Drafting the Content


Consider the following details, informed by preferences and abilities of the target audience, as you develop your draft content. Depending on the type of mHealth solution you have in mind, these might not all be applicable.

  • Language—Which language should be used? What language is used when texting? Is there a particular script or alphabet that is used (for example, Hindi, Arabic, Roman characters?).
  • Vocabulary and phrasing—What typical words or phrases does the target audience use to talk about the health issue?
  • Length—How long should each message or screen be, considering ease-of-use and attention span?
  • Frequency—How often should messages or content be sent or received, considering user preferences for receiving and sharing information?
  • Tone—Given the message content, what tone would resonate most with the end users? For example, is an informal, colloquial tone or professional, technical tone more appropriate?
  • Messenger—Does the messenger matter? How does the source, or perceived source, influence a user’s reaction to the content? For example, receiving a message from a doctor could be perceived differently than receiving a message from a friend.
  • Accuracy—Is the content medically accurate according to the country’s technical guidelines and global standards? Can you adapt content from existing libraries, or local or global resources and guidelines (see Technology & Content Repositories)? Have you vet the content with technical experts in the field?
  • Consistency—If the mHealth solution is part of a multi-channel campaign, are the messages consistent and complementary across the program?