Encouraging breastfeeding: financial incentives

Area of Science:

• Public Health
• Maternal and Child Health
• Health Services Research

Background:

• Low breastfeeding initiation and duration rates in certain areas necessitate innovative interventions.
• The Nourishing Start for Health (NOSH) study investigates financial incentives to improve breastfeeding.
• Phase one focused on understanding stakeholder perspectives on incentive scheme design.

Purpose of the Study:

• To explore practical aspects and stakeholder views on a financial incentive scheme for breastfeeding.
• To inform the design of the NOSH study's feasibility phase based on participant feedback.

Main Methods:

• Qualitative study involving interviews and focus groups.
• Participants included 38 women and 53 healthcare providers.
• Explored preferences for incentive type, amount, and proof of breastfeeding.

Main Results:

• Both women and healthcare providers favored shopping vouchers over cash payments.
• A total incentive amount of £200-£250 was considered reasonable.
• A signed statement confirmed by a healthcare professional was the preferred method for verifying breastfeeding.

Conclusions:

• Stakeholder preferences suggest shopping vouchers are a viable incentive for breastfeeding support.
• Concerns exist regarding the potential negative impact of stringent proof requirements on women and provider relationships.
• The findings directly informed the practical design of the NOSH study's incentive scheme.