A WIC Agency Drip Marketing Campaign Is Well Received and Improves Program Participation and Retention: A...

Area of Science:

• Public Health Nutrition
• Health Communication
• Program Evaluation

Background:

• Limited understanding exists regarding the impact of text messaging on child retention within the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC).
• Investigating novel communication strategies is crucial for optimizing WIC program effectiveness and participant engagement.

Purpose of the Study:

• To evaluate the effectiveness of WICBuzz, a text message marketing campaign, on WIC participant retention and engagement.
• To compare outcomes between a WIC agency utilizing WICBuzz and a control WIC agency receiving standard care.
• To assess WIC participants' perceptions of the added value provided by the WICBuzz campaign.

Main Methods:

• A quasi-experimental design with pre- and post-implementation measurements was employed.
• Quantitative analysis of WIC management information system data and qualitative analysis of participant survey data were integrated.
• Propensity score weighting and difference-in-difference modeling were used for statistical analysis.

Main Results:

• The WICBuzz campaign was associated with a 6.7% increase in recertification rates and a 7.4% increase in retention.
• A significant 10.9% increase in household WIC participation was observed in the intervention group compared to the control.
• The majority of WICBuzz recipients reported enhanced WIC knowledge and improved perceptions of the program's value.

Conclusions:

• Text message campaigns, such as WICBuzz, demonstrate potential for improving participation and retention in WIC programs.
• Targeted messaging can enhance participants' understanding and appreciation of WIC services.
• Mobile communication strategies offer a promising avenue for strengthening public health nutrition program outreach.