1. Introducing the Healthy Parents, Healthy Children Resources

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

3. 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.

4. 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.

5. Health Product Development Model
There are five phases to this work:
Phase 2 Product Analysis April 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 Mar 2015

6. 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.

7. 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

8. Phase 2: Product Analysis
Phase 2 Product Analysis April 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

9. 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

10. 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 March 2013
Intercept interviews were conducted with expectant parents and parents of young children in 3 centres in the summer of 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.

11. 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. , Facebook®, Twitter®, etc.)

12. Smart Phone

13. Tablet

14. Content page-screenshot

15. 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 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!

16. Print resources
Pregnancy and Birth The Early Years

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

18. 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
Marketing plan: earned media, Social Media Campaign ( Facebook®, Twitter®), online advertising

20. Expectant Parent card

21. Birth up to 6 years old card

22. 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

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

24. 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

25. Contacts
Maureen Devolin, Acting Director, Reproductive Health, Healthy Child and Youth Development, PPH Judy Meintzer, Acting Manager, Early Childhood Reproductive Health, Healthy Child and Youth Development, PPH

26. Questions ??