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

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