Updated Mar 29, 2019

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A Loyalty Program to Mobilize and Sustain Maternal and Neonatal Health

Part of University of Nairobi

A Mother and Child Wellness Loyalty Card with quick response codes to track visits for prenatal care and vaccinations. Participating mothers earn rewards in the form of discounts on essential livelihood items (e.g. hybrid seed) from local vendors.

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Benson Wamalwa

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Stage 4: Transition to Scale

At the proof-of-concept stage the “Loyalty Program” supported early attendance at first antenatal care (ANC) visit, better adherence to four or more ANC visits, improved facility deliveries with a skilled attendant, and sustained postnatal contact.

Registered in Kenya.

Focus Areas:

Maternal Newborn and Child Health, Agriculture and Economic Empowerment

Maternal Newborn and Child Health, Agriculture and Economic EmpowermentSEE LESS

Implemented In:

Kenya

KenyaSEE LESS

1
Country Implemented In
13,000
Customers
30
Employee
$350,000
Funds Raised to Date
Verified Funding
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Problem

For many women in low-resource settings, the time and financial resources needed to attend antenatal care (ANC) or vaccination clinic means sacrificing family income. In the end, even if a clinic is located relatively near a woman’s house, the woman will not take advantage of the services if she does not have control over household resources. Economic disincentives are a major source of resistance to ANC attendance and child vaccination.

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Solution

Giving women/mothers an incentive to make the healthy choice. When a woman or their child shows up for their scheduled appointment, a “loyalty credit” is added to the QR barcode in their health card. Loyalty credits can be redeemed through discounts on small purchases of farm and post harvest inputs offered by local vendors or accumulated to allow families to begin true household savings. The latter enables them to make rational decisions affecting their health and their livelihood.

Target Beneficiaries

Women: Who wake up and have to make tough decisions and who need to be reached in the middle of their hardworking lives with solutions that solve their daily challenges in immediate and concrete ways. Children (less than 5 years old): Who need to be immunized against vaccine preventable illnesses to give them a real chance for a bright future. Male partners: Who are intimate partners to the mothers and need to get involved and supportive of their women and children when seeking healthcare.

Mission and Vision

Equitable and timely access to immunization and antenatal care services for all

Innovation Description

“A Loyalty Program to Mobilize and Sustain Maternal and Newborn Health” is a service (hereafter referred to as the “Loyalty Program”) that uses 2D barcodes (QR codes) to track and incentivize pregnant women attending antenatal care (ANC) with the goal of retaining them in care from as early as possible in their pregnancy (<20 weeks) to within 30 days after delivery to ensure that both mother and child have received essential postnatal care (PNC) e.g. follow-up visits and starter immunizations. When a woman or their child shows up for their scheduled vaccination appointment, a “loyalty credit” is added to the QR barcode in their health card. These Loyalty credits can be redeemed through discounts on small purchases of farm and post harvest inputs offered by our partner local vendors/businesses or accumulated to allow families to begin true household savings. The latter enables them to make rational decisions affecting their health and their livelihood.

Competitive Advantage

Our innovation rewards vaccination and antenatal care compliance by leveraging the local culture of “bargaining” (discounts) in local business transactions thus setting us apart from existing command and control approaches.

Planned Goals and Milestones

Milestone1: To reach at least 500 pregnant women and 800 unvaccinated/under-vaccinated under-5 children in the nomadic pastoralist communities with the Loyalty program services within the next 12 months. We’ll do this by diversifying and expanding our incentive portfolio to suit their context. Milestone 2: To forging new partnerships with at least two big businesses in the next 12 months.
Funding Goal250,000
New Implemented CountriesKenya
RecruitNone
New FeatureExpand the incentive portfolio to encompass a wide variety of livelihood goods.

Milestones

Mar 2019
Recognition ReceivedPENDING
Oct 2017
New Product or Service
GrainBank and VaccineLink Limited: GrainBank is a service for the Loyalty Program clients to save (store) or market their surplus farm produce and access low-cost postharvest technologies e.g. storage triple bags. VaccineLink is a front office service provided by the Loyalty Program to address issues of vaccine stock-outs by connecting mothers with the nearest fully stocked clinic. VaccineLink works to reduce immunization dropouts.
Aug 2015
New Country Implemented In
Kenya

Supporting Materials

Business-Daily-Barcodes1.pdf