The Tiko Companion
One of our most prevalent mistakes as an industry has been attempting to solve what are fundamentally marketing problems with technical (medical?) thinking.
Maybe we fail to see the marketing nature of these problems. Or maybe, after decades of lionizing knowledge and “expertize” we have an over-confidence in technical solutions brought by “experts”: The Medic. The Engineer. The Economist.
I have no idea. But what I know for sure is that A Better Condom will not address the fact that people are embarrassed to buy condoms or that they don’t trust them. That Awesome App Containing All Information About Malaria will not make a lot of people use nets regularly. It simply won’t. That Comprehensive Policy On Nutrition will not change the fact that people will continue to eat whatever they are used to eating.
Newsflash: When the conversation gets technical, most people phase out. Really. That applies to the Powerpoint Presentation as much as it applies to your Ante-Natal Care Communication Campaign (ANCCC Phase 2).
But you know what people really like? Rewards. They love them. (When was the last time you caught a flight without claiming your miles)?
And you know what else they like? They like convenience – complicated stuff packaged for hassle-free consumption.
Take Ante-Natal Care. What is that all about? Well pregnant women should go to 4 (or was it 5?) different consultations at different moments during their pregnancy (when exactly are these milestones anyway?). The most vulnerable women will have to travel a long way to get to some clinic. There they would have to wait all day, uncertain if someone will see them. Then they need to take some supplements. Four of them (or where they 5?). But they can’t take too many. Or for too long.
All of this would be a hassle to anyone. But juggling a bunch of other children, household duties, work (or looking for work – daily) on top will make it quite understandable that they will miss out on some of these “milestones”.
To deal with all of this, here at Triggerise, we have developed a product we call a “companion”. Here is how it works:
You basically subscribe through SMS when you find out you are pregnant. Someone will call you within a day or two to ask a few questions – this activates your personalized companion.
You get a booking at a clinic, when it is time for your consultation and you will get an SMS informing you of your booking. This booking comes with a discount at the clinic so you save money. Your supplements are vouchers that come as SMS codes on your phone and you can redeem them at any shop or pharmacy that carries them. If you forget to redeem them, you’ll get reminders. Even a call to understand why.
Along the way you will earn rewards. Every consultation, every product redeemed. These rewards (Tiko) can be redeemed in regular shops, on the local market – for products or services. You can even earn more rewards if you complete a certain milestone in a certain time window or if you do not miss out on any milestone.
Once the child is delivered, you can use your rewards to upgrade to other “Companions”. Such as The First Year companion, that helps you navigate immunization, nutrition and stimulation for the child during the first year. Or maybe you have hypertension. Or diabetes – you can subscribe to the hypertension or Diabetes companions.
All those tikos earned are fungible, so you can spend them or you can trade them or you can save them. This creates a virtual economy on a cash-starved market.