Snapshot: Grameen Foundation’s “Mobile Midwife” Service in Nigeria – How to generate and use consumer insights to localise mHealth content

Once a life-enhancing value-added service has reached scale in a market, the next step is to replicate it in other geographies. Grameen Foundation did this when they took their maternal and child health information service from Ghana to Nigeria. This snapshot outlines how they localised the content and tailored the service to a new target audience. It provides useful guidelines and recommendations for organisations wishing to replicate information services in new markets.

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