=0.030). Feedback data showed 82.81% of women watched the entire videos and 73.43% made lifestyle changes related to diet and exercises.

Conclusions: The exploratory findings suggested the feasibility of a tech-plus-touch approach for managing maternal anemia, but larger studies are needed to prove its effectiveness.

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