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'Let's Talk': Leveraging the Consumer Activation Resources of MNOs & FMCGs to Stimulate Caregiver-Centered, Tech-Enabled Demand Creation

We help drive demand for vaccination by linking caregivers to trusted women (lady health workers, local women retailers and female doctors)

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Describe what you intend to do and how you'll do it in one to two sentences (required 350 Characters)

doctHERs creates tech-enabled, caregiver-centered demand for vaccination by leveraging: (i) FMCG capacity and (ii) trusted intermediaries (lady health workers, women-retailers and remote female doctors) in emerging markets such as Pakistan.

Explain the innovation (2,500 characters)

"Lets' Talk" is a public discourse campaign that is linked to a vaccination demand creation initiative powered by doctHERs that leverages the full marketing/consumer activation/demand creation resources of Unilever & Mobile Network Operators (MNOs) such as Telenor. Unilever's market development/brand activation/demand creation field team of 650 female brand activators, 4500 male sales reps, 1600 rural women retailers (Guddi Bajis) and 150 urban and rural distributors ('rahbars') will be leveraged in this RMNCH-oriented, vaccination initiative. Telenor has the capability to deliver free airtime, IVRS and sms-based reinforcement 'nudges' to the target caregiver population of 3 million lives via the 'Let's Talk' campaign. According to Imran et al, (https://doi.org/10.1093/inthealth/ihx067) immunisation rates for infants between 12–23 months of age are estimated to be only 58.0%, 87.7% and 72.6% in Punjab (Pakistan) for the pentavalent vaccine, OPV and Measles Vaccine (MV), respectively. This leaves a significant portion of children exposed and vulnerable to life-altering diseases such as hepatitis, polio, diptheria, tetanus and measles. The 'end-users' of this vaccine demand creation program include children from underserved, low-income communities (household income less than $3/day) in urban & peri-urban slums across 24 districts in Pakistan. Both doctHERs and Unilever have been interacting with these communities since 2015 and have built up trust between caregivers of these children and the demand-creators: (i) 600+ female brand activators who conduct door-2-door and town-hall style interactive gatherings (including immunisation camps) and (ii) women retailers (Guddi Bajis) who operate fast-moving consumer goods (FMCG) stores in more than 600 peri-urban slums. Our primary target population are caregivers who are typically women homemakers across 36 districts of Punjab (target reach: 3 million caregivers in 2019 and 2020).

Which part(s) of the world does this innovation target?

  • Southern Asia

Geographic Focus

36 Districts across Punjab, Pakistan (reaching a target population of 3 million caregivers in 12 months)

Stage of Innovation

  • Pilot

Who will work alongside your organization in the project idea? (1,000 characters)

(i) Telenor (IVRS, SMS & Mobile/Internet Connectivity) (ii) Unilever (600 brand activators, 4000+ sales reps, 1600 women retailers, 150 large distributors, 50 small distributors) (iii) UN Foundation (Universal Access Project) We are currently working with Unilever in the UKAID-cofinanced TRANSFORM initiative that is creating demand for essential healthcare services and products in 36 districts across Punjab reaching 3 million women caregivers in 2019 and 2020. This 15-month initiative leverages the 1600+ women ('Guddi Bajis') retailer hubs supported by Unilever, that connect to the 4500 brand activation/demand creation 'spokes'

How is your idea unique? (750 characters)

"Lets' Talk" leverages the full marketing/consumer activation/demand creation resources of two Unilever & Telenor. Unilever's market development/brand activation/demand creation field team of 650 female brand activators, 4500 male sales reps, 1600 rural women retailers (Guddi Bajis) and 150 distributors ('rahbars') will be leveraged in this RMNCH-oriented, vaccination-focused component of the Transform initiative. Telenor has the capability to deliver free airtime, IVRS and sms-based reinforcement 'nudges' to the target caregiver population of 3 million lives via the 'Let's Talk' campaign.

What is the name of your organization

doctHERs

Explain your organization (250 characters)

doctHERs is a digital health venture that matches the underutilized capacity of female doctors to the unmet, healthcare needs of underserved communities (including unmet immunisation needs). In collaboration with large multinational corporations.

Type of Submitter

  • We are a For-Profit Startup or Startup Social Enterprise

Organizational Characteristics

  • Female-led organization
  • Women’s health/rights focused organization

Gender and Diversity (500 characters)

Our organisation was created to reintegrate women (healthcare providers) into the workforce while enhancing access to both healthcare and health outcomes of women and children. We apply a rigorous gender lens to our hiring practices - both for core, office-based staff and field staff, e.g. 90% of our senior management are women and 100% of our frontline health workers are women. In addition 90% of our primary care and 80% of our specialist/consultant providers are also women.

Organization Location (less than 250 Characters)

We are headquartered in Karachi, Pakistan. Our field teams are currently active in 20 districts of Punjab & 5 districts of Sind.

Size of organization (number of employees):

  • 21-100 people

Website URL

http://www.docthers.com

Scale of organizational work

  • National (expansive reach within one country)

Tell us more about you

The team includes the following key personnel: Dr. Asher Hasan: a US-trained digital health innovator who is a medical doctor and MBA with a 10 year established track record of sustainably taking social enterprise models to scale. Sabeen Haque: Gender consultant; women-centered design thinker; has accelerated over 200 women-led businesses as a consultant to the World Bank's WomenX project. Tanzeela Naz: RMNCH-focused project manager recruited from Marie Stopes. Dr. Komal Rizvi: spearheads public-private health partnerships; public health expert Dr.Samia Dittu: family practice physician who liaises with our network of remote female providers Mahnoor Farishta: Business Analyst; formerly with Deloitte Nawal Maredia & Salima Lakhani: patient ca

Applying to Gavi INFUSE

  • OpenIDEO Website

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