Does mHealth voice messaging work for improving knowledge and practice of maternal and newborn healthcare?

BACKGROUND: Aponjon (meaning "near and dear ones"), a mobile phone-based mHealth service, customized voice messages for expectant (6-42 weeks pregnancy) and new mothers (1-52 weeks after delivery) for promotion of recommended healthcare practices. The Aponjon system sent two voice messages per week to subscribers, tailored to the timing during pregnancy or post-partum. The current study is an external evaluation of the effect of Aponjon use on knowledge and behaviors related to maternal and newborn health (MNH) care. METHODS: We implemented an observational study of Aponjon users with propensity score matched non-users in Bangladesh. Subscribers with at least 3 months exposure to Aponjon and non-users were interviewed retrospectively on knowledge and practices surrounding MNH. The sample included women with infants ≤6…