mDhil uses grassroots methods to determine what health topics are relevant and should be covered by mDhil's services. By consulting with university students, women's groups, local clinics, NGOs, and experienced doctors, mDhil has been able to target its services specifically to the daily needs of its consumers in the Indian market. mDhil wants its customers to feel like their content "speaks to them" - increasing the amount of attention given to what is being read and heard. It also attempts to give its subscribers a sense that the health behaviors that they promote are also socially normative (for example, getting tested for STDs).
Subscribers will receive three health messages a day on their mobile phone for a fee of just one rupee (about 2 cents) per day. The health alerts are written by public health professionals such as registered nurses and physicians, and the most popular topics are sexual health, weight management and H1N1 information. Further topics include: general health, tuberculosis, diet, stress, skin care / beauty, and diabetes. The company, which currently has 150,000 subscribers, is looking to reach 3 million by 2011.
mDhil measures user satisfaction in terms of website traffic, content views & user engagement. Of these, user engagement is critical, since it indicates how compelling & useful the content is. We have successfully used social media channels to significantly increase user engagement:
Facebook: Number of fans increased from 250 to 20,026 between February and March 2011
Youtube: We have over 22,000 views of our healthcare video channel on Youtube www.youtube.com