Development of a Culturally Tailored Text Message Maternal Health Program: TextMATCH

Area of Science:

• Public Health
• Digital Health
• Health Equity

Background:

• Mobile health (mHealth) interventions are expanding globally for health information delivery.
• mHealth may reduce barriers for minority groups accessing traditional health services.
• Limited research exists on culturally adapting mHealth for diverse ethnic minorities.

Purpose of the Study:

• To describe the development of a culturally tailored, text message-based maternal health program (TextMATCH).
• To assess engagement and acceptability of the TextMATCH program among Māori, Pacific, Asian, and South Asian families in New Zealand.

Main Methods:

• Analysis of program data over 18 months post-implementation.
• Telephone interviews with participants to gather feedback on acceptability and relevance.

Main Results:

• 1404 participants enrolled; 18.52% opted out.
• 70.9% transitioned from pregnancy to baby program.
• High participant satisfaction: 4.24/5 usefulness, relevant, culturally appropriate, and understandable messages.

Conclusions:

• Intensive development is vital for culturally adapted mHealth programs.
• Tailoring mHealth interventions for multiple minority groups enhances effectiveness.
• Positive engagement and acceptability indicate TextMATCH's success.