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 sponsored and administered many educational and behavioral change programs aimed at improving children’s health. Recently, two of these programs were combined into one, requiring the production of a new set of educational materials that encourage parents, pediatricians, and registered dietitians to work together to prevent childhood obesity.

The Critical Questions

Do the content and formatting changes to the materials resonate well with parents of young children as well as the healthcare professionals who care for them? How can they be revised to have maximal persuasive impact on parents?

Our Solution

Illuminology’s researchers designed and implemented qualitative research (focus groups) 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 mentioned in each group as well as themes that were unique to certain types of individuals.

Illumination

Illuminology’s research activities produced a host of valuable marketing and communication insights that the Ohio Chapter of the American Academy of Pediatrics used when revising its program materials, ensuring those materials inform and educate clearly.

Resolution

Parents, physicians, and registered dietitians in Ohio received the revised materials and are currently using them.