title: Using focus groups and social marketing to strengthen promotion of group prenatal care.
abstract: 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.
authors.affiliation: University of Illinois at Chicago (Drs Vonderheid, Klima, and Norr); and Centering Healthcare Institute, Boston, Massachusetts (Mss Grady and Westdahl).
authors.forename: Susan C
authors.initials: SC
authors.lastname: Vonderheid
authors.forename: S Klima
authors.initials: SK
authors.lastname: Carrie
authors.forename: Kathleen F
authors.initials: KF
authors.lastname: Norr
authors.forename: Mary Alice
authors.initials: MA
authors.lastname: Grady
authors.forename: Claire M
authors.initials: CM
authors.lastname: Westdahl
mesh_terms: D003142:Communication; D003695:Delivery of Health Care / Q000379:methods / Q000458:organization & administration*; D005260:Female; D017144:Focus Groups; D006801:Humans; D010342:Patient Acceptance of Health Care; D011247:Pregnancy; D011295:Prenatal Care / Q000191:economics / Q000379:methods / Q000458:organization & administration*; D036301:Qualitative Research; D040241:Social Marketing