Abstract
MetaMedia Training International, Inc. (MetaMedia) and partner Healthy Teen Network
will work in collaboration with marketing experts in a comprehensive market exploration to
identify the successful commercialization and dissemination models for Crush™ mHealth
mobile app. Crush is a comprehensive, medically-accurate sexual health application designed for
young women ages 15 to 17. It is the first mHealth application in the field of sexual and
reproductive health that has been rigorously tested for its efficacy in increasing effective birth
control use and clinic utilization by youth in a randomized clinical trial with a sample of 1,200
young women nationwide. Our aim is to make Crush accessible to our priority population by
removing any access burden and disseminating it in markets with access to youth. At the
conclusion of this project, the project team will be well-poised to successfully commercialize and
distribute Crush while removing access barriers by the priority population.
During the SBIR CRP study, the project team will achieve three aims/objectives. First, it
will assess the SRH mHealth market landscape to identify market opportunities for Crush. Along
with a team of experts,
we will employ a robust market research strategy, enhanced by technical
assistance provided by industry leaders and informed by potential investors, end users and those
in the SRH and mHealth fields who have launched or commercialized similar products. This
strategy includes qualitative and quantitative methodologies, including an environmental product
scan, in-depth interviews and focus groups, as well as additional methodologies commonly
employed by market researchers, such as channel analyses and surveys.
Second, we will i
dentify
minimal marketable product(s) (MMP) that will lead to successful uptake of Crush and
document required technological features Crush may need to adapt to match the market
opportunities identified. Third, we will position Crush for a favorable entrance into the market by
developing a final commercialization plan for selected marketing strategies.
MetaMedia, a small business with 35 years of experience, is a pioneer in adapting
emerging technologies to improve learning and performance. Healthy Teen Network, a national
nonprofit organization with 30 years of experience, has a proven track record in applying
evidence approaches to develop and evaluate teen pregnancy and STI prevention interventions.
Their organizational missions and experience create an ideal partnership for this project.
