Role of Information and Communication Technologies in Accelerating the Adoption of Healthy Behaviors

Background: By November 2009 there were 543 million phone subscribers (landline and mobile) in India, and the overall telephone density was 46 percent. The ownership of mobile phones among rural women and men aged 15-34 in rural UP is around 9 percent and 50 percent, respectively. The increased penetration and use of ICTs presents unprecedented opportunities to communicate with rural audiences, and may soon be the largest communication media in rural India. Objectives: Abt Associates, a member of the Population Council-led consortium, conducted a study in 2009 with the following objectives: (a) to assess the status of ICT use in the health sector, (b) to understand the application of existing and emerging ICTs that have the potential to rapidly accelerate the adoption family health behaviors, (c) to determine how emerging technologies can be used in a behavior communication strategy (BCC) and the delivery of services for improving family health outcomes. Methods: Data were collected using three methods – a literature review, 26 key informant interviews and consultations with domain experts. The literature review identified some 130 intervention studies based on scientific research designs and appropriate data analysis that provide evidence of the effectiveness of ICTs in health behavior communication. Grey literature provided information on the feasibility, challenges and uses of ICT in developing countries. Key informant interviews with experts in India focused on the acceptance, feasibility and potential use of ICTs in India. Results: In the program management area, HMIS and ICT-enabled data collection have proven to be effective in improving monitoring and supervision. Further research is required include testing the accuracy and effectiveness of data collection using mobile technology among frontline health workers and its use in communicating with their supervisors, establishing and testing an HMIS that could remind providers about visits to beneficiaries, sending voice call reminders to end-users and using video applications to build the capacity of frontline workers during their monthly/bi-monthly visits to the PHC. Conclusion: The review has explored the efficacy of multiple interaction systems over one-off behavioral messages. Evidence suggests that multiple interaction systems are far more effective than single interaction systems and need to be incorporated into BCC strategies. Such systems can be developed and implemented in northern India