Bedsider: What Really Works When Mobile is Part of a Multi-touchpoint Ecosystem
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This presentation, Re-Branding Birth Control, What Really Works When Mobile is Part of a Multi-touchpoint Ecosystem , was delivered at the Mobile Health 2011 conference on May 4 - 5, 2011.
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Bedsider: What Really Works When Mobile is Part of a Multi-touchpoint Ecosystem
- 1. Bedsider: Re-branding Birth Control What Really Works When Mobile is Part of a Multi-touchpoint Ecosystem Mobile Health 2011 Lawrence Swiader, The National Campaign to Prevent Teen and Unplanned Pregnancy The National Campaign to Prevent Teen and Unplanned Pregnancy
- 2. What the %$#& is going on out there? The National Campaign to Prevent Teen and Unplanned Pregnancy
- 3. We looked to reduce unplanned pregnancy. We came back with stories about better sex. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 4. Tone Fail. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 5. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 6. Sex isn't science. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 7. The birth of Bedsider. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 8. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 9. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 10. It hadwebsite, a YouTube page, social media, TV, to be a system. Bedsider is: a UGC, a loyalty program, contests, print products, Frisky Fridays emails, health care provider training, and a health care provider sales force. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 11. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 12. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 13. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 14. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 15. What doesn’t were not Stressing mobile networks that work. set up for fail-proof delivery. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 16. What does work. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 17. Results. ! The National Campaign to Prevent Teen and Unplanned Pregnancy
- 18. Results. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 19. Results. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 20. Results. The National Campaign to Prevent Teen and Unplanned Pregnancy
- 21. Thank you. Larry Swiader lswiader@thenc.org 202-478-8574 Twitter: @lawrenceswiader The National Campaign to Prevent Teen and Unplanned Pregnancy
Hinweis der Redaktion
- Good afternoon. I’m so happy to be here.\n\nI’m LS, and I’m the Senior Director of Digital Media at The NC and if you thought this would be the sex part of the panel, well, you’re right! In fact, we’ll be talking about better sex. And this comes as a surprise to me too. But I’m jumping ahead.\n\nBefore we get to better sex, let’s first talk about what the bleep is going on out there...\n
- The United States has a significant problem with unplanned pregnancy, especially among young single people in their 20s. Seven in ten pregnancies to single women aged 18 to 29 are unplanned. 7 in 10!\n\nThis is the case even though--according to a report called the Fog Zone--most people think pregnancies should be planned\nAND\nMost people also say it’s important to them to avoid pregnancy in their lives right now\nBUT\nAmong those having sex and not trying to get pregnant:\n19% use no contraception at all and 24% use it inconsistently. [Intentions don’t match behavior]\nAND\nAmong those who say it’s very important to avoid pregnancy now, 34% say it’s likely they’ll have unprotected sex in near future\n\n\n
- With this as the landscape The National Campaign in the late summer of 2008 with the help of the innovation and design firm, IDEO, started to look closely at the reasons that people weren’t getting BC right so we could reduce the number of unplanned pregnancies. What were the reasons--beyond cost and access to BC--for the failure? \n\nWe went looking to reduce unplanned pregnancy; but we came back with stories about better sex.\n
- The task of reducing unplanned preg is a pretty daunting problem. How do you change the behavior in the face of one of the most powerful biological urges on the planet? \n\nWe started by taking a look at what's what’s out there now. And the state of sexual health and behavior change is not pretty. What does this any of this have to do with sex? The answer is: Not very much at all.\n\n[Why do the people with vaginitis look so happy?]\n
- This is a web site to help women find Emergency Contraception. Instead, it looks like she's searching for a lower rate on car insurance? And it’s BEIGE--not the color of sex.\n
- The problem is sex isn't science, but we keep attacking the issue with squeaky clean, very de-sexualized logic. Sex is emotional. It’s carnal. It’s intense. It’s funny. Yet none of these things are reflected in the tone of the work that’s out there.\n\nWe quickly realized we needed to create design solutions that matched the subject matter and we needed to adopt a tone that wouldn’t be so easy to dismiss. And we realized that our product wasn’t birth control; it was a better sex life and lifestyle with birth control.\n
- With Bedsider, we’ve tried to address the real issues and hurdles that women face at every stage, and give them tools they can actually use to stick with their plans to not get pregnant before they’re ready. Part of it is education, for sure. But it’s education in a voice that makes sense and comes from the POV of the women we’re speaking to—they’re not really interested in birth control, they’re interested in having better sex. Every touch point we created—and continue to create as the system evolves—keeps this in mind.\n\n
- Here’s one view of the Bedsider home page. Looks and sounds a lot different than everything else that’s out there. \n\nYou can see at the bottom, kind of cut off, the link to real stories, where you can compare methods by watching videos of real women, telling both the good and the bad. So you’re able to choose a method by identifying with a real person, not a medical object.\n
- Speaking of medical objects, this is a shot of the method explorer. Our goal was to demystify the objects. What does a cervical cap look like? Nobody actually knows! Size comparisons. Tactile, roll over. Different ways to compare. Like party ready (where you can sort by methods that allow you to drink and forget it, nothing to fumble with), STI prevention, or “Do me now”: hot sex any, time anywhere. (No worry about heat of the moment.)\n
- But Bedsider is more than a website; it’s an entire system. We knew we couldn’t just design messaging to raise awareness, or give people better tools to remember to take their BC—we had to create a system that would support women every step of the way—when and where people were ready for it. \n\n
- Here are some of our other touch points. A new iPhone app, iCondom--a bit of procedural learning that’s fun.\n
- Our Frisky Fridays emails--once a week emails that goes out to an audience of about 40,000.\n
- A widget that helps you discover whether you qualify for free birth control that is also available on mobile.\n\nMost who qualify for free birth control don’t know it.\nWidget determines qualification based on location & salary.\nResult is always clinics near you that you can call right now.\n
- Mobile is an important part of the system. This is an example of an SMS birth control reminder. This isn’t a message from a robot. It’s a human voice, with a point of view, and it changes every day so it’s not easy to dismiss. It’s relevant to your life instead of being medical. It’s both motivational and a prompt to take your pill.\n\nWe all usually tune out alarms. Just turn it off.\nThis turned out to be viral. [Anecdote about women who want to answer/interact with messages. Read another message from your phone.] And this is how many women experience Bedsider most often. 33% of BC users use the pill. \n\nMobile offers an alternative to brochures and kiosks in the clinic space. We have a toll-free number in English and Spanish with information about BC delivered in a tone of you best friend. It’s always on, tailored info with anytime touches at relatively low cost. How much would it cost via any other medium to deliver that info? More! Story about teens liking mobile, but not written for them.\n\n
- This is an opportunity to talk about what doesn’t work.\n\nThe challenge we have run into is that mobile networks are not set up for fail-proof delivery. Put another way: there is high tolerance for dropped messages. [We, on the other hand, have a higher tolerance for the website going down because many people have a daily experience of Bedsider through mobile.] Also, individual carriers have their own bottle necks and rules. \n\nBut we want reminders to arrive on time! It’s a constant challenge. [importance of reminders arriving on time]\n
- We have been running a pilot evaluation with three Planned Parenthood clinics in South Florida. Starting last June we recruited 750 women with whom we’ll follow up four time over the course of a year.\n\nAt this point in the evaluation, we’ve heard both from the clinic staff who introduced Bedsider to patients and from the patients themselves at one and three-month follow-ups. By the way, iPads delivered to clinic staff to introduce Bedsider was a key element in generating excitement.\n\n
- And here are some of the evaluation results from the participants themselves--users of Bedsider.\n\nBreakup by race/ethnicity.\n\nWhat drives use--the people who use it most do so because they think it’s fun; second most--good information.\n
- Here, you see which parts of Bedsider people use most-- reminders near the top--we now have 40,000 women receiving a weekly Fact or Fiction email--real stories are videos that can be viewed in a number of places. We are experimenting now with MMS as a way of motivating women to use better methods like the IUD.\n\nAnd their beliefs about Bedsider’s affect on their own lives: 80% say that they try harder to avoid unprotected sex and 82% that they are more careful with their birth control method\n\nNon-users of Bedsider were worse at keeping their appointments (also aided by reminders). And users of Bedsider show a knowledge gain of 6% compared to non-users.\n
- Women with more ways to access the internet were significantly more likely to use Bedsider than those with fewer access methods. Those who used Bedsider had 3.0 ways while those who did not had 2.6 ways. \n\nOne of the concerns we had starting the pilot was whether the cost of text messaging would deter women from accessing Bedsider via mobile devices. This hasn’t panned out. Most women in the pilot have unlimited plans.\n
- This graph hints at the total lack of feedback in using BC. What happens when you get BC right? That’s right: nothin’. This is a BIG challenge--one that’s not faced by some other issues like weight loss. How might we build in systems of feedback?\n\nLarry: Without feedback, it’s harder to stick with it. In the next few months we will be working on instituting rewards for getting it right--that “way to go” when you have done what you said you wanted to do and stayed on your birth control. And as your needs change over time Bedsider is by your side. But there may be other ways to give feedback: birth control that talks to you, enchanted objects that inform you of your most fertile days, or the number of sperm killed.\n\nThe graph on the rights shows level of participant knowledge may be related to where information is received. Women who reported school as a source of information on birth control were the most likely to use Bedsider with those who used magazines a close second. As we prepare for a national PSA campaign with the Ad Council later this year, this graph suggests that we also need to have many touch points in our promotion. One last touch point: here’s an example of a Fact or Fiction video found on the website, on YouTube, and on many college TV stations running as a PSA...\n
- ...for an effect like this.\n\n\n
- Thank you.\n