Lactation Advice through Texting Can Help: An Analysis of Intensity of Engagement via Two-Way Text Messaging

Area of Science:

• Public Health
• Maternal and Child Health
• Health Communication

Background:

• Breastfeeding initiation and duration rates are significantly lower among women participating in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) compared to nonparticipants.
• Innovative interventions are necessary to enhance breastfeeding support and outcomes within this population.
• The Lactation Advice through Texting Can Help (LATCH) study was developed to supplement and reinforce existing WIC breastfeeding peer counseling services.

Purpose of the Study:

• To examine engagement patterns through two-way text messaging within the LATCH study.
• To assess the relationship between text message engagement variables and exclusive breastfeeding status among WIC participants.
• To describe the nature of engagement within a text-based breastfeeding support intervention.

Main Methods:

• Qualitative coding of text message data by two independent researchers to define engagement variables.
• Descriptive statistics were used for normally distributed engagement data.
• Binary logistic regression analysis was employed to assess associations between engagement and exclusive breastfeeding.

Main Results:

• Text message engagement data were systematically coded and analyzed to identify key engagement variables.
• Intensity of engagement during the initial two weeks postpartum emerged as the most significant predictor of exclusive breastfeeding.
• Descriptive statistics and regression models provided insights into engagement patterns and their impact.

Conclusions:

• The LATCH intervention effectively augments WIC breastfeeding peer counseling by leveraging text messaging.
• Text message engagement intensity, particularly early postpartum, is a critical factor for achieving exclusive breastfeeding.
• The LATCH program demonstrates considerable potential for improving exclusive breastfeeding rates among WIC participants.