We most commonly tend to associate loyalty cards with grocery shopping at our local supermarket chain – swiping the card for the occasional discount on milk or eggs.
Now this same concept is being used in an entirely different context in order to lower the barriers for rural Kenyan mums to invest in the time and effort required to vaccinate their babies.
From the rural economic perspective, Dr Wamalwa seems to have hit the nail on the head with identifying the pain points – that is, the actionable insights we seek from qualitative research among the target audience that helps inform and inspire the design of a new service or business model.
Dr Wamalwa noted that mothers are prudent with the way they use their resources— be it finances or time. He said majority of women come from low income settings where every shilling counts.
“A mother will therefore find it a waste of time to leave her part-time job and go to a clinic far away, then have no money for buying food to feed her family in the evening,” he told Digital Business.
The main goal of the innovation is to make mothers view vaccination as something worthwhile.
“We wanted them to feel that they can gain something by taking their children to hospitals for all recommended immunisations.”
This digital innovation, whose pilot phase was funded by a Sh9 million ($100,000) seed grant from Canada, increased the uptake of vaccination services from 55 per cent to 95 per cent in Bungoma and TransNzoia counties where it was piloted and is still being used up to date.