Autori: Bonciani, Manila, De Rosis, Sabina, Corazza, Ilaria, Lupi, Barbara
Titolo: How to Improve the Maternal Pathway for Migrant Women: Insights for Retention Strategies from Tuscany Region
Periodico: Micro & macro marketing
Anno: 2020 - Volume: 87 - Fascicolo: 3 - Pagina iniziale: 585 - Pagina finale: 607

Despite the structural presence of migrants in Italy since severalyears, inequalities affect the migrant population, especially regarding theaccess to public healthcare services and use of all the opportunities forhealth. Maternal healthcare is a key area on which exploring differentpatterns in use of prenatal services among migrant and Italian women,along a multi-touchpoint pathway. This study aims to analyse thesepatterns and to identify specific determinants of maternal services’ usein the first phases of the women journey, and, in particular, the attendanceto antenatal classes of migrant women and main motivations fortheir not participation. It also verifies different perceptions of antenatalclasses’ utility among migrant and Italian women who attended them.The observational study used different sources of data routinelyrecorded by Local Health Authorities or collected through surveys addressinghealth services users in Tuscany Region, Italy. Secondary analysiswith descriptive statistics, chi-squared tests and multivariate logisticregression models were performed using the above-mentioned data. Findings show that migrant women access to family care centresduring pregnancy for prenatal visits more than Italian women, but theyless attend antenatal classes organised by the same providers. Migrantwomen represent a group of «acquired users» of family care centres’services at the first touchpoints who are mainly unretained and are currentlydefected for other services along their journey. Moreover, the resultsof this study show that migrant women are mostly not attendingvaluable services that other migrant women experienced and perceivedas useful. In light of these findings, possible appropriate strategies toimprove the participation of migrant women to antenatal classes andtheir loyalty along the maternal pathway were presented and discussed.Innovative retention strategies should be based on a careful vision ofthe whole journey and a segmentation of potential and actual users.Those activities can inform the customisation of services, improve communication,increase women’s understanding of maternal care provisionand re-organise antenatal classes according to women’s needs and preferences.




SICI: 1121-4228(2020)87:3<585:HTITMP>2.0.ZU;2-K
Testo completo: https://www.rivisteweb.it/download/article/10.1431/98623
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/98623

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