Methods: Descriptive analysis was used to evaluate the impact of different marketing strategies. Data include output from each marketing strategy (numbers of activities and people engaged) and de-identified participants’ recruitment information. After launching the online and radio marketing, we conduct focus group interviews with mothers to explore how they would talk to their friends about prenatal and postpartum care. They also give feedback on UHHS marketing materials. A total of 25 women from areas with high IMR and MMR participated in focus groups. Thematic analysis was used to find emergent themes.
From December 2019 to March 2021, a total of 160 participants were outreached by the program, including 132 females and 28 males. Majority of them self-identified as African Americans (n=116, 72.5%), and 24.3% identified as Hispanic (n=39). The outreach participant numbers reached three peaks in 16 months, and they were in tune with the implementation of marketing strategies. Emergent themes from the focus groups reveal that what mothers want most is to be made aware of the danger that Black mothers face in pregnancy. They want to hear other mothers’ stories of how obtaining prenatal and postpartum care saved their life or their babies’ lives. Emergent themes also reveal a need for a cohesive community among mothers and advocacy when interacting with healthcare professionals.
Conclusions and Implications:
Results show that the use of mobile media resulted in higher numbers of potential participants reached. Radio spots and social media had the greatest impact in increasing interest in participation. Focus group findings suggest a need for a marketing campaign that highlights stories of healthy mothers and patient advocacy. Maternal and child health programs are a critical vehicle to connecting Black mothers at risk for complications and death during pregnancy.To achieve equity in the racial disparity of maternal and infant health, community-based programs consistently innovate to engage participants.