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Strengthen the Evidence for Maternal and Child Health Programs

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Evidence Tools
MCHbest. Early Prenatal Care.

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Strategy. Communication and Media Strategies

Approach. Create social media and communications campaigns to reach high-risk pregnant women by engaging them in the development of the messages

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Overview. Using a community-driven approach that involves people with practical experience (e.g., high-risk pregnant women) in the formative research and message development and information regarding prenatal care has been found to be effective.[1] "By understanding which media platforms are most successful in reaching the population of interest, public health programs can optimize their communication strategies to promote early access to PNC among populations who need additional support."[1]

Evidence. Moderate Evidence. Strategies with this rating are likely to work. These strategies have been tested more than once and results trend positive overall; however, further research is needed to confirm effects, especially with multiple population groups. These strategies also trend positive in combination with other strategies. (Clarifying Note: The WWFH database calls this "some evidence").

Access the peer-reviewed evidence through the MCH Digital Library or related evidence source. (Read more about understanding evidence ratings).

Source. Peer-Reviewed Literature

Outcome Components. This strategy has shown to have impact on the following outcomes (Read more about these categories):

  • Access to/Receipt of Care. This strategy increases the ability for individuals to obtain healthcare services when needed, including preventive, diagnostic, and treatment services.
  • Health Outcomes. This strategy helps contribute to reducing avoidable differences among socioeconomic and demographic groups or geographical areas in health status and health outcomes such as disease, disability, or mortality.
  • Utilization. This strategy improves the extent to which individuals and communities use available healthcare services.

Detailed Outcomes. For specific outcomes related to each study supporting this strategy, access the peer-reviewed evidence and read the Intervention Results for each study.

Intervention Type. Social Marketing (Read more about intervention types and levels as defined by the Public Health Intervention Wheel).

Intervention Level. Population/Systems-Focused

Examples from the Field. There are currently no ESMs that use this strategy. As Title V agencies begin to incorporate this strategy into ESMs, examples will be available here. Until then, you can search for ESMs that have similar intervention components in the ESM database.

Sample ESMs. Here are sample ESMs to use as models for your own measures using the Results-Based Accountability framework (for suggestions on how to develop programs to support this strategy, see The Role of Title V in Adapting Strategies).

Quadrant 1:
Measuring Quantity of Effort ("What/how much did we do?")

PROCESS MEASURES:

  • Number of social media and communication campaigns developed for pregnant women facing high health risks. (Campaign production output)
  • Number of pregnant women facing health risks engaged in message development. (Measure audience engagement in content creation)

Quadrant 2:
Measuring Quality of Effort ("How well did we do it?")

PROCESS MEASURES:

  • Percent of social media and communication campaigns developed for pregnant women facing high health risks. (Campaign production output)
  • Percent of pregnant women facing health risks engaged in message development. (Measure audience engagement in content creation)

Quadrant 3:
Measuring Quantity of Effect ("Is anyone better off?")

PROCESS MEASURES:

  • Number of pregnant women reporting increased capability and social support following engagement in the communication campaign. (Impact on psychonon-medical influences on health)
  • Number of pregnant women facing health risks who demonstrate increased knowledge and awareness following engagement in the social media campaign. (Impact on audience knowledge)

OUTCOME MEASURES:

  • Number of communities that adopt effective maternal health communication strategies into their systems. (Spread of communication best practices)
  • Number of sustainable funding mechanisms allocated for maternal health communication campaigns tailoring to different populations. (Financial sustainability)

Quadrant 4:
Measuring Quality of Effect ("How are they better off?")

PROCESS MEASURES:

  • Percent of pregnant women reporting increased capability and social support following engagement in the communication campaign. (Impact on psychonon-medical influences on health)
  • Percent of pregnant women facing health risks who demonstrate increased knowledge and awareness following engagement in the social media campaign. (Impact on audience knowledge)

OUTCOME MEASURES:

  • Percent of communities that adopt effective maternal health communication strategies into their systems. (Spread of communication best practices)
  • Percent of sustainable funding mechanisms allocated for maternal health communication campaigns tailoring to different populations. (Financial sustainability)

Note. When looking at your ESMs, SPMs, or other strategies:

  1. Move from measuring quantity to quality.
  2. Move from measuring effort to effect.
  3. Quadrant 1 strategies should be used sparingly, when no other data exists.
  4. The most effective measurement combines strategies in all levels, with most in Quadrants 2 and 4.

Learn More. Read how to create stronger ESMs and how to measure ESM impact more meaningfully through Results-Based Accountability.

References

[1]Bate SL, Cannon MJ. A Social Marketing Approach to Building a Behavioral Intervention for Congenital Cytomegalovirus. Health Promotion Practice. 2011;12(3):349-360. doi:10.1177/1524839909336329. https://journals.sagepub.com/doi/10.1177/1524839909336329

This project is supported by the Health Resources and Services Administration (HRSA) of the U.S. Department of Health and Human Services (HHS) under grant number U02MC31613, MCH Advanced Education Policy, $3.5 M. This information or content and conclusions are those of the author and should not be construed as the official position or policy of, nor should any endorsements be inferred by HRSA, HHS or the U.S. Government.