A concept presentation to show as how Tele Healthcare services be a boon to Mother and Child Care, specifically in Indian context.

1. Mind is like a Parachute, it works only when it is Open………………. Dalai Lama
Mother and Child Care
Your KPO Partner in Healthcare
And HR Domain
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2. Need for Services
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3. Why Services?
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4. Prior Project Work
• Answered the fundamental question- “Whether there is a need for services or not?”
• Sharply defined the target audience in terms of demographics and psychographics.
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5. Phase-I Hypothesis Testing
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6. Process Synopsis
Hypothesis- There are areas where mothers need lot of information and assistance
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7. A Mother speaks……
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8. " I was completely lost for the first
Furzeen , Mother of 15
week after Labor about what to do
months old with the baby, Since the period of
" I need to contact somebody
for emergency, I cannot call my maternity leave is only 3 months,
doctor at 12'o clock in the I have to learn everything about
night" babycare as soon as possible
and also find a good caretaker for
her"
"Since I am working, I Nilufer, Mother of 9
"Rather than a lot of want that my husband months old
information here and should also be able to
take care of the baby "I often forget the
there I would prefer if I
sometimes when the vaccination
can find everything in
situation arises". schedule for my
one place“. Lot of sites
child and have to
create confusion so if I
take leave as the
can find all the important
clinic is far away"
information at one place
Bipasha Das, Mother of
2 months old "You go to the doctor, they
"There is a lot of information available dismiss it as "hota haih" but
but it is very general, I was looking for I believe that everybody's
specific problems sometimes closer to problem is different and the
my situation which I did not get on any symptoms are different,
sites. Google throws up a lot of sites even the sites give generic
once I search, but the content is info, each pregnancy is
borrowed or in context of some unique and the woman
European, American countries. www.openmind.in rakhi@openmind.in should feel that way" 8

9. Set of services as per the need gap identified
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10. Set of services as per the need gap identified
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11. Set of services as per the need gap identified
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12. Set of services as per the need gap identified
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13. Set of services as per the need gap identified
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14. Set of services as per the need gap identified
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15. Set of services as per the need gap identified
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16. Set of services as per the need gap identified
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17. To Summarize in Brief….
Most Information
needs start here
Pregnancy Childbirth & Infant Baby Toddler
Focus Shifts from Mother to baby
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18. To Summarize in Brief….Needs at each stage
Pregnancy Childbirth & Infant Baby Toddler
Dealing w ith Labour
Exercise routines Pains Dietary Advice Dietary Advice
Dealing w ith morning
sickness Handling the new born Dressing Handling Tantrums
Dietary planning Exercise routines Outdoors Playing
Types of childbirth Breast f eeding Weaning Saf e toys
Bottlef eeding & f ormula
Emotional support milk Playing Toilet Training
Availability of Balancing Work and
maternity clothes Introduction to solids Teething home
Getting back to
Childbirth kit Baby proof Homes w ork Finding Creches
Immunisation Schedule Balancing Work and
Health check ups and reminders home Child Psychology
Health check ups Finding Creches Talking
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19. Phase II- A service concept
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20. Mother and Child
Premium Services
A complete support service during pregnancy and motherhood. This package gives you:-
CORE SERVICE COMPONENTS
In addition to the above services,
ADD-ON SERVICES (cherry on the cake)
Service Entry Points
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21. Process Synopsis
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22. Service Prioritization
Extremely
Important
A complete list of
services
Somewhat
important
Less Important
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23. Delivery Mechanism
A complete list of
services
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24. Extremely
Important
Results…..Core Services
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25. Expert advice anytime anywhere
• More than 52% women
rated it as critical
• Women said that phone
is faster than online and
it is easy to communicate
details on phone.
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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26. Vaccination Calendar, SMS alert and development tracker
• Emerged as second most
critical service , about
67% women rated it as
extremely important
• Mothers want the SMS
alert to be supplemented
by a immunization
calendar in print + online
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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27. Diet and exercise to follow during pregnancy and
after childbirth for the women
•Many women stressed upon the
•Workshops are better as they are
•Books are good for ready
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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28. Tips for the “would be father” to help the mother
• This service is critical or
somewhat important to 88% of
the women interviewed.
• According to them men are
reluctant to read books, so for
them one time session/workshop
is the best. Tele Help when
needed will be cherry on the cake
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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29. Emotional support during pregnancy
•Among the most critical with 60%
of the women selecting it as
extremely important during
pregnancy.
•Workshops/ Counseling sessions
voted as the best way to handle
this.
•To be supplemented by online
articles.
•Tele Support can play an
important role
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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30. Summary
Rank Service Service Description Mode of Delivery
Most Preferred Supplementary
Medium Medium
1 Expert advice 24X7 helpline service Phone Online
anytime Call back by expert if the
anywhere situation demands
2 Vaccination Immunization Schedule of Phone Online
Calendar with your child maintained
SMS alert SMS alert before due date
3 Trimester 3 To tell about daily baby Workshops, Books
Workshops for care regime Phone
both parents Tips for the father
4 Counseling  handling mood swings Workshops, Online
Sessions for during pregnancy Phone
women A form to interact with
women going through same
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phase

31. Somewhat
important
Makes my life easy… Good to have
Add-on services
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32. Latest information on childbirth and baby care
• 52% of the women said though
not critical yet important .
• 69% expressed that Phone is
the best medium to access as it
is fastest.
• To be supplemented by print
for reference when cannot go
online.
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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33. Directory services
• 79% of women agreed that a
areawise list of:
Pediatricians
Gynaecologist
Maternity homes
is very important especially for first
time mothers
• “Phone is the best way to access
it”- more than 60% mothers said
this.
• Should also be available online
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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34. Information on feeding patterns introduction to
solids and allergies
• 40% of the women agreed that it is
critical to know all this but more
relevant from 0-1 year.
• 69% stated that a magazine or a
book and Phone is the best way to
deliver this information
supplemented by online articles.
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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35. Information on teething, weaning and potty training
• 42% of the women agreed that it is
important to know all this but more
relevant from 1-3 year.
• 65% stated that a magazine or a
book is the best way to deliver this
information supplemented by
online articles and Phone line.
Source : Consumer Interviews (pregnant women + mothers of babies 0-3 years of age = 50)
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36. Snapshot
Rank Service Service Description Mode of Delivery
Most Preferred Supplementary
Medium Medium
1 Latest Monthly newsletter or Books, Phone Online
information on magazine with latest updates
childbirth and If available in India, how
baby care and where to access it
2 Directory City and Area wise contact Phone Online
services numbers of gynacs, pediacs,
maternity homes, day care
centers, Prenatal classes
3 Information Easy to cook nutritious Books, Phone
Indian recipes for the baby
Information on feeding Online
patterns, introduction to
solids, allergies
Information on teething,
weaning, potty training
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