Using Focus Groups and Social Marketing to Strengthen Promotion of Group Prenatal Care

• Autores: Susan C Vonderheid, Carrie, S. Klima, Kathleen Fordham Norr, Mary Alice Grady, Claire M Westdahl
• Localización: Advances in Nursing Science, ISSN 0161-9268, Vol. 36, Nº. 4, 2013, págs. 320-335
• Idioma: inglés
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• Resumen

  • Centering Pregnancy, an innovative group model of prenatal care, shows promise to reduce persistent adverse maternal-infant outcomes and contain costs. Because this innovation requires systemwide change, clinics reported needing support enrolling women into groups and obtaining organizational buy-in. This study used the 3-step social marketing communication strategy to help clinic staff identify key customers and customer-specific barriers to adopting or supporting Centering Pregnancy. They developed targeted information to reduce barriers and built skills in communicating with different customers through role-playing. Findings provide practical information for others to use this communication strategy to improve implementation of Centering Pregnancy.