Introducing the Healthy Parents, Healthy Children Resources

Presentation Overview Background Project Goal Health Product Development Model Resources Role of Healthcare Professionals Questions and Discussion

Background Identified need for standardized, evidence-informed pregnancy and birth, and early childhood provincial products. Multiple products currently used provincially by expectant parents and parents of young children, healthcare professionals.

Project Goal To develop, implement and evaluate standardized provincial products for expectant parents, parents of children from birth to 5 years of age, and healthcare professionals in Alberta.

Health Product Development Model There are five phases to this work: Phase 2 Product Analysis April 2011- Jan 2012 Phase 3 Product Development and Implementation Jan 2012 – Mar 2013 Phase 4 Dissemination and Marketing April – Sept 2013 Phase 5 Product Quality Improvement and Enhancements ongoing Phase 1 Planning April-May 2011 Phase 4 Dissemination and Marketing April – Sept 2013 Product and Process Evaluation On-going April 2011- Mar 2015

Voice of the Market Hearing and Responding to the voice of the market (VOM) with the right products, messages, and interventions at the right places. We do this by taking information from customers and consumers to create products that promote the health of diverse populations.

Health Promotion Collaborative Population and Public Health Teams Phase 1 Planning April-May 2011 Phase 1: Planning PEaCh HPC and Working Group made up of Zones and Provincial Population and Public Health Advise, guide & participate in the development of pregnancy and birth, and early childhood products throughout phases Working Group will liaise with each other and the PEaCh -HPC All work coordinated by Population and Public Health (HPDIP, now Healthy Living) PEaCh Health Promotion Collaborative Population and Public Health Teams Reproductive Health, Early Childhood, Health Marketing, Research and Innovation Working Group Pregnancy and Birth ----------------------------------------- Early Childhood

Phase 2: Product Analysis Phase 2 Product Analysis April 2011- Jan 2012 Phase 2: Product Analysis Market research conducted using self report surveys with: parents (n = 1445) healthcare professionals (n = 544) physicians and midwives (n = 72) Criteria to form a product filtering tool developed Filtering tool then evaluated nine existing resources on pregnancy and birth, and early childhood

Highlights from product filtering Current resources did not fully meet the needs and preferences of parents and healthcare professionals Health For Two consistently scored in the top three or four in all criterion categories Recommendation: Strengths of all of the resources be incorporated into a new provincial format with Health For Two be used as a benchmark for product functionality

Phase 3: Product Development Phase 3 Product Development and Implementation Jan 2012 – Dec 2013 Intercept interviews conducted with expectant parents and parents of young children Resource drafts disseminated multiple times to provincial stakeholders acute care, public health, allied health, primary care providers, and health promotion and disease prevention content experts Hundreds of healthcare providers and content experts across the province were involved Product development spanned from Jan 2012- March 2013 Intercept interviews were conducted with expectant parents and parents of young children in 3 centres in the summer of 2012- Calgary, Red Deer and Lethbridge. The goal of the parent intercept interviews was to obtain parents feedback on various functional features of the resources that were under development at the time of the interviews. Parents were asked about resource style (size, bound or coil, pockets), interactive components, photos or drawings, slogans and possible titles for the resource. At total of 72 parents were involved, approximately 19 % male and 81% female. Other parts of development included – circulation of draft content across the province for the two resources Several review phases were included for each resource and efforts were made through HPC and WG members to involve key stakeholders in the process – used zone representation to disseminate these drafts. Content experts in acute care………… were included in the process and given the opportunity to provide feedback and suggest alternate or additional content. Because we hadn’t done this across the province before – we worked with the WG to set up a process for content expert involvement and zone review and specific content areas to be included in issue logs. Subcommittees were set up for special areas – including prenatal – postpartum – early childhood – to address inconsistent information and how we would move to consistent messaging across the province in these areas. It is interesting to note that at the same time we were doing this there was a provincial group looking at determining consistent maternal and infant assessment standards across the province – so we piggybacked on the great work that had already been started, making this resource consistent with that information. This is just one example of utilization of our provinces great work in many areas and the collaborative efforts that had already begun to assist this work. We recognize that this is continuing across the province and these resources can continue to take advantage of that fine work that is being done as we move forward in our continual quality improvement process.

Online resource Provide an interactive and user-friendly tool that meets the need of the audience Provide the ability to share information and resources (i.e. Email, Facebook®, Twitter®, etc.)

Smart Phone

Tablet

Content page-screenshot

Online Features Webisode/PSA Parent series: Electronic eCards A form of “edutainment” that integrates key messaging into a storyline that parents can relate to Electronic eCards A series of eCards that both customers and consumers can use to spread the HPHC key messaging. Electronic greeting cards were developed to be sent via e-mail to promote our healthy parents healthy children messages. The card will include points of entry to health information and resources Facebook Page A place to join in discussion or share news and events, post events, news, discussions and encourage audience engagement Electronic Badges Provides up-to-date, credible health content to the users favorite online medium – no more searching or browsing!

Print resources Pregnancy and Birth The Early Years

Highlights of content development Baby Friendly considerations/Breastfeeding New standards Maternal/infant assessment guidelines Nutrition Services updated recommendations Postnatal and newborn overlap

Phase 4: Dissemination and Marketing Phase 4 Dissemination and Marketing April – Sept 2013 Phase 4: Dissemination and Marketing Accountable, streamlined provincial dissemination plan developed with stakeholder feedback Electronic version live June 2013 Information card offered to all target groups provincially Print version offered to expectant parent cohort 52,000 copies of both resources printed for 2013-2014 Marketing plan: earned media, Social Media Campaign ( Facebook®, Twitter®), online advertising

Expectant Parent card

Birth up to 6 years old card

Phase 5: Quality Improvement Phase 5 Product Quality Improvement and Enhancements ongoing Phase 5: Quality Improvement Develop and test process for continuous product review and improvement Product enhancements

Ongoing Product Evaluation Parent surveys Parent focus groups – as needed Healthcare and primary care provider surveys Product and Process Evaluation On-going

Role of Healthcare Professionals Knowledge and awareness of Content Distribution and marketing Navigating resources Promote resource use with consumers. Distribute information cards to parents of children birth to six years old. Model use of resource Provide feedback about resources Encourage consumer feedback

Contacts Maureen Devolin, Acting Director, Reproductive Health, Healthy Child and Youth Development, PPH Maureen.devolin@albertahealthservices.ca Judy Meintzer, Acting Manager, Early Childhood Reproductive Health, Healthy Child and Youth Development, PPH Judy.meintzer@albertahealthservices.ca

Questions ??