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Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
Designing solutions for first-time moms
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Designing solutions for first-time moms

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  • 1. Designing Solutions for First-time MomsHow to get moms to breastfeed TheBoobGroup Cristina Leos (cristina.leos1@gmail.com) Stanford University
  • 2. NurtureBabyProper nutrition is essential to a baby’s development.
  • 3. It helps strengthen the baby’s immune system Parenting Clan
  • 4. Improves cognitivedevelopment Preschools4all.com
  • 5. Topnews.in Promotes mother-baby bonding
  • 6. And saves families hundreds of dollars on formulaFortunpin
  • 7. Here are some strategies forgetting moms to breastfeed
  • 8. HIGHLY EFFECTIVE AT GETTING Buy breast MOMS TO BREASTFEED pump Hire a wetnurse Buy bras designed for Be a stay at breastfeeding home mom Consult a Pump extra Join online Put breast community Ask milk on forum for ?s Spend 20 pump/bottles health healthcare weekends near crib worker min/night provider for to freeze Watch pumping Spend 20 help Use mobile Attend a min/nightmilk app to learn video onNO, WE CAN’T GET class on sterilizing and track techniqueMOMS TO DO THIS Read benefits to pump YES, WE CAN GET weekly baby MOMS TO DO THIS newsletter on benefits Put saved $ towards Buy pain- special treat relieving Attend a each month lamaz class cream for nipples Join support Ask family group to feed Tell family& baby while friends INEFFECTIVE AT GETTING @work MOMS TO BREASTFEED
  • 9. The best options are those in the upper righthand quadrant: behaviors that we can get moms to do and that are highly effective at getting them to actually breastfeed. WatchI will specifically focus on: video on technique
  • 10. These are some of the ways moms might watch a video on technique: Mom hears Mom joins about online forum for breastfeeding new parents from a friend Mom attends Mom asks Mom reads Mom searches Mom struggles first-time midwife for about internet for to breastfeed at parents advice on experiences withparenting advice home workshop breastfeeding breastfeeding Mom reads Mom asks for about Mom learns more Mom searches Mom is referred breastfeeding about benefits of information and for advice online to video and wants to breastfeeding is referred to learn more video MOM WATCHES VIDEO ON BREASTFEEDING TECHNIQUE
  • 11. I tested this pathway Mom hears Mom joins about online forum for breastfeeding new parents from a friend Mom attends Mom asks Mom reads Mom searches Mom struggles first-time midwife for about internet for to breastfeed at parents advice on experiences withparenting advice home workshop breastfeeding breastfeeding Mom reads Mom asks for about Mom learns more Mom searches Mom is referred breastfeeding about benefits of information and for advice online to video and wants to breastfeeding is referred to learn more video MOM WATCHES VIDEO ON BREASTFEEDING TECHNIQUE
  • 12. I wanted to provide a video for moms who are new to breastfeeding. These women are likely to search foradvice online, specifically in places like online forums.
  • 13. I posted a link to an informational video on a discussion board in various forums. Tracking the number of clicks gives arough indication of how many women watched the video Loudat
  • 14. What did I learn?
  • 15. You want your audience to trust your expertise Forums are a rich resource where parentscan ask questions and find information, but credibility may be hard to establish
  • 16. You must provide a hot triggerwith easy access to your solutionClicking a link to watch a video provides simple and quick access, but must target the right people and prompt your audience to takeimmediate action – that’s what makes it “hot”
  • 17. Tap into interpersonal connectionsInterpersonal connections are powerful sources for channeling information. These likely exist in your target population, it’s only a matter of finding where they are.
  • 18. There are many ways to get first-time momsto breastfeed, this is just one example of my ongoing efforts to help women breastfeed.
  • 19. Thank you! For more information or to give feedback: Email mecristina.leos1@gmail.comor Follow me on Twitter (@consider_change)

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