Madrinha Joana was developed with the Hospital Maternidade Santa Joana team to support welcoming assistance through WhatsApp. The account highlights the co-creation of the journey, the hospital's protocols, and referral of situations to the multidisciplinary team.
The problem
The team received questions and signs reported by pregnant women at different times. Reading messages individually limited the capacity for follow-up.
What was put into practice
Madrinha Joana was developed in collaboration with hospital professionals to provide welcoming support, offer guidance within the protocols, and refer situations that need the team.
- 01Message from the pregnant woman
- 02Welcoming support within the hospital's context
- 03Situation referred according to the workflow
- 04Care team assesses and manages care
Welcoming support connected to the care routine
The source describes a process in which pregnant women's messages were read individually by the team. Questions also arrived outside business hours, creating demand for continuity in the communication channel.
Development involved physicians, nurses, experience professionals, and engineering. The work included mapping the journey, defining dialogue workflows, and reviewing the agent's behavior based on the care context. No general clinical guidance is presented here: the case addresses the design of that operation.
The channel and the handoff to professionals
The solution uses WhatsApp Business with Twilio infrastructure and the team's protocols. The account describes responding supportively to messages and notifying professionals when a situation requires human involvement.
The published deployment includes testing cycles, gradual rollout, alert monitoring, dashboards, and preparing the team for referrals. The availability of a response in the channel and an assessment by a professional are different parts of the journey; one does not prove the other.
Usage results, without extending the clinical conclusion
The publication reports use of the channel outside business hours, continuity of responses, and growing adoption. These signals help explain the operational reach of the service. They are not used in this summary to claim clinical effectiveness or guarantee health outcomes.
The case testimonials belong to the experience reported by the hospital. The page does not turn individual stories into a promise for other operations or present the agent as a replacement for assessment and care management.
The reported result and its scope
The source reports greater continuity in the channel, including outside business hours, and follow-up of referred situations.
Response time, usage volume, and referrals do not demonstrate a clinical outcome. The case does not constitute a care protocol for other institutions.
The lesson learned
The protocols and the path to professionals are part of the experience. AI support needs to be connected to the routine of those who receive the referrals.
What questions does this case help you ask?
- How can the journey be built with those who receive the referrals?
- What information needs to accompany the request?
- How can a response in the channel be distinguished from care actually taken over by someone?
Source of the account
Summary of the case published by Starya. Results and scope belong to this operation; they are not a guarantee for other contexts.