This document outlines a study that used qualitative research to understand women's experiences with smoking cessation support during pregnancy in Oldham, England. The results showed conflicting influences around stopping smoking and engaging with services. Researchers then developed an evidence-based strategy to address smoking in pregnancy using a heuristic model based on the study findings. The strategy aimed to increase promotion of smoking cessation and engagement with prenatal services.

1. Developing Evidence based Strategy to tackle Smoking in Pregnancy using views of Service UsersResearch(Need to increase sizeof top left quadranti.e. promote stop smoking and increase engagement with service)Strategy (Operationaldetails developed from stakeholder views)

2. Women’s Experience of Smoking Cessation Support during PregnancyA Modi,1 L Wilkins,1 B Hanratty21. NHS Oldham2. University of Liverpoola.modi@nhs.net

3. Qualitative research was carried outto assess the experiences of women who smoked during pregnancy of the stop smoking support in Oldham Results showed there were conflicting influences around stopping smoking and engaging with servicesThe slide shows how original research can be used to develop a strategy to address smoking in pregnancyClear focussed message

4. The heuristic model on the left, shows the findings of the research representing conflicting influencesThis suggests that promoting stopping smoking and engaging with pregnant women who smoke would reduce the proportion of women who smoke one needs to make the upper left quadrant largerThis was used to develop the strategy as shown in the chart on the right of the slidePleasing to the eye

5. The research report was sponsored by the Primary Care Trust to develop their strategy to address smoking in pregnancyThe report was disseminated and presented to the various stakeholdersThe resultant strategy was evidence based and centred around the service userPotential to aid decision making

6. Qualitatively assess the population's heath needs allows development of effective actionAssess the evidence relating to the effectiveness of health interventions, programmes and services, and apply this to improve servicesInfluence the development of policiesPublic Health ResearchPublic Health competencies