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

Vonderheid, Susan C. PhD, RN; Carrie, S. Klima PhD, CNM; Norr, Kathleen F. PhD; Grady, Mary Alice MS, CNM; Westdahl, Claire M. MPH, CNM, FACNM

doi: 10.1097/ANS.0000000000000005
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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.

University of Illinois at Chicago (Drs Vonderheid, Klima, and Norr); and Centering Healthcare Institute, Boston, Massachusetts (Mss Grady and Westdahl).

Correspondence: Susan C. Vonderheid, PhD, RN, 845 South Damen Ave, Chicago, IL 60612 (vonde@uic.edu).

Conflict of Interest: Susan C. Vonderheid and Kathleen F. Norr declare no conflicts of interest. Carrie Klima is on the faculty and a consultant for the Centering Healthcare Institute. Claire M. Westdahl and Mary Alice Grady are consultants for the Centering Healthcare Institute.

This project was funded by Health Resources and Services Administration, Maternal Child Health Bureau, grant R40MC17174, the University of Illinois College of Nursing, Internal Research Support Program, and the University of Illinois, Campus Research Board. We thank the providers, administrators, nurses, and other staff from clinics in Illinois who shared their views with us.

© 2013Wolters Kluwer Health | Lippincott Williams & Wilkins