mDhil provides basic healthcare information to the Indian consumer via text messaging, mobile web browser, and interactive digital content. We envision the mobile handset providing our content and services to people who want to know more about common health conditions, diseases, and medications. The concept was born from several years of emerging market field work and the realization that a majority of people do not have easy access to accurate health & wellness information.
mDhil has sourced consumer queries from the grassroots to uncover relevant topics for content. University students, women’s groups, local clinics, NGOs, and experienced doctors have assisted us in understanding the challenges in health, especially with a focus on the Indian market. We heard the same story over and over again: access to basic information on health issues can empower people to make positive outcomes in their lives.
Our unique value proposition is the quality, relevancy, and access of mDhil content. The mobile phone provides the most common connection to information for the vast majority of Indian consumers. Hence, our services are built on a mobile platform – with initial success of over 150,000 paid users on SMS subscription services.
mDhil customers should feel like our content speaks “to them” – increasing the amount of attention given to what is being read and heard. In this respect, health communication is taking more cues from commercial marketing. It is important to give our users a sense that the healthy behaviours we promote are also socially normative (for example, getting tested for disease). Many people have misconceptions, and no one should ‘feel dumb’ or embarrassed when seeking health information.
mDhil officially launched in 2009 and is backed by institutional venture capital and experienced angel investors.
Deepak Menon, Director Client Engagement
Previous Program Manager at Microsoft India. Worked in the area of technology for socio-economic development and emerging markets. Post Graduate in Management, TAPMI, Manipal.
Nidhi Raichand, Director Online Editorial
Before coming on board the mDhil team, Nidhi was handling the content for MSN India’s Lifestyle channel. She’s been in the field of writing since 2000 and has experience in print and television advertising, journalism and online content.
Neha Rathi, Web Content Editor
Neha Rathi is a Dentist and holds a PG Diploma in Aesthetic dentistry from NYU. She has a strong clinical experience in dental care procedures and developing /organizing successful local and online programs for creating awareness about oral healthcare. Previously managed her own dental clinic in Mumbai, which specialized in cosmetic dentistry.
Passionate about communications, branding and leadership, Nathalia has studied, lived and worked in 6 different countries. Previously worked for 1.5 years as the Regional Director of Communications and Information Management for AIESEC in Argentina, Chile and Uruguay. Graduated in Advertising (Bachelor) from the Catholic University of Pernambuco (Brazil).
Shankar has over 8 years of SEO (Search Engine Optimization) experience, helping several different brands to execute and improve on their online business strategies. Previously worked at Search Marketing Inc as Project Manager & at AiSolve as in-house SEO Manager.
Heather Lanthorn, Director Health Content
Fulbright Scholar. Has done extensive health research in India, Nepal, Ethiopia. Masters Degree in Public Health from the University of Michigan and is currently a Doctoral Candidate at Harvard School of Public Health
General physician with a special interest in Preventive Healthcare and Wellness. A graduate from Mumbai University, she has also been practicing as a corporate trainer for the last 8 years. She has been a part of Toastmasters International and has achieved the degree of competent Toastmaster.