Publication name: Pre-test of antenatal access HEAT target marketing materials
Date: 29 October 2013
Description: NHS Health Scotland, in partnership with the Scottish Government and guided by a national advisory group, has developed marketing materials to support the Antenatal Access HEAT Target. The target is ‘80% of women, across each SIMD quintile, to book before their 12th week gestation by 2015’.

The marketing materials will raise awareness to the public and (as a secondary objective) to professional target audiences about:

• the importance of early access to maternity services (before 12 weeks)
• the benefits offered by early access to antenatal care
• how to access maternity services locally.

In order to inform the final versions of the marketing materials, NHS Health Scotland commissioned Scott Porter Research to assess the effectiveness of the draft marketing materials. The research used a qualitative design and involved 39 respondents including women from the general population and various at risk groups (teenage mums, those in deprived areas, Black and Minority Ethnic (BME) and migrant groups).

The results found the poster executions were largely successful in communicating key messages and indicating personal relevance, particularly to those experiencing pregnancy for the first time, but less effective with women who are already mums. However, no single route was able to meet the needs of all of the target audiences. The leaflet was received positively by all respondents and there were only a few specific comments about how to improve it.

On the basis of these findings 3 poster routes have been agreed to target different audiences and the leaflet has been amended to strengthen certain messages.
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Pre-testAntenatalAccessHEATTargetMarketingMaterials.pdf   [2.35 MB]

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