This paper provides an initial look at the current state of Mobile Health services marketing in developing countries and begins to synthesise the learnings and draw out the differences with respect to the marketing and promotion of Mobile Health services relative to traditional health services or other mobile VAS.

It constitutes the first part of a larger Mobile Health Marketing workstream, which aims to define best practices for the marketing of Mobile Health products and services to help guide the mobile industry in the delivery of sustainable business models.

The current findings have been gathered through a combination of a literature review and interviews with organisations that are currently offering or are planning to offer Mobile Health products and services.