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Table 6 Selected examples of the final targeted TCC messages

From: Developing targeted client communication messages to pregnant women in Bangladesh: a qualitative study

Message type Message Timing Message Content
Welcome message same day as pregnancy identification/enrolment Welcome [xxx] apa. We will provide four routine ANC visits. Come to our health centre and we will check you and your baby (ies’)’s health throughout your pregnancy. [yyy]
Visit 1 1 week prior to the first scheduled ANC visit Salam [xxx] apa. Please remember to attend your ANC visit next week. 1 in 3 women is anemic in pregnancy. Anemia can cause dizziness and weakness. Come to our health centre and we will check for your anemia and will treat accordingly so that you will be better prepared for delivery. [yyy]
Visit 2 reminder - for women with no risk 1 week prior to second scheduled ANC visit Salam [xxx] apa. Please remember to attend your ANC visit next week. We will check for sugar in blood or urine for signs of diabetes. Diabetes in pregnancy has to be followed-up carefully throughout pregnancy to ensure that both mother and baby stay healthy. [yyy]
Visit 2 reminder – for women with mild or moderate anemia 1 week prior to second scheduled ANC visit Salam [xxx] apa. Please remember to attend your ANC visit next week. Anemia in pregnancy may cause problems for the mother and the baby, if not treated. Come to the health centre and we will reassess for anemia and check for diabetes. [yyy]
Visit 3 reminder - for women with no risk 1 week prior to third scheduled ANC visit Salam [xxx] apa. Please remember to come to ANC this week as agreed. High blood pressure may develop during this time and lead to serious problems for the mother. The baby might be born early or very small. Come to ANC and we will measure your blood pressure and manage it appropriately. [yyy]
Visit 3 reminder - for women with severe hypertension 1 week prior to third scheduled ANC visit Salam [xxx] apa. Please remember to attend your ANC visit next week. Excess blood pressure in pregnancy may cause serious problems for the mother and the baby. Come to the health centre, and we will reassess your blood pressure. [yyy]
Visit 4 reminder - for women with no risk 1 week prior to fourth scheduled ANC visit Salam [xxx] apa. Please remember to attend you ANC visit this week. Knowing your baby’s presentation at this time can help you plan a safe delivery. Come to the health centre and we will check your baby’s position. [yyy]
Visit 4 reminder - for women with anemia and GDM 1 week prior to fourth scheduled ANC visit Salam [xxx] apa. Please remember to attend your ANC visit next week. Knowing the baby’s current position helps you to plan for safe delivery. Come to the health centre, and we will check your baby’s position and reassess your diabetes and anemia. [yyy]
1-day reminder 1 day before each routinely scheduled ANC visit Salam [xxx] apa. Remember to attend your ANC visit tomorrow. It is very important to know your present health status. [yyy]
Facility Delivery 1 week after last 36-week message Salam [xxx] apa. Your health history puts you at greater risk of problems. You are advised to give birth in a facility for a safer delivery. [yyy]
Danger Sign 1 day after being diagnosed Salam [xxx] apa. You were referred to a higher level facility for improved care yesterday. Please attend care immediately if you have not already done so. [yyy]
  1. [xxx]: woman’s name; [yyy]: name of health facility; GDM gestational diabetes mellitus