Evaluating the WhatsApp-based mMitra intervention: a hybrid tech-plus-touch approach for managing maternal anemia in Mumbai, India

Background: Under the mMitra program, a pilot intervention was rolled out in Vasai Virar, Mumbai to understand the use of WhatsApp for delivering messages on anemia. It included health education videos, behavioral prompts, interactive quizzes, a helpline for support, and personal follow-up by community health workers (CHW). This study was a retrospective evaluation of the intervention to explore its potential role in supporting pregnant women with anemia. Methods: Study included 287 pregnant women with hemoglobin (Hb) levels below 10 gm/dL, a gestational age of ≤30 weeks, and having received the eight-week intervention. The study descriptively measured message delivery and engagement rates, and changes in Hb levels. Feedback was collected from 64 women on recall of key messages, acceptability, and self-reported use of iron and folic acid (IFA). Institutional ethics review board approved the study. Results: Approximately, 93.38% of women had high exposure to messages, 55.75% of the women had moderate anemia and 43.21% had mild to moderate anemia at enrollment. Total 244 women with follow-up Hb level data, 55.33% showed increase, but remained below 10 g/dL, 17.62% improved to 10-11 gm/dL, and 6.15% had anemia fully reversed. Having a personal phone was significantly associated with improved Hb levels (p=0.030). Feedback data showed 82.81% of women watched the entire videos and 73.43% made lifestyle changes related to diet and exercises. Conclusions: The exploratory findings suggested the feasibility of a tech-plus-touch approach for managing maternal anemia, but larger studies are needed to prove its effectiveness.