TY  - JOUR
PY  - 2018//
TI  - Enrolling underserved women in mHealth programs: results from Text4baby outreach campaigns
JO  - Health promotion practice
A1  - Bushar, Jessica A.
A1  - Fishman, Jodie
A1  - Garfinkel, Danielle
A1  - Pirretti, Amy
SP  - 1524839918763589
EP  - 1524839918763589
VL  - ePub
IS  - ePub
N2  - Public health practitioners have increasingly leveraged technology-based communication to get health information into the hands of hard-to-reach populations; however, best practices for outreach and enrollment into mobile health (mHealth) programs are lacking. This article describes enrollment results from campaigns focused on enrolling underserved pregnant women and mothers in Text4baby-a free, mHealth service-to inform outreach strategies for mHealth programs. Text4baby participants receive health and safety information, interactive surveys, alerts, and appointment reminders through at least three weekly texts and a free app-timed to users' due date or babies' birth date. Text4baby worked with partners to implement national, state, and community-based enrollment campaigns. Descriptive statistics were used to compare baseline enrollment prior to a campaign with enrollment during a campaign to generate enrollment estimates. Enrollment rates were calculated for campaigns for which the number targeted/reached was available. National television campaigns resulted in more than 10,000 estimated enrollments. Campaigns that were integrated with an existing program and text-based recruitment had the highest enrollment rates, ranging from 7% to 24%. Facebook advertisements and traditional media targeting providers and consumers were least effective. mHealth programs should consider text-based recruitment and outreach via existing programs; additional research is needed on return on investment for different outreach strategies and on the effectiveness of different outreach strategies at reaching and enrolling specific target populations.<p />  <p>Language: en</p>
LA  - en
SN  - 1524-8399
UR  - http://dx.doi.org/10.1177/1524839918763589
ID  - ref1
ER  -