MomConnect : Leveraging SMS and WhatsApp to improve maternal and child health outcomes in South Africa

Maternal, newborn, and child health (MNCH) remains a significant challenge in South Africa. Despite progress, the country faces high rates of maternal and child mortality compared to global averages. Factors contributing to this burden include poverty, inequality, HIV/AIDS, and limited access to quality healthcare, particularly in rural areas. These challenges result in preventable deaths and complications during pregnancy, childbirth, and early childhood, impacting the health and well-being of women and children. This is compounded by overburdened health systems, where limited resources and staff struggle to meet the high demand for services, resulting in long wait times and potentially inadequate care. Additionally, poor health-seeking behavior in the health ecosystem, influenced by factors like low health literacy and cultural beliefs, can lead to delays in seeking care, missed appointments, and non-adherence to treatment plans. 

While MomConnect was developed and implemented in South Africa, it has the potential to scale up to other countries in Africa, where the MNCH burden is even more pronounced. Sub-Saharan Africa carries a disproportionately high share of global maternal and child deaths. Poverty, malnutrition, infectious diseases, and inadequate healthcare infrastructure are major contributors. Conflict and instability in some regions further exacerbate these challenges. The continent urgently requires scalable and effective solutions.

MomConnect is a comprehensive digital health platform in South Africa designed to support and empower pregnant women, mothers and caregivers throughout their perinatal journey, from pregnancy until the child reaches two years old. Launched in 2014 as a partnership between the South African National Department of Health (NDOH) and various stakeholders, MomConnect leverages mobile technology to deliver essential health information, resources, and support directly to women’s phones.

Registration is simple, facilitated by trained healthcare workers at public health facilities during the mothers’ first antenatal visit. Once registered, women receive stage-based health information, appointment reminders, and personalized support through SMS or WhatsApp messages, covering a wide range of topics relevant to their pregnancy or their child’s age. This includes crucial information on antenatal care, labor, newborn care, breastfeeding, immunization, nutrition, and more.

Beyond information, MomConnect offers valuable support services.  A dedicated helpdesk is also available, allowing women to ask questions, voice concerns, and receive personalized guidance from healthcare professionals. This provides a vital link to expert advice and support, particularly for women in areas with limited access to healthcare facilities.

MomConnect also incorporates risk assessment and personalized interventions to address specific challenges women may face. This includes support for pregnancy literacy, self-healthcare practices, mental health, connectedness, and resilience. By proactively addressing these factors, MomConnect aims to enhance the overall well-being of mothers and their children.

Specifically, MomConnect has demonstrated positive impacts on several MNCH behaviors, including:

• Increased uptake of family planning: MomConnect users, especially non-first-time moms, showed a greater likelihood of using family planning.
• Improved breastfeeding practices: First-time moms and younger moms were more likely to breastfeed with MomConnect’s support.
• Improved ANC and PNC attendance: Evidence suggests that MomConnect users are more likely to attend ANC and PNC visits, leading to better maternal and child health outcomes.

Through its comprehensive approach and widespread reach, MomConnect has become a flagship program in South Africa. Since its launch in August 2014, it has evolved and expanded its services, reaching nearly 5 million mothers and making a significant impact on maternal and child health outcomes.  By empowering women with knowledge and support, MomConnect promotes informed decision-making, active engagement in healthcare, and ultimately, healthier families.

MomConnect extends the reach of critical maternal and child health information and support to women who may otherwise be underserved. While clinics and healthcare workers provide essential services, they often face limitations in terms of resources, staffing, and geographical reach. MomConnect complements these existing solutions by providing a direct channel of communication to women through their mobile phones. This allows for personalized, timely information dissemination, even in remote areas where access to healthcare facilities is limited.

Furthermore, MomConnect enhances the effectiveness of other interventions by reinforcing health promotion messages and encouraging consistent engagement with the healthcare system. By delivering stage-based reminders and prompts, MomConnect supports adherence to antenatal and postnatal care schedules, immunization programs, and other essential health services. This proactive approach not only improves individual health outcomes but also strengthens the overall healthcare system by promoting preventative care and reducing the burden on overstretched resources.