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CareThanks in East Africa
Rwanda

Healthcare rewards for
Rwanda's model health system.

Rwanda has Africa's highest community health insurance coverage and some of its best health outcomes per capita. CareThanks adds the engagement and reward layer to turn strong health infrastructure into measurable behaviour change.

Market Context

The healthcare
landscape in Rwanda.

Rwanda's health system is a global model — Mutuelles de Santé community insurance covers over 90% of the population, and health outcomes have improved dramatically over two decades. The challenge now is NCD management: diabetes, hypertension, and cardiovascular disease are growing, requiring new adherence and engagement infrastructure. MTN MoMo is the dominant mobile money platform and the natural reward delivery mechanism for Rwandan programs. Kigali hosts a growing private sector; rural health centres reach the broad population.

Supported delivery modes
MTN MoMoAirtimeSMSWhatsAppScratch CardUSSD

Key challenges

1
NCD adherence as burden shifts from infectious disease
Rwanda's success against HIV and malaria means the new frontier is diabetes and hypertension — where adherence infrastructure is less mature.
2
Private sector differentiation from Mutuelles de Santé
Private insurers and clinics in Kigali need to demonstrate quality and experience differences to justify premium positioning.
3
Rural health centre integration
Community health workers and rural health centres are the primary touchpoint for most Rwandans — reward delivery must work in these settings.
4
Digital health startup ecosystem
Kigali's growing health tech ecosystem needs retention infrastructure before scaling — and before competition for the same users intensifies.

Use Cases for Rwanda

How pharma companies, hospitals
and insurers use CareThanks here.

Practical campaigns built for the Rwanda healthcare market — the infrastructure, delivery modes, and local context already handled.

💊 Pharma
01

Medication Adherence Campaign

Pharma companies running chronic disease and acute treatment programs in Rwanda use CareThanks to reward medication completion — driving measurable refill continuity at scale.

How it works
→Patient enrolled at pharmacy or clinic — consent via SMS
→Monthly refill due: reminder sent via WhatsApp or SMS
→Patient collects medication; pharmacist confirms
→Mobile money or airtime reward issued instantly
SMSWhatsAppMobile MoneyScratch Card
Expected outcome
Average 35% improvement in 90-day refill continuity. Full campaign analytics exportable for medical affairs reporting.
🛡️ HMOs & Insurers
02

Member Renewal & Retention Program

Health insurers in Rwanda use CareThanks to run pre-renewal loyalty campaigns — shifting member decisions from price comparison to reward-anchored loyalty.

How it works
→At-risk members identified 60 days before renewal
→Personalised reward offer sent via WhatsApp
→Member renews early — reward dispatched to mobile wallet
→Tenure loyalty bonus applied for multi-year members
WhatsAppMobile MoneySMS
Expected outcome
Average 20% churn reduction in rewarded renewal cohorts versus non-rewarded equivalents.
🏥 Hospitals
03

Appointment Attendance & Patient Loyalty

Hospitals and clinic groups in Rwanda use CareThanks to reward appointment attendance, post-discharge check-ins, and patient referrals — reducing no-shows and building sustainable patient loyalty.

How it works
→Appointment reminder sent with reward preview
→Patient attends; QR or SMS confirms attendance
→Reward issued via mobile money within minutes
→Post-discharge check-in milestone earns additional reward
SMSWhatsAppQR Check-inMobile Money
Expected outcome
Average 26% reduction in no-show rates within 90 days. Post-discharge follow-through rate doubles.
🏢 Corporate Health
04

Employee Wellness & Screening Drives

Large employers in Rwanda use CareThanks to run measurable employee wellness programs — rewarding health screening completion and wellness participation with mobile money rewards.

How it works
→HR activates employee wallet accounts via CSV upload
→Campaign sent: "Complete your screening, earn a reward"
→Employee attends screening — confirmed by nurse or QR
→Mobile money reward issued; HR dashboard updated
SMSMobile MoneyHR PortalWhatsApp
Expected outcome
Average 78% screening completion rate versus sub-30% unrewarded baseline. Board-ready ROI reports generated automatically.
💊 Pharma
05

Pharmacist Prescription Lift

Pharmaceutical distributors in Rwanda use CareThanks to run pharmacist incentive programs — tracking dispensing performance and rewarding target achievement via mobile money.

How it works
→Pharmacist registers via WhatsApp with outlet code
→Weekly dispensing targets configured per SKU
→Pharmacist confirms dispense via WhatsApp or SMS
→Mobile money reward issued on weekly milestone achievement
WhatsAppSMSMobile MoneyDashboard
Expected outcome
Average 2.2× prescription lift on target SKUs within 60 days. Full dispensing audit trail for compliance reporting.
📱 Digital Health
06

Digital Health Platform Retention

Digital health startups and telemedicine platforms in Rwanda use CareThanks API to reward consultation completions, subscription renewals, and referrals — building retention before paid acquisition scales.

How it works
→User completes health action in app — API event fires
→Reward Units added to in-app wallet immediately
→D7 re-engagement trigger if user goes inactive
→Monthly milestone reward builds long-term loyalty
APISMSMobile MoneyIn-App Wallet
Expected outcome
D30 user retention lifts from under 15% to over 40% within 45 days of reward layer activation.

Live Campaigns

What campaigns look like
running in Rwanda.

Pharma
Adherence Campaign
4,200
Patients
+35%
Refill rate
94%
Redemption
HMOs & Insurers
Insurer Renewal Program
-20%
Churn
56%
Early renewal
2.8x
ROI
Corporate Health
Corporate Screening Drive
1,800
Employees
78%
Completion
4.1x
ROI

Questions About Rwanda

What organisations
ask about this market.

QWhat digital payment rails does CareThanks support in Rwanda?
CareThanks supports the primary mobile money platforms operating in Rwanda — including MTN MoMo, Airtime. Airtime and scratch card rewards are also available for broader reach.
QCan campaigns be delivered in local languages?
Yes. Patient-facing campaign content — SMS, WhatsApp messages, and USSD flows — can be fully localised in the appropriate language for the Rwanda market.
QHow quickly can a first campaign launch in Rwanda?
Digital campaigns using SMS and WhatsApp can go live within 3–5 days of onboarding. Physical campaigns using scratch cards typically require 7–10 days for production and logistics.
QDoes CareThanks comply with Rwanda's data protection requirements?
CareThanks configures data processing in accordance with applicable local data protection legislation. Data residency and processing terms are available for healthcare clients in this market.
🌍

Ready to launch in
Rwanda?

Talk to our team about your organisation type, target audience, and campaign goals. We'll configure a first campaign for the Rwanda market.

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