The mMOM project implemented an innovative, integrated mHealth program to
improve the maternal, newborn and child health (MNCH) of ethnic minority women (EMW)
in remote and mountainous areas of Thai Nguyen, Vietnam. EMW’s disproportionately poor
MNCH outcomes, and evidence suggesting that current MNCH approaches in Thai Nguyen
fall short in providing effective maternal care, provided a rationale for an mHealth intervention
to deliver the necessary MNCH information, in a timely manner, directly to community women
via mobile phone. The system has a sustainable design due to its partnerships with government
and health officials at the local, provincial and national level. Qualitative assessment of the
intervention examined its impact on all stakeholder groups and examined avenues for scaleup.