A Communication Strategy Template for Increasing Practitioner and Patient Knowledge to Improve Breastfeeding Outcomes Öffentlichkeit
Koenig, Lydia Rose (2015)
Published
Abstract
Breastfeeding is widely understood in public health to be beneficial for both mothers and children. It provides ideal nutrition, decreased risk of disease and natural birth spacing. Recommendations are exclusive breastfeeding for about six months, followed by continued breastfeeding alongside introducing complimentary foods for at least one year. Despite these recommendations, many mothers intending to breastfeed find it difficult to reach these goals due to a variety of barriers that can shorten the duration of breastfeeding. Significant progress has been made in the United States in increasing the percentage of breastfeeding initiation, but increasing the amount of extended breastfeeding remains a challenge. This is a larger issue in certain locations, minorities, and low-income populations. To address this problem, a supplemental online educational strategy is proposed to extend the reach of current educational programs and provide patients with a guide on how to address breastfeeding barriers they encounter. The proposed communication strategy is provided as a template that can be targeted to different populations. The program can be adjusted based on needs of the community, and local resources can be incorporated in the information provided. The template includes a review of suggested existing breastfeeding instructional resources to be adapted. Each source was reviewed for strengths and weaknesses, and suggestions for potential changes to the content are provided. Recommendations are also included on program implementation and evaluation methods to assure an effective strategic communication program. When implemented alongside existing educational programs and resources with support from local partners, this program could provide a consistent and valuable source of information from an already trusted resource (hospitals, community centers, local breastfeeding organizations, or local health departments). Promoted effectively, the resource can provide valuable information to breastfeeding mothers in the community, giving them self-confidence in their ability to breastfeed, advice on how to overcome common problems, and information on who to contact if they find themselves facing trouble.
Table of Contents
Chapter 1: Introduction, Problem Statement, Purpose, Goals 1
Introduction and Rationale 1
Healthy People Breastfeeding Objectives. 2
Problem statement 3
Infant Feeding Problems. 7
Maternal Breastfeeding Problems. 9
Health Communication Purpose 12
Hypothesis 12
Significance statement 12
Health Communication Goals and Objectives 12
Overall Goal. 12
Goal 1. 13
Goal 2. 13
Objectives of the Online Breastfeeding Educational Strategy: 13
Short term objectives. 13
Long term objectives. 13
Chapter 2: Audience Analysis 14
Ethical Dilemmas 14
Nonmaleficence 15
Beneficence. 16
Autonomy. 17
Justice. 19
Professional/Patient Relationship. 20
Primary Audience: Breastfeeding mothers 21
Audience Analysis. 21
Cultural Considerations. 22
Secondary Audience: Healthcare Educators, and Family members. 24
Audience Analysis. 24
Cultural Considerations. 26
Chapter 3: Health Communication Theories 30
Theoretical Framework 30
Individual level- Health Belief Model. 31
Intrapersonal Level- Social Cognitive Theory. 33
Community Level- Diffusion of Innovation Theory. 35
Planning Model Theories 38
Strategic Framework 39
Planning Model Framework 42
Chapter 4: Health Communication Message Strategy, Implementation and Monitoring 47
Health Communications Message Strategy 47
Creative Brief for Breastfeeding Promotion for Mothers Experiencing Complex Breastfeeding Barriers 47
Tailoring Existing Materials on Overcoming Breastfeeding Barriers and Establishing an Effective Breastfeeding Relationship 49
Identifying Materials and Templates for Adaption 49
Deciding on Changes to Make 67
Completing the Necessary Changes 67
Pretesting the Adapted Materials 67
Producing the Revised Materials 68
Retesting 68
Channel Matrix 68
Implementation and Monitoring 71
Produce and Disseminate 72
Train trainers and field workers 72
Mobilize key participants 73
Manage and monitor program 73
Adjust program based on monitoring 73
Chapter 5: Health Communication Evaluation Plan and Conclusions 75
Health Communication Evaluation Plan 75
Evaluation and Replanning 75
Analysis of Data and Interpretation 81
Data Dissemination 81
Determine Future Needs 82
Revise/redesign program 82
Conclusions 82
References 83
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