Understanding motivators and barriers to children's oral health care among low-SES parents and pregnant women

Background/purpose: Delta Dental of Colorado Foundation seeks to eradicate tooth decay among children ages 0-3, focusing on the 20 percent of the population with 80 percent of the cavities. The Foundation wanted to strengthen its public education efforts by better understanding its target audience: low-income pregnant women and parents of young children, including the growing Hispanic population. Methods: Working with Metropolitan Group (MG) and Customer Innovations (CI), the Foundation assessed current oral health promotions, reviewed third-party literature, and interviewed stakeholders on challenges and opportunities in reaching the audience. The team then recruited 48 individuals to participate in in-home interviews in English and Spanish. This 1:1 format allowed an in-depth conversation and also provided insight into how home environment might affect oral health. An independent review board approved the entire process to ensure cultural sensitivity and academic rigor. Results/outcomes: Research results enabled the team to segment the audience into four personae types defined by their level of oral health knowledge and their propensity to learn and adopt new behaviors. The team also built a message frame and public will building strategy based on a closely-held value shared across the population: the power of education to change their children's lives, and the strong perceived connection between oral health, education and future success. Conclusions/implications: The research is informing the Foundation's planning for its next phase intervention, which will be underway by the APHA conference and be included in our presentation. It also provides insight for others working to reach this population.