The texts are free and their medium, a mobile phone, is widely used by Americans. In 2010, 96% of the U.S. population had a form of wireless connection, according to the Wireless Association CTIA. "One of the potentials of text4baby is to reach a lot of people – and that’s a leveler," said Dr. Evans. In addition, although the information isn’t interactive, at least not yet, it’s targeted and based on the mother’s pregnancy due date and continuing until the baby turns 1-year-old.
"Part of the movement of social media is that you want to tailor it to the user and what they want," said Dr. Megan A. Moreno of the department of pediatrics at University of Wisconsin, Madison. "I think about what new moms would want, and I think they’d like to have that feeling of companionship – to be connected via texting all through pregnancy and when they’re isolated."
Although the health care community is still testing the waters when it comes to social media, researchers say that it’s important for physicians to talk to their patients about social media programs and be involved and aware of the types of information they receive.
"Social media, texting, and digital media are here, and that is what our patients are using or could use," said Dr. Terry Kind, director of Pediatrics Medical Student Education at Children’s National Medical Center at GW University. "We as the doctor community should get on board. ... Social media is a rapidly evolving area. There are doctors who won’t go near it. But there’s a huge potential for new ways to serve the public health message."
Social media or tools like texting aren’t, of course, the answer for everything. But, "sharing good information is never a bad thing," said Dr. Reuben Varghese, health director of the Arlington public health division. "Even if they don’t listen to it but pass it along to someone else, it’s a success."
Repetition, after all, is powerful, added Dr. Wylen.
Ms. Meehan of HMHB said the group is now looking at ways to keep up with the growth of the program, automating parts of the process, and getting more women to sign up for the service. She also said she looks forward to seeing the results of the ongoing studies on the program to get a broader look at how women understand the messages and how they’re learning.
"This is really version 1.0," said Dr. Evans, referring to mobile health. "There will be a version 2.0 and 3.0."