Table 4.

Thematic map of study findings.

Major theme	Sub-themes (with main points)
Theme 1: intervention delivery	1.1 Accessibility Convenience of texts, emails and social media versus the relative inaccessibility of primary care practitioners Pharmacists and practice nurses generally considered to have better availability than general practitioners (GPs) 1.2 Discretion Pregnancy planning considered “quite a private business” Texts, emails, social media and pregnancy tests considered discreet mediums Health professional confidentiality considered crucial 1.3 Consent to receive interventions Choice-enabling suggestions included opt-in options and content warnings Considered more acceptable for a health professional to raise preconception health in consultations relating to reproductive issues or women’s health 1.4 Trustworthiness Need for reputable ways of delivering information online (e.g., ‘.org’ websites, professional moderators) Trust in advice from health professionals depends on their perceived skill set and knowledge remit 1.5 Positively-framed risk communication Suggestions for acceptable preconception risk communication included highlighting the benefits of good preconception health, emphasizing that adhering to guidelines does not ensure a healthy baby, and avoiding stigma
Theme 2: intervention content	2.1 Desirable content Desirable content included a focus on mental health, self-care and where to find support, the why and how of preconception recommendations, and tailored content 2.2 Unacceptable content (weight-centrism) A few participants expressed strong views that weight- or calorie-based targets would deter them from engaging in preconception interventions and that health professionals are overfocused on advising weight loss 2.3 Appealing content Appeal-enhancing suggestions included eye-catching visual media, easy-to-read and to-the-point information, and interesting or surprising facts 2.4 The power of personalization Personal touches were frequently described as a way of enhancing appeal Examples included highlighting the personal relevance of provided information and using real people’s lived experiences as examples