LUCKNOW, June 21 -- Pregnant women in Uttar Pradesh will get better and timely medical services via social media platforms, upon which they just need to register once. The State Transformation Commission (STC) has set up a state control room from where medical care to pregnant women will be monitored and assisted, reducing maternal mortality rate. "A woman or her family needs to register her with basic details on a WhatsApp number and our team will ensure she gets medical attention till the woman delivers the child safely at a medical centre under a gynaecologist, preferably at a medical college. All information till delivery will come on their (beneficiary) WhatsApp number in advance, according to need," said Manoj Singh, CEO STC. The effort comes as UP registered a rise in maternal mortality rate (MMR) from 141, to 154 according to recent reports. To reduce MMR, the total number of expected deliveries in the state will be pre-allocated to medical colleges, medical institutions, hospitals, and health centres. The aim is to ensure that the maximum number of deliveries take place in medical colleges and advanced medical institutions so that specialised medical care is immediately available should any complications arise during childbirth. The scheme "Mukhya Mantri Matritva Suraksha Yojna" which is now in the final stage, will be launched by chief minister Yogi Adityanath. Under the scheme a pre-delivery plan will be formulated for every pregnant woman. High-risk pregnant women will also be identified and provided with immediate, superior medical care. They will receive nutrition kits, AYUSH kits, delivery kits, and nutritional support during the prenatal period. These women will also benefit from existing government schemes including Ayushman card, Janani Suraksha Yojna based upon eligibility. "In many cases, families are poor. Hence, we shall provide them with all state sponsored schemes to support medically and financially," said Singh. Women who have already had multiple children will be identified and encouraged to undergo sterilisation. UP has studied models of maternal health in other states such as Tamil Nadu, to plan the scheme....