Digital Transformation in Maternal Care: Who is a Digital Mom?

 

You have probably heard of phrases like digital literacy, digital health, digital technology, digital age and so forth, but have you heard of digital mom? Who is this digital mom and what differentiates her from any other mom? We have defined a digital mom as any woman of reproductive age (WRA) who leverages digital tools and technology, irrespective of her living conditions, to make Informed decisions including decisions on the social determinants of health and her wellbeing. 

 

In providing self-care and in particular, maternal health support to WRAs across Nigeria, especially in the low-income settings where we operate in, we have seen that women face challenges with self-efficacy due to socio-economic factors such as poor health literacy, human resources for health shortages, financial limitations etc. Consequently, many women in Nigeria experience preventable health issues that impact their maternal health outcomes. 

 

When we think of the big picture, maternal mortality remains a significant public health challenge, particularly in Nigeria. Despite significant investment, Nigeria’s maternal mortality ratio (MMR), 512 deaths per 100,000 live births remains among the highest globally highlighting an amplified need for multi-layered interventions. Factors such as limited access to quality healthcare services, insufficiently skilled birth attendants, a shortage of medical professionals, delays in seeking care, and socio-cultural barriers contribute to these high rates and hinder women's access to quality maternal care. 

 

Additionally, women in low-income communities are particularly vulnerable due to the social determinants of health. A prevalence study conducted by mDoc Healthcare, published in BMJ Open revealed that 80% of respondents earned less than 30,000 naira ($20) monthly, only 9% had health insurance, and just 34% received advice on family planning between pregnancies. These issues, exacerbated by financial constraints, limited awareness about maternal and reproductive health, and inadequate infrastructure were further highlighted in our photovoice study on "barriers to health in women of reproductive age” published in BMC Women’s Health.

 

These challenges make a compelling case for the Digital Mom Project (DMP) - a whole-system, tech-enabled model providing comprehensive support to women of reproductive age to build their physical, emotional, and financial well-being, leveraging healthcare training, service delivery, technology, and patient education, focusing on whole-system improvements.

 

And so, with funding support from MSD for Mothers, mDoc is harnessing the power of technology to create a seamless and accessible support system for mothers. With a user-friendly digital platform (mobile and web), CompleteHealthTM, mothers can access a variety of resources, from health tips and round-the-clock virtual consultations with human health coaches and KEM, our AI chatbot. 

 

Yes, an AI-powered chatbot, trained to provide safe, accurate, empathetic and personalized responses to women’s healthcare questions from the comfort of their home. Whether it's prenatal care, postpartum support, or general health inquiries in English or Pidgin language, our digital (AI-enabled) support ensures that mothers have access to timely and relevant information.  This digital intervention ensures that mothers have the tools they need right at their fingertips, promoting a holistic approach to maternal wellness.

 

A woman is captured chatting with Kem. Photo by Oluwaseyi Malumi

 

Health Is Wealth

We understand that a mother's well-being is crucial for the well-being of the entire family and so do our Digital Moms. The DMP goes beyond routine healthcare services, offering personalized health plans, tele-education sessions designed for healthcare workers, and mental health support tailored to the unique needs of mothers. mDoc strives to create a holistic approach to healthcare, recognizing that physical and mental health are interconnected and essential for overall well-being and productivity.

 

In-Person Support: Bridging the Digital Divide

While the digital aspect of the DMP is crucial for accessibility, at mDoc Healthcare, we understand the importance of human connection. The project incorporates frequent in-person support to bridge the gap between the digital world and the real-life experiences of mothers. This includes community engagement activities that foster a sense of belonging and shared experiences among mothers. 

 

At these community outreaches held across Lagos, Abuja FCT, and Ekiti states, our team engages these women of reproductive age by providing in-person coaching support and complimentary health metric checks, including BMI, blood pressure, and blood sugar assessments. From our engagement so far, we have found that 19% of the women we encounter present with elevated blood pressure readings with about 88% of them undiagnosed and so while we do not diagnose, our dedicated team takes the opportunity to offer valuable guidance. This guidance includes referrals for follow-up care and virtual consultations facilitated by CompletehealthTM and NaviHealth.aiTM – our comprehensive healthcare platforms designed to equip the efficacy and health-seeking behaviour of the women. 

 

Through these interventions, we strive to empower women with the knowledge and resources they need to take charge of their health. Whether it's offering face-to-face advice during community visits or virtually guiding them through our digital platforms, mDoc Healthcare remains committed to ensuring that every woman receives the support necessary to make informed decisions about their well-being.

 

Outreach at Yaba Market. Photo by Oluwaseyi Malumi

 

Conclusion:

In conclusion, the digital mom is redefining maternal care, empowering women to take control of their health and wellbeing through digital tools and technology. By leveraging integrated digital, financial and health support and resources, women can overcome socio-economic barriers and make informed decisions about their care. As we continue to navigate the digital age, it is essential that we prioritize the needs of women, particularly in low-income settings, and ensure that they have access to the digital resources and support they need to thrive. By doing so, we can work towards a future where every woman has the opportunity to experience optimal maternal health outcomes, regardless of their background or circumstances.

Written by: Anjola Ajayi, Elisabeth Ezekiel