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Consumers' perceptions of preconception health
Linda Squiers1, Elizabeth W Mitchell, Denise M Levis
1RTI International, 3040 Cornwallis Road, Research Triangle Park, NC 27709, USA. lsquiers@rti.org
American Journal of Health Promotion : AJHP
|January 5, 2013
Summary
Understanding preconception health (PCH) is key for prospective parents. Marketing PCH messages focusing on promoting a healthy baby, rather than preventing negative outcomes, resonates better with women.
Area of Science:
- Public Health
- Social Marketing
- Health Communication
Background:
- Preconception health (PCH) is crucial for maternal and infant well-being.
- Developing effective social marketing strategies requires understanding consumer perspectives.
Purpose of the Study:
- To inform the development of a preconception health (PCH) social marketing plan.
- To gather qualitative insights from prospective consumers regarding PCH.
Main Methods:
- Conducted 10 focus groups with women aged 18-44 in Atlanta, Georgia.
- Segmented participants based on pregnancy plans and socioeconomic status.
- Utilized the four Ps of social marketing (product, price, promotion, place) to guide inquiry.
Main Results:
- Perspectives on PCH as a product varied between women planning and not planning a pregnancy.
- Identified barriers to PCH, including lack of social support, addiction, and awareness.
- Participants preferred framing PCH as 'promoting a healthy baby' over preventing adverse outcomes.
- Preferred communication channels included healthcare providers.
Conclusions:
- Findings will guide the creation of a social marketing plan for PCH.
- Insights will inform the development of concepts for a national PCH campaign.
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