designing solutions for first-time moms
DESCRIPTION
TRANSCRIPT
Designing Solutions for First-time Moms
How to get moms to breastfeed
Cristina Leos ([email protected])Stanford University
TheBoobGroup
Proper nutrition is essential to a baby’s development.
NurtureBaby
It helps strengthen the baby’s immune system
Parenting Clan
Improves cognitive development
Preschools4all.com
Promotes mother-baby bonding
Topnews.in
And saves families hundreds of dollars
on formula
Fortunpin
Here are some strategies for getting moms to breastfeed
Buy breastpump
Read weekly
newsletter on benefits
Buy pain-relieving cream for
nipples
Ask family to feed
baby while @work
Join online forum for ?s
Put saved $ towards
special treat each month
Ask healthcare
provider for help
Join support group
Attend a lamaz class
Be a stay at home mom
Hire a wetnurse Buy bras
designed for breastfeeding
Put breast pump/bottles
near crib
Consult a community
health worker
HIGHLY EFFECTIVE AT GETTING MOMS TO BREASTFEED
INEFFECTIVE AT GETTING MOMS TO BREASTFEED
YES, WE CAN GET MOMS TO DO THIS
Use mobile app to learn
and track
Watch video on
techniqueAttend a class on
benefits to baby
Spend 20 min/night sterilizing
pump
Spend 20 min/night pumping
milkNO, WE CAN’T GET MOMS TO DO THIS
Pump extra milk on
weekends to freeze
Tell family& friends
The best options are those in the upper right hand quadrant:
behaviors that we can get moms to do and that are highly effective at getting them
to actually breastfeed.
I will specifically focus on: Watch
video on technique
These are some of the ways moms might watch a video on technique:
MOM WATCHES VIDEO ON BREASTFEEDING TECHNIQUE
Mom reads about
breastfeeding and wants to learn more
Mom asks midwife for advice on
breastfeeding
Mom hears about
breastfeeding from a friend
Mom searches internet for
parenting advice
Mom is referred to video
Mom attends first-time parents
workshop
Mom learns about benefits of
breastfeeding
Mom searches for advice online
Mom struggles to breastfeed at
home
Mom joins online forum for
new parents
Mom reads about
experiences with breastfeeding
Mom asks for more
information and is referred to
video
I tested this pathway
MOM WATCHES VIDEO ON BREASTFEEDING TECHNIQUE
Mom reads about
breastfeeding and wants to learn more
Mom asks midwife for advice on
breastfeeding
Mom hears about
breastfeeding from a friend
Mom searches internet for
parenting advice
Mom is referred to video
Mom attends first-time parents
workshop
Mom learns about benefits of
breastfeeding
Mom searches for advice online
Mom struggles to breastfeed at
home
Mom joins online forum for
new parents
Mom reads about
experiences with breastfeeding
Mom asks for more
information and is referred to
video
I wanted to provide a video for moms who are new to breastfeeding.
These women are likely to search for advice online, specifically in places like
online forums.
I posted a link to an informational video on a discussion board
in various forums.
Loudat
Tracking the number of clicks gives a rough indication of how many women
watched the video
What did I learn?
You want your audience to trust your expertise
Forums are a rich resource where parents can ask questions and find information, but
credibility may be hard to establish
You must provide a hot trigger with easy access to your solution
Clicking a link to watch a video provides simple and quick access, but must target the right people and prompt your audience to take
immediate action – that’s what makes it “hot”
Tap into interpersonal connections
Interpersonal connections are powerful sources for channeling information. These likely exist in
your target population, it’s only a matter of finding where they are.
There are many ways to get first-time moms to breastfeed, this is just one example of my
ongoing efforts to help women breastfeed.
Thank you!
For more information or to give feedback:
Email me [email protected]
or Follow me on Twitter
(@consider_change)