I’ve heard it over and over again that content is key or content is king! I couldn’t agree more. With the rapid growth of interest in m-everything, a lot of focus has been on technology and what technology can enable. I guess this is similar to when the first telephone call was made way back. The marvel was how a sound was transmitted over copper wires, over borders, and could come out on the other side just like it was spoken! That was news worthy. But as technology developed, the phone was only useful as long as there was something to be said, and that there was someone willing to hear the message.
I find a parallel in mobile apps. The technology to deliver information is still rapidly advancing and creating waves worldwide. Pilots and tests have been carried out which have proven that it is possible to facilitate all manner of static and dynamic messaging on mobile. Done! However for a mobile application to be sticky, it has to be delivering the right kind of content; content which is needed. And this need is best defined from the demand side (end user) rather than from the supply side (content developer).
Sometimes we have to begin with obvious and readily available information to get the application up and running (supply side). However, for sustained use, it is important to continually research and understand what end users want to receive, and deliver the same (demand side). This is the only way to maintain interest. If you think about it, you probably have 2-3 favourite applications that you use almost every day. There is something they have that you want… and that is why you open and run the apps often. Even the satisfaction of completing one more level on your favourite gaming app is a valid reason for using the app.
In the development sector, content is far more complex, sometimes regulated, based on guidelines, and changes with time. However the principle remains. If the content is right, the end users will continue to use it, rely on it and even spend on it. For applications targeted on behavioural change this is key. Supply side must endeavour to understand the behavioural gap, why it exists, and then craft messaging that fills the gap. Behavioural change messaging should also preferably have a call to action. Because when an action is taken and it has positive outcome, it is likely to be repeated. A good message is easy to forget, but a positive outcome from an action is not. Psychologists will tell you that this is the process of learning a behaviour. And that is good…if behaviour change is the expected outcome.
For mHealth, this holds true especially in the area of nutrition. Nutrition is 100% behavioural, it is what we eat, what we don’t eat and why. Cultural, climatic and economic factors affect our diets significantly. For those in dry areas, the climate can limit the potential crops, which in turn become the staple diet for communities in these areas. Some cultures may prefer certain foods and look down on others, despite the effects of an unbalanced diet. Sometimes, access to variety may be beyond reach, and not just in the developing world, but equally in the developed world where most affordable foods may not necessarily be nutritious at all, leading to nutrition related issues.
So for mHealth messaging to work, there must be an understanding of the factors that influence current insufficient behaviour. Based on that understanding, content can then be developed to support existing positive behaviour and encourage new/amended behaviour aimed at closing the gap. The messaging could suggest actions to overcoming barriers, demystifying an issue, or learning and adopting a new behaviour/technique/view and, most important, the incentive for the behaviour change.
For more information on the GSMA Mobile for Development mHealth, please contact us on mhealth@gsma.com. For information on various mHealth initiatives, click here. For more information on GSMA mHealth resources, click here.