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Key Challenges • Half of all pregnancies are not planned* • Target audience has a wide age range (18-44) and is diverse • The list of PCH behaviors is long • Messaging is challenging (language of PCH ; time period for promoting behaviors is unclear) • Health disparities Finer LB, Henshaw SK. Disparities in rates of unintended pregnancy in the United States, 1994 and 2001. Perspect Sex Reprod Health2006;38(2):90-6
Defining the Issue- A Call To Action Recommendations for preconception health and health care (2006)* Goals for preconception health initiative • Improve the knowledge, attitudes and behavior of men and women related to preconception health • To assure women of childbearing age receive preconception services that contribute to optimal birth outcomes • To reduce risks among women with a previous poor outcome • To reduce disparities by improving the health of all women before pregnancy *Johnson K, Posner SF, Biermann J, Cordero JF, Atrash HK, Parker CS, et al., Recommendations to improve preconception health and health care- United States. A report of the CDC/ATSDR Preconception Care Work Group and the Select Panel on Preconception Care. MMWR Recomm Rep. 2006;55(RR-6):1-23.
Page 1 and 2: Developing a National Social Market
Page 3 and 4: WHAT IS SOCIAL MARKETING?
Page 5 and 6: Problem Description Implementation
Page 7: Defining the Issue - Public Health
Page 11 and 12: Defining the Issue- Consumer Workgr
Page 13 and 14: Defining the Issue- Social Marketin
Page 15 and 16: Market Research Conducted or Underw
Page 17 and 18: Market Research (cont’d) Environ
Page 19 and 20: Market Research- Audience Segmentat
Page 25 and 26: Market Research- Focus Groups Over
Page 27 and 28: Market Research- Couple Interviews
Page 29 and 30: GFK-MRI DATA
Page 31 and 32: What Is GFK/MRI? Secondary market
Page 33 and 34: Internet Activities (Last 30 Days)
Page 41 and 42: Cable, Satellite or Fiber Optic Pro
Page 43: Cable, Satellite or Fiber Optic Pro
Page 46 and 47: Women of Childbearing Age- Planners
Page 48 and 49: Non-Planners are Pre-Contemplators
Page 50 and 51: Planners Short Term Communication G
Page 52 and 53: Market Research- Concept Developmen
Page 55 and 56: Market Research- Concept Developmen
Page 57: Market Research- Concepts, Adcepts
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Social Marketing Phases 3 Market St
Page 74 and 75:
Problem Description Market Research
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NEXT STEPS
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WHAT’S MISSING?
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Questions? On-line social marketin
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