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Augustine McDaniel-Smith, MBA, Inland Empire Division, March of Dimes, 3600 Lime Street Suite 520, Riverside, CA 92501, Tamarra C. Jones, MPH, CHES, Department of Health Promotion and Education, Loma Linda University, Loma Linda University, School of Public Health, Loma Linda, CA 92350, 909-341-0903 ext 26, tjones@marchofdimes.com, Rachel Gonzales, MPH, School of Public Health, University of California Los Angeles, Community Health Sciences, P.O. Box 951772, Los Angeles, CA 90095-1772, and Amy S. Myerson, MA, Health and Media Research Group, UCLA School of Public Health, Department of Community Health Sciences, P.O. Box 951772, Los Angeles, CA 90095-1772.
Prenatal exposure to alcohol and drugs continues to be a major cause of negative birth outcomes. In San Bernardino County, California, approximately 15% of women test positive for drugs at delivery. Yet, many do not receive the treatment they need. It is estimated that less than 1% of pregnant women referred to substance abuse treatment were referred by their healthcare provider. However, healthcare providers can be instrumental in intervening during pregnancy because of their prolonged intimate contact with patients. There are several reasons why providers do not routinely screen; time constraints, lack of training regarding screening protocols, and perceived limitations regarding treatment effectiveness and/or availability. To address this issue, the March of Dimes implemented a Prenatal Substance Abuse Referral Project using social marketing strategies in healthcare provider practices. Social marketing is a process that uses techniques from traditional marketing concepts. However, instead of promoting a product, the purpose is to motivate behavior change. The project has utilized the following marketing methods, a simple referral protocol; free educational materials for staff and patients; regular office visits and technical support; incentives for office participation and compliance, and acknowledgement in our quarterly newsletter, to recruit participation. To date, 41 offices have been recruited. As a result, providers have referred 145 women to treatment with 71 women reported to have entered into treatment. The project has maintained a referral success rate of approximately 50% since its inception. The potential for utilizing a social marketing strategy to influence protocol changes is effective and replicable.
Learning Objectives: The opportunity to share information regarding the development and implementation of this social marketing campaign can provide other healthcare professionals with an alternative approach to promoting behavior change. At the conclusion of the session, participants will be able to
Keywords: Substance Abuse Treatment, Perinatal Health
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.