Health & Medicine

Improving the oral health of pregnant women and their children

1. Improving the Oral Health of Pregnant Women and their Children 2. The Problem ã Increased risk of oral disease during pregnancy ã Poor maternal oral health: –…
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  • 1. Improving the Oral Health of Pregnant Women and their Children
  • 2. The Problem • Increased risk of oral disease during pregnancy • Poor maternal oral health: – may be linked with preterm & low birth weight babies – is linked with early childhood caries • Most women do not seek - and are not advised to seek - dental care as part of their prenatal care
  • 3. Social Marketing Approach • Marketing techniques are used to "sell" ideas, attitudes and behaviors • Differs from traditional, top-down health communication efforts • Listens to the needs and desires of the target audience • Engaging, memorable, supportive tone
  • 4. Desired Behaviour • Make a dental appointment during pregnancy • Brush teeth twice a day with fluoride toothpaste, and floss daily • Eat a healthy diet and limit sugary foods • After baby is born, avoid sharing spoons, soothers, and other items between their mouth and baby’s mouth • Take baby for a dental visit by age one and regularly from then on
  • 5. Obstacles to Desired Behaviour • Low oral health literacy – Poor knowledge of risk/minimizing risk – Lack of awareness of adverse pregnancy outcomes – Poor understanding of relationship between maternal & infant oral health – Myths and misconceptions • Gaps or delay in receiving oral health information • Lack of dental visits • Major dental care barriers – High cost of dental care – Dental fear and anxiety
  • 6. Communications Goal Creative, consistent, and comprehensive communication strategies that promote oral health to pregnant women in an accessible and timely manner.
  • 7. Communication Objectives • Increase awareness of the: – increased risk of oral disease during pregnancy – importance of good oral health as part of a healthy pregnancy – link between mother’s oral health and their children’s oral health – importance of visiting a dental office during pregnancy – safety of dental treatment during pregnancy • Dispel common myths and misinformation about oral health during pregnancy
  • 8. Branding • An umbrella brand that is consistent across materials and can be used by partners • Materials will be accessible and cost- effective for partner use • Tag line: I Didn’t Know! My Oral Health Matters
  • 9. Timeframe • Phase 1 – Develop Campaign (Mar– Aug/14) – Develop and focus test key messages – Develop materials: poster, print resource, display, social media – Engage partners – Develop partner plan; outline resource usage guidelines • Phase 2 – Implement Campaign (Sep–Dec/14) – Implement across and through partners
  • 10. Communication Materials • Information card series • Promotional items • Display – large (health fairs) and small (retail store counters) • Flyer/poster • Prenatal education curriculum presentation slides • Social media posts • Newspaper/newsletter ad, article • Enhanced website content (SPI, SK Oral Health Coalition, partner websites)
  • 11. Communication Channels • Events/activities for pregnant women/new moms • Stores • Social media • Dental offices • Physician offices • Pharmacies • Prenatal education programs • Churches • Community associations • Community organizations • Prenatal/parenting groups • Family Resource & mother’s centres
  • 12. Focus Testing Materials • Information Card series (3) – Avoid sharing mouth germs – Pregnancy is a time to pay special attention to oral health – Dental appointment reminder • Promotional items – Baby teething chart – Box/bag – Baby teeth keepsake/tooth fairy box
  • 13. Coming Soon! Continuing education / training plan for: • Oral care providers • Prenatal care providers
  • 14. Maternal Oral Health Consensus Document Document Purpose: Move oral and prenatal care providers in SK toward a better understanding of the importance & safety of oral health during pregnancy so oral health becomes part of routine prenatal care, contributing to the overall health of pregnant women and their babies. Target Audiences: Oral health care providers, prenatal health care providers (OB-GYNs, family physicians, midwives, nurse practitioners, public health nurses, dieticians & nutritionists, prenatal educators), professional bodies, Ministry of Health, primary care managers.
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