241207 Maternal & Newborn Health: A localized text4baby service to include local San Diego information

Tuesday, November 1, 2011

Anna Hoff, BA , National Latino Research Center, California State University San Marcos, San Marcos, CA
Konane Martinez, PhD , National Latino Research Center, California State University San Marcos, San Marcos, CA
Yvette Lacoursiere, MPH, MD , Obstetrics and Gynecology, University of California, San Diego, La Jolla, CA
Kitty Bailey, MSW , San Diego, San Diego County Medical Society Foundation, San Diego, CA
Paul Meyer, JD , Voxiva, Washington, DC
Basic prenatal education and early prenatal care have been shown to improve maternal and child well-being, yet they are not getting to the women most in need. Of 46,000 pregnant women in San Diego County (SD) each year, 19%of all women and 23% of Hispanic women do not obtain early prenatal care. While low-income women have the least access to prenatal and maternal services, the vast majority have cell phones. Cell phones are particularly important in reaching and engaging low-income and underserved populations and are an effective method for providing health education and overcoming geographic and linguistic barriers. Text4baby (T4B), a national, bilingual mobile health service provides prenatal/postnatal information and resources via text message to improve maternal and infant health.To increase the effectiveness of T4B in reaching SD women and connecting them to care, a coalition of partners in SD is 1) customizing T4B to include local health resources in lieu of national 1-800 numbers 2) assessing the cultural and linguistic appropriateness of Spanish messages and 3) evaluating the service. A mixed methods approach is being employed to evaluate 1) user satisfaction 2) behavior and knowledge related to prenatal, postpartum and infant health, and 3) the potential impact that customization has on reducing barriers to accessing care and resources available to the diverse SD community. The presentation will share lessons learned, preliminary results from the evaluation, and a model on how to develop and launch a customized T4B service aimed at improving the health of vulnerable and underserved communities.

Learning Areas:
Diversity and culture
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Social and behavioral sciences

Learning Objectives:
At the end of the session, participants will be able to: 1) Articulate the text4baby service and identify opportunities to design a demographic and region-specific text4baby service 2) Assess the methods to ensure cultural and linguistic appropriateness 3) Evaluate the efficacy of texting to promote health and increase prenatal care usage rates

Keywords: Maternal Health, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the program coordinator for the text4baby San Diego pilot project and evaluation
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.