The South African National Department of Health today proudly celebrated the 10th Anniversary of MomConnect, a flagship program of the National Department of Health and the country’s pioneering maternal health program.
The event also marks the achievement of reaching almost 5 million registered mothers and served as a platform to acknowledge the significant progress made in maternal and child health over the past decade. It also recognised the contributions of all stakeholders involved in MomConnect, including partner organisations, healthcare professionals, helpdesk operators, and the mothers who have engaged and benefited from the program.
MomConnect is a free service available in all 11 official South African languages, providing SMS messages in each of these languages. Additionally, WhatsApp support is offered in English. Participation is entirely voluntary, and pregnant women and new mothers can sign up at clinics nationwide. This ensures that every woman, regardless of her background or language, has access to essential health resources and messages tailored to her specific needs.
Over the years, MomConnect has showcased the benefits of providing consistent and trustworthy stage-based digital health messaging during critical periods such as pregnancy and the early years of a child’s life.
Significant strides in mobile technology to support maternal health have continued since the program’s inception. A game changer for the MomConnect programme was the introduction of WhatsApp and the MomConnect Helpdesk, which not only provides access to critical information but also facilitates meaningful two-way conversations with health professionals offering more personalised support.
The technological integration has continued to evolve, including the recent incorporation of responsible AI capabilities in 2023. Alongside human engagement strategies, this AI integration will enhance and scale the programme, ensuring that health services remain efficient and effective in meeting the needs of mothers.
“Today, as we celebrate the 10th anniversary of MomConnect, we honour a decade of groundbreaking support for pregnant women and their children in South Africa,” comments MEC for Health and Wellness, Nomantu Nkomo-Ralehoko.
“Launched with a vision to leverage mobile technology for better maternal and child health, MomConnect has connected nearly 5 million mothers to essential health information and services. This initiative has not only empowered women but has also made remarkable strides in reducing maternal mortality and promoting healthy practices. As we look to the future, we are committed to reaching 5 million more mothers, working hand-in-hand with our partners, healthcare professionals, and communities to ensure every mother has access to the vital support she deserves. Together, let’s shape a healthier future for our next generation,” MEC for Health and Wellness, Nomantu Knomo-Ralehoko concludes.
With almost 5 million total registered users to date and 288,051 monthly active users, the program has demonstrated its effectiveness. An average of 40,000 inbound helpdesk messages and 38,000 inbound ‘Ask a Question’ (AAQ) messages are currently received each month, offering mothers supportive access to crucial information and guidance.
Key achievements include a high rate of antenatal care attendance, with 96% of mothers surveyed as part of a study, attending at least four ANC visits. Improved vaccination coverage with 89% of mothers surveyed confirming their babies received all six recommended vaccinations at six weeks old1. The program has also increased breastfeeding rates and provided essential family planning guidance, contributing to healthier outcomes for mothers and babies alike.
MomConnect has been instrumental in positively influencing health behaviours, aligning with the South African government’s efforts to achieve the National Development Plan (NDP), which aims to reduce the maternal mortality ratio and end preventable deaths of newborns and children under age five.
“I’d like to congratulate the National Department of Health on this incredible milestone,” comments Debbie Rogers, CEO of Reach Digital Health. “We are extremely grateful for the collaboration and proud to have brought in key partners that have contributed to the country’s maternal and child health progress in such a significant way. Together we will continue to innovate, expand digital health services, empower mothers and impact our country and improve the health and social development of South Africans. Together, we’ll empower 5 million more moms. The success of our recent AI integration on the platform shows us the huge potential to scale the impact of MomConnect and offer the best possible health information and experience for moms at their fingertips,” concludes Rogers.
Looking ahead, the 10th Anniversary Celebration of MomConnect marks not only a commemoration of past achievements but also a strong commitment to growing the platform, fostering continued collaboration among stakeholders, and increasing public awareness of this invaluable program.
About MomConnect:
MomConnect is a flagship programme of the South African National Department of Health, which aims to support maternal and child health using mobile technology. Through MomConnect, pregnant women and new mothers receive free maternal health messaging via SMS or WhatsApp and can access a text-based helpdesk for ratings or queries.
Since its launch in 2014, almost 5 million mothers utilising public antenatal services have registered on the MomConnect platform in over 95% of public health facilities. Mothers receive health and pregnancy-related information until their baby is two. They can use the platform to seek healthcare guidance through an automated chatbot or a human-operated text-based helpdesk.
MomConnect – 10 years of Health Impact
In its 10 years of operation, a number of studies have proven MomConnect to positively impact health behaviours, which meaningfully contribute to the Sustainable Development Goals (SDG) of reducing the maternal mortality ratio and ending preventable deaths of newborns and children under 5 years of age.
High Antenatal Care (ANC) attendance
- 96% of moms surveyed attended at least 4 ANC visits (compared to 76% in 2016 District Health System (DHS)), with the average mother attending 7.3 ANC visits.1
High Vaccination coverage
- 89% of moms surveyed reported that their baby received all six of the recommended vaccinations at 6 weeks old (validated with vaccination cards)1 (compared to 74.1% for Oral Polio Vaccine (OPV) 1st dose, 77.8% for Rotavirus Vaccine (RV) 1st dose, and Pneumococcal Conjugate Vaccine (PCV) 1st dose, for children under 12 months old in NDoH monitoring data from April 2023 – February 2024, as best comparison).
Increased Breastfeeding outcomes
- MomConnect increases breastfeeding by 17% amongst first-time moms and by 10% amongst young moms.
- MomConnect increases breastfeeding knowledge by 5% (p=0.05) in younger moms (18-25) and the likelihood of talking to others about breastfeeding by 30% for the average mother.
Increased use of Family Planning
- MomConnect increases family planning use by 6% (p=0.06) amongst moms with previous pregnancies.2
- First-time moms and young moms have significantly higher family planning self-efficacy scores postpartum.
Registration:
A pregnant woman or mom can register for MomConnect in any of the following ways:
Send “join” on WhatsApp to 079 631 2456 (or click this link)
Dial *134*550*2# (free)
Scan the QR code
She will need the relevant facility code from a nurse at a public clinic to finish the registration, as well as her estimated date of delivery.
Information
MomConnect users get access to valuable tips and information about caring for mom and baby.
Messages cover topics like antenatal care and accessing care in labour, diet and nutrition, non-pregnancy related infections, hypertension, newborn care, breastfeeding and immunisation and appointment reminders.
WhatApp messages are in English, and SMS messages are in any of South Africa’s 11 official languages.
Helpdesk
Any MomConnect user can send a question to the helpdesk.
An automated system suggests answers for frequently asked questions.
Unanswered questions go to expert helpdesk operators at the Department of Health, who will address the unique circumstances presented.
Feedback:
MomConnect users can send compliments or complaints about the service experienced at public health clinics.
The Department of Health’s helpdesk operators will follow up on complaints.
About Reach Digital Health
Reach Digital Health integrates personalised digital communication tools into government healthcare services, helping bridge the gap by providing crucial health information and services to underserved communities, such as maternal and child health, HIV/AIDS support, immunisation, and more. Reach and its implementing partners ensure everyone receives the care they need, addresses health disparities, and responds effectively to public health crises.
Reach Digital Health has been the implementing partner to MomConnect for the National Department of Health in South Africa for ten years since its launch in 2014.
