Consumers’ Perceptions of Preconception Health
Published Date:2013 Jan-Feb
Source:Am J Health Promot. 2013; 27(3 0):S10-S19.
Health Focus: Preconception Health
Health Knowledge, Attitudes, Practice
Manuscript Format: Research
Outcome Measure: Knowledge And Attitudes About Preconception Health
Research Purpose: Descriptive
Risk Reduction Behavior
Strategy: Social Marketing
Study Design: Focus Groups
Target Population: Middle To Low-income Women Of Childbearing Age
Target Population Circumstances: Age, Income Level
Pubmed Central ID:PMC4487640
Funding:CC999999/Intramural CDC HHS/United States
To inform the development of a preconception health (PCH) social marketing plan, we conducted qualitative research with prospective consumers.
We present formative findings based on the four Ps of social marketing: product, price, promotion, and place.
We conducted focus groups with 10 groups of women in Atlanta, Georgia, in fall 2010.
We classified women aged 18 to 44 into five groups based on their pregnancy plans, and then further segmented the groups based on socioeconomic status for a total of 10 groups.
The focus group guide was designed to elicit participants’ responses about the product, price, promotion, and placement of PCH. We used NVivo 9 software to analyze focus group data.
Women planning a pregnancy in the future had different perspectives on PCH as a product than women not planning a pregnancy. Barriers to PCH included lack of social support, addiction, and lack of awareness about PCH. Participants preferred to think of PCH behaviors as “promoting” a healthy baby rather than preventing an unhealthy birth outcome. Many women in the focus groups preferred to hear PCH messages from a health care provider, among other channels.
The results from this research will inform the development of a social marketing plan for PCH and the development of concepts that will be tested with consumers to determine their viability for use in a national campaign.
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