Mutual support groups to reduce alcohol consumption by pregnant women: marketing implications

Abstract

This paper reports on a study of social support and alcohol consumption of 153 women during pregnancy. The majority of women changed their alcohol intake patterns during pregnancy because of concern for the health of the fetus. Most women decreased the amount and frequency of drinking and changed their beverage of choice. Social support was found to be significantly related to reduction in alcohol use during pregnancy. Social support came from relationships with specific individuals and groups of individuals. Health care providers may be able to extend the range of their work by designing specific prevention strategies targeted toward the development and implementation of mutual support groups for pregnant women. The marketing discipline has identified certain characteristics of the mutual benefit association, an organization which exists exclusively for the benefit of its members. The authors propose that the mutual support group, often used to promote health-related behaviors, is a special case of the mutual benefit association; further, that appropriate application of established marketing principles and practices will be effective in promulgating the mutual support group. The authors offer a marketing strategy for the mutual support of pregnant women, a strategy which should be effective in further reducing the alcohol intake of pregnant women.