Using focus groups and social marketing to strengthen promotion of group prenatal care

ANS Adv Nurs Sci. 2013 Oct-Dec;36(4):320-35. doi: 10.1097/ANS.0000000000000005.


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.

MeSH terms

  • Communication
  • Delivery of Health Care / methods
  • Delivery of Health Care / organization & administration*
  • Female
  • Focus Groups*
  • Humans
  • Patient Acceptance of Health Care
  • Pregnancy
  • Prenatal Care / economics
  • Prenatal Care / methods
  • Prenatal Care / organization & administration*
  • Qualitative Research
  • Social Marketing*