Table 4.

Summary of Results for the Four Social Marketing P ’s Across Couple Segments

	Couple Segments
Four P’s	Planners	Nonplanners	Interconception	All
Product	More receptive to the idea of PCH*	Less receptive to the idea of PCH	Referred to PCH in more concrete and tangible terms	Generally not aware of PCH
		PCH behaviors irrelevant unless planning	More experience and knowledge to leverage	Understood potential importance of PCH
Price	Planning could increase PCH focus	Personal health promotion more motivating than baby’s health	Planning could increase PCH focus	Many similarities in terms of barriers
	Negative consequences for baby’s health strong motivating factor		Negative consequences for baby’s health strong motivating factor	Couple-focused themes emerged more frequently
	Consequences of poor planning motivating factor		Consequences of poor planning motivating factor
Promotion	Preconception care key for getting prepared	PCH behaviors important for health promotion	Preconception care key for getting prepared	Messages about healthy baby, mother, and family important
		Emphasized financial readiness	PCH behaviors should be linked to baby's health	PCH could make couples closer
	PCH behaviors should be linked to baby’s health	Emphasized importance of effective birth control	Emphasized importance of effective birth control
Place	Positive about receiving information during routine healthcare visit	Do not want to receive information during routine healthcare visit	No different or specific place mentioned	Similar place and channels mentioned Healthcare setting important

^*PCH indicates preconception health.