Using gamification strategies to increase postnatal visit rates by frontline health workers

Organization: 
Dimagi Inc.
Organization Location: 
Cambridge, Massachusetts

New research has shown that FLWs are motivated for both extrinsic and intrinsic reasons; however, financial incentives typically appeal only to extrinsic motivation, and have been shown in numerous studies to erode intrinsic motivation. As FLWs increasingly adopt mobile technology, we believe there are important  opportunities to complement extrinsic incentives with tools and incentives that make service delivery more intrinsically rewarding. We hypothesize that gamification techniques can motivate FLWs to perform better and be more engaged in their work. Dimagi, Inc., will test this hypothesis by developing a gamification strategy for FLWs who use mobile technology in Myanmar. Randomized subsets of FLWs will receive weekly SMS motivations that compare their personal MNCH service delivery scores (as measured by the number of postnatal visits to mother/newborn beneficiaries) with that of their peers. To evaluate the effect of this intervention, postnatal scores will be compared between a gamification group and a control group of FLWs that does not receive any SMS motivation.  If successful, this gamification approach can provide a standard, minimal cost strategy to intrinsically motivate FLWs and create a greater sense of fulfillment when extrinsic resources might be scarce for MNCH programs that use mobile technology.

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