Case Study

American Academy of Pediatrics, Evaluation of Key Program Materials

The Context

As part of its mission to promote the health, safety and well-being of children and adolescents so they may reach their full potential, the Ohio Chapter of the American Academy of Pediatrics has long sponsored and administered educational and behavioral change programs aimed at improving children’s health. In 2014, two of these programs were combined into one, requiring the production of a new set of educational materials that encourage young children, parents, pediatricians, and dietitians to work together to prevent childhood obesity.

The Critical Questions

Do the content and formatting changes to the Ounce of Prevention, Pound of Cure materials resonate well with parents of young children and the healthcare professionals who guide them? How can they be revised to have maximal persuasive impact on parents?

Our Solution

Our research team designed and implemented qualitative research with parents of young children throughout Ohio’s urban and rural areas, pediatric doctors, and registered dietitians. After moderating these focus groups, we analyzed the discussions for common themes heard across the groups as well as for themes that were unique to certain types of individuals.

Illumination

This research effort produced a host of valuable marketing and communication insights that the Ohio Chapter of the American Academy of Pediatrics used when revising its Ounce of Prevention, Pound of Cure materials, ensuring they inform and educate clearly.

Resolution

The new Ounce of Prevention, Pound of Cure materials were shared with Ohio parents, physicians, and registered dietitians.