ConneXion Research

Marketing Tool
Case Study


For 80 years, March of Dimes has helped millions of babies survive and thrive. Now they’re building on that legacy to level the playing field for all moms and babies, no matter their age, socio-economic background or demographics. Their latest campaign focuses on healthy moms for healthy babies. In an effort to promote healthy moms, one of their goals is to decrease the number of missed post-partum appointments, especially among low-income, underinsured and uninsured moms. They conducted focus groups with these types of moms and determined that the next step would be to talk to medical professionals who treat them. The ultimate goal to create a complete and thorough educational tool that would help decrease the number of missed post-partum appointments.


ConneXion stepped in to help with both the research and development of the educational tool. We interviewed 10 medical professionals, a combination of OB/GYNs, nurses and midwives. This helped us get the different perspectives regarding missed post-partum appointments. In addition, we gathered ideas and any tools currently being used to educate patients as way to guide us in the educational tool development process. In order to make sure we validated findings from the interviews, we conducted an online survey with 54 medical professionals. The educational tool was then developed not just by incorporating this complete research but the previous moms’ research as well.


ConneXion met with March of Dimes volunteer doctors for several in-person reviews and feedback on the tool. This allowed us to develop a very thorough tool that not only educated moms but served as a guide and checklist. We also created a couple of versions to start with that would be reflective of the various mom’s ethnicities. Although this project was commissioned by the Houston office, the national marketing department would most likely use this tool nationwide and translate it into other languages.

To take a look at the educational marketing tool we created, please click here and here.