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Am J Health Promot. 2013 Jan-Feb;27(3 Suppl):S10-9. doi: 10.4278/ajhp.120217-QUAL-95.

Consumers' perceptions of preconception health.

Author information

1
RTI International, 3040 Cornwallis Road, Research Triangle Park, NC 27709, USA. lsquiers@rti.org

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.

PMID:
23286658
PMCID:
PMC4487640
DOI:
10.4278/ajhp.120217-QUAL-95
[Indexed for MEDLINE]
Free PMC Article
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