Marketing research and strategy in nurse-midwifery: a promotional plan

Marketing research was conducted in Salt Lake County, Utah by using descriptive survey techniques. Data obtained through the study used to suggest a strategy for marketing nurse-midwifery services in the sample area. A brief overview of marketing principles is related and resultant strategies are designed for specific application of Salt Lake Count, Utah. It is hoped that the methods and principles will be broadly applicable to marketing nurse-midwifery services in other areas. A consumer questionnaire was sent to women of childbearing age who had previously agreed to participation during a telephone screening interview. Demographic data were obtained, as well as participant response to questions about the following: previous providers used for obstetrical care; levels of satisfaction with previous care; factors which are important to respondents in selecting providers; level of knowledge about the practice of certified nurse-midwives; reasons for deciding against certain types of care providers; and their likelihood of selecting certified nurse-midwives for future care. Findings revealed certain demographic factors to predispose respondents to select a certified nurse-midwife for care in the future. These included: family income of less than $15,000 and incomes between $55,000 and $75,000; occupation in the professional/technical fields; non-membership in the Church of Jesus Christ of Latter-Day Saints (LDS); dissatisfaction with previous non-obstetrician provider; and residence in the "Main" and Holladay areas of Salt Lake County. Those least likely to use certified nurse-midwives in the future included: members of the LDS church; satisfied former clients of obstetricians; residents of several areas of the counter other than the "Main" or Holladay area; homemakers and women in the secretarial/office occupations. Chi-square tests were used to explore the relationship between occupation and willingness to use certified nurse-midwives. Professional/technical women were found to be most likely to use certified nurse-midwife care. Focus groups were employed to obtain input from consumers and others in developing strategies to address the market data. Former clients of certified nurse-midwives, consumers who had never used a certified nurse-midwife, certified nurse-midwives in current private practice, and graduate students in a health care marketing course were asked to respond to the dta with their ideas and reactions. This feedback, along with statistical analysis of the research data formed the basis for marketing promotion with recommendations for interventions.