Reducing Maternal Mortality Through Increased Medicine Adherence
The Jeena Iron Pill Pack addresses prevention of maternal mortality and birth complications in the developing world, specifically in India. A significant indicator for birth complications is the presence of anemia, which affects 70-90% of Indian women, and contributes to 10-15% of direct maternal deaths globally (Unite for Sight, 2013). Anemia is a condition where the body does not have enough healthy red blood cells, which results in difficulty with blood clotting and reduces the body’s ability to respond properly during and after childbirth. Physicians, both in urban and rural settings, report that a very low percent of women properly consume iron tablets during pregnancy, resulting in low iron counts, increased costs through emergency interventions, and increased birth complications. Reasons for not taking the iron tablets include side effects from low quality tablets, difficulty remembering to take tablets, and lack of information regarding proper consumption. Field research indicated that current adherence to proper medication administration for pregnant women taking iron tablets in India is approximately 15%.
The Solution: The Jeena Iron Pill Pack
Jeena adds value by filling the need for a high quality, low cost iron supplement in calendar packaging. The market opportunity is increasing in India, as the majority of pregnant women now seek care in private institutions. Field interviews indicated a strong desire among medical professionals for solution that increases iron pill consumption. Calendar blister packs can increase adherence to proper medication administration to 80%. Calendar blister packs increase the likelihood of proper medication administration because patients can easily monitor their drug regimen with daily intakes. The Jeena Iron Pill Pack is a low-cost, accessible and affordable solution to this global problem.