Developing Targeted Client Communication Messages to Women in Bangladesh: A Qualitative Approach Based on Women’s and Family Members’ Perceptions and Knowledge of Antenatal Care

Abstract

Background: Timely and appropriate evidence-based practices during antenatal care improve maternal and neonatal health. There is a lack of information on how pregnant women and families perceive antenatal care in Bangladesh. This study explores their perceptions towards developing targeted client communication via text messages for increasing antenatal care utilization, as part of an implementation of an electronic registry for maternal and child health.Methods: We conducted this qualitative study between May and June 2017 in two sub-districts of Chandpur district, Bangladesh. We selected study participants by purposive sampling. A total of 24 in-depth interviews were conducted with pregnant women (n=10), lactating women (n=5), husbands (n=5), and mothers-in-law (n=4). The health belief model was used to guide data collection and analysis. Thematic analysis was carried out manually. We used behavior change techniques to inform the development of targeted client communications based on the thematic results.Results: Almost no respondents mentioned antenatal care as a preventive form of care, and only perceived it as necessary if any complications developed during pregnancy. Knowledge of the content of antenatal care and pregnancy complications was low. Women reported a variety of reasons for not attending ANC, including the lack of information on the timing of ANC; lack of decision-making power; long-distance to access care; being busy with household chores and not being satisfied with the treatment by health care providers. Study participants recommended phone calls as their preferred communication strategy when asked to choose between the phone call and text message, but saw text messages as a feasible option. We developed a library of 43 automatically customizable text messages to increase ANC utilization. Conclusions: Pregnant women and family members had limited knowledge about antenatal care and pregnancy complications. Effective health information through text messages could increase awareness of antenatal care among study participants. This study presents an example of designing targeted client communication to increase antenatal care utilization within formal scientific frameworks, including a taxonomy of behavior change techniques.