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Table 3 Essential steps and barriers to exposure to Kilkari content in four districts of MP

From: Are stage-based health information messages effective and good value for money in improving maternal newborn and child health outcomes in India? Protocol for an individually randomized controlled trial

  Steps in implementing Kilkari Critical challenges Illustrative indicators
Critical points of drop-out for Kilkari users Pregnancy is registered on MCTS/RCH database • Data quality, including phone numbers provided*
• Delays in pregnancy identification*
Percentage of pregnant women in the MCTS/RCH with a phone number
Percentage of pregnant women in the MCTS/RCH with an active phone number
Pregnant woman becomes eligible to start receiving Kilkari messages • Delays in registration and transfer of data across districts Days between pregnancy identification and date of first Kilkari call
Pregnant woman receives calls • Variations in network coverage
• Phone number may not be active
• Phone number may not belong to a relevant woman or a family that contains a relevant woman—may just be a random number
• Woman may not be the primary owner of the phone
• Woman may not have access to phone
• Phone may not be charged
Percentage of calls received out of those intended per mobile device registered to Kilkari
Leading reasons for call failure
Pregnant woman listened to the calls • User engagement with content
• User access to the phone
• User mobile literacy
• Phone functionality, including charge
Percentage of calls listened to out of those received on average among those enrolled to Kilkari
Percentage of calls listened to on average out of all calls received
Days and times during the day when messages are most likely to be listened to completely
Percentage of mobile phones who listened to 75–100% of the calls on average among all phone numbers enrolled to Kilkari
Pregnant women continues engaging with Kilkari • Phone number may not be active
• Woman may grow disinterested in continuing the service
Percentage of mobile phones with answering all weekly calls each month (4–5 depending on the month and their subscription data)
Percentage of phones who received and listened to the entire Kilkari package among all phone numbers randomized to receive messages
  1. *Less relevant to iRCT as eligible users will be identified as part of the household listing at baseline and a list of phone numbers provided to BBC Media Action for content delivery