Consumers' Perceptions of Preconception Health. Issue 3 (January 2013)

• Record Type: Journal Article
• Authors: Squiers, Linda; Mitchell, Elizabeth W.; Levis, Denise M.; Lynch, Molly; Dolina, Suzanne; Margolis, Marjorie; Scales, Monica; Kish-Doto, Julia
• Is Part Of: American journal of health promotion. Volume 27:Issue 3(2013)Supplement
• Page Start: S10
• Page End: S19
• Publication Date: 2013-01
• Subjects: Preconception Care -- Qualitative Research -- Social Marketing -- Women's Health -- Prevention Research -- Manuscript format: research -- Research purpose: descriptive -- Study design: focus groups -- Outcome measure: knowledge and attitudes about preconception health -- Setting: community -- Health focus: preconception health -- Strategy: social marketing -- Target population: middle to low-income women of childbearing age -- Target population circumstances: age, income level; Health promotion -- Periodicals; Health Promotion; Health promotion; Periodicals; Periodicals; 613.05
• DOI: 10.4278/ajhp.120217-QUAL-95
• Languages: English
• ISSNs: 0890-1171

Abstract

Purpose: To inform the development of a preconception health (PCH) social marketing plan, we conducted qualitative research with prospective consumers. Approach: We present formative findings based on the four Ps of social marketing: product, price, promotion, and place. Setting: We conducted focus groups with 10 groups of women in Atlanta, Georgia, in fall 2010. Participants: 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. Method: 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. Results: 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. Conclusion: 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.