Cannes Lions

DAILY LETTER FOR NEW MOMS

HAKUHODO DY MEDIA PARTNERS, Tokyo / NTT / 2014

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Overview

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Credits

OVERVIEW

Description

Expecting mothers are anxious about new changes in her body.

In Dec.2013, 30 obstetricians in partnership with the leading mobile service provider NTT DOCOMO, launched a new service ‘Daily Letter for New Moms’ that delivers daily newsletters from obs to expecting mothers. A new system that reassures expecting mothers using a smartphone to provide care for them outside of the check-ups at hospitals.

Execution

- In Dec. 2013, 30 obstetricians, in partnership with the leading mobile service provider NTT DOCOMO, launched a new service.

- "Daily Letter for New Moms" that delivers daily newsletters from obstetricians to expecting mothers.

- Sends necessary medical information and advice daily, from obstetricians to each expecting mother during the 280 days of pregnancy.

-Expecting mothers can contact the obstetrician directly via the app.

-New direct communication tool between new moms and doctors.

Outcome

- Became the No.1 app surpassing its competitors in the industry.

- 90% monthly user activity (expecting mothers) a show of overwhelming support.

- 93.6% of expecting mothers said they had a better understanding about pregnancy.

- A new option that eases the fear of expecting mothers that provides care for them outside of the check-ups at hospitals.

- Improved the quality of the check-ups, resulting in 51.6% jump in patient satisfaction.

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