Pregnant & Breastfeeding Women: Understanding Audience...
Transcript of Pregnant & Breastfeeding Women: Understanding Audience...
Pregnant & Breastfeeding Women: Understanding Audience
Motivations & Crafting Prevention Messaging
Sophia Lerdahl, Director of Strategic Initiatives Rescue Agency
2019 North American Cannabis Summit 2
OUR CHALLENGE
COMMUNICATING COMPELLING HEALTH RISKS IN THE AGE OF CANNABIS LEGALIZATION
2019 North American Cannabis Summit 3
10 Recreational, 33 Medical
2019 North American Cannabis Summit 4
https://www.businessinsider.com/legal-marijuana-states-2018-1
Concerns Over Perception of Risk
2019 North American Cannabis Summit 5
https://www.tandfonline.com/doi/abs/10.3109/15563650.2015.1004581
https://health.ucdavis.edu/publish/news/newsroom/11707
Search and You Shall Find
2019 North American Cannabis Summit 6
Search and You Shall Find
2019 North American Cannabis Summit 7
Research With Pregnant & Breastfeeding Women
Online Survey‒ N = 1,636‒ Substance use
not screened for
2019 North American Cannabis Summit 8
Focus Groups‒ N = 76‒ Multi-lingual‒ Past 12-month
marijuana use
Interviews‒ N = 10‒ Multi-lingual‒ Past 12-month
marijuana use
INSIGHT #1
Not all pregnant & breastfeeding women are at equal risk for marijuana use
2019 North American Cannabis Summit 9
Research With Pregnant & Breastfeeding Women
2019 North American Cannabis Summit 10
of participants have used marijuana in the past 12 months
of participants have used marijuana in the past 30 days
of pregnant participants have used marijuana in the past 30 days
of breastfeeding participants have used marijuana in the past 30 days
32% 21% 25% 18%
Screen survey included question into previous marijuana use. May have encouraged more users to complete survey.
Research With Pregnant & Breastfeeding Women
2019 North American Cannabis Summit 11
of participants have NOTused marijuana in the past 12 months
of participants have NOT used marijuana in the past 30 days
of pregnant participants have NOT used marijuana in the past 30 days
of breastfeeding participants have NOT used marijuana in the past 30 days
68% 79% 75% 82%
Screen survey included question into previous marijuana use. May have encouraged more users to complete survey.
WHICH MEANS…
2019 North American Cannabis Summit 12
WHEN WE TREAT OUR AUDIENCE AS ONE HOMOGENEOUS GROUP, WE WASTE FUNDS AND ENERGY TRYING TO REACH EVERYONE, WHICH RESULTS IN US EFFECTIVELY REACHING NO ONE.
INSIGHT #2
Pregnant & breastfeeding women use marijuana for many different reasons, many of which have nothing to do with their pregnancy.
2019 North American Cannabis Summit 13
Motivations for Use
2019 North American Cannabis Summit 14
Top Motivations for Marijuana Use % of Survey PopulationTo relax or calm nerves 57%
To manage stress 43%
To improve quality of sleep 30%
To have a good time 28%
To relieve chronic pain 25%
To get high 23%
To experiment 17%
Because of anger or frustration 12%
To get away from my problems 11%
To help with pregnancy-related symptoms 9%
Because it is something my friends do 9%
Because of boredom 9%
To inspire creativity 9%
Motivations for Use
2019 North American Cannabis Summit 15
Top Motivations for Marijuana Use % of Survey PopulationTo relax or calm nerves 57%
To manage stress 43%
To improve quality of sleep 30%
To have a good time 28%
To relieve chronic pain 25%
To get high 23%
To experiment 17%
Because of anger or frustration 12%
To get away from my problems 11%
To help with pregnancy-related symptoms 9%
Because it is something my friends do 9%
Because of boredom 9%
To inspire creativity 9%
ACCESS TO MARIJUANA
2019 North American Cannabis Summit 16
Where / From Obtained Marijuana
% of Survey Population
Friend gave it to me 44%
Bought from a friend 33%
Family gave it to me 29%
Bought at a dispensary 29%
Bought from a dealer 26%
Bought from family 19%
Grew it 5%
Bought from delivery service 4%
72%
16%
12%
Possess Medical Marijuana ID Card or Doctor's Recommendation
No, I never have
Yes, currently
Not now, but have inpast
INSIGHT #3
Users view marijuana use during pregnancy & breastfeeding as low risk.
2019 North American Cannabis Summit 17
ATTITUDES TOWARDS MARIJUANA
2019 North American Cannabis Summit 18
”[The people who judge when a pregnant woman uses,] many times it’s the older
people… They are from the old times. They don’t know. This new generation, almost
everybody, most people – children, teenagers – [use marijuana].”
Yea, you know… [treating symptoms] actually kind of outweighs the risks, I think… I did do
the research on that and how much THC actually gets through the bloodstream and
through the milk is minimal.”
ATTITUDES TOWARDS MARIJUANA
2019 North American Cannabis Summit 19
”I would not use medication or pills, no. Even if the doctor gave them to me, I’d rather smoke marijuana. I don’t know, I believe the pills do more harm than marijuana. It is more natural and healthier for the baby and for me too.”
”I’d lightly do it for the first few months just because the first few months are the most important when it comes to development."
PERCEIVED SAFETY OF USE
2019 North American Cannabis Summit 20
“Everyone’s tolerance is different. For example, I smoked marijuana with my son, the big one, and he’s 13 years old and he’s fine.
Also with the little one and he’s also alright… It depends on the person’s tolerance.”
“So if you’re just eating a little bit of oil or the herbal brownie or something like that, I feel
like it wouldn’t have that much effect if it’s very minimal.”
INSIGHT #4
Sources of health information vary, and for some users, medical advice is received with skepticism.
2019 North American Cannabis Summit 21
SOURCES OF INFORMATION
2019 North American Cannabis Summit 22
Types of Marijuana-Related News or Information
% of Survey Population
Health benefits of marijuana 64%
Health risks of marijuana 57%
Laws that affect marijuana use 44%
Using marijuana while P/BF 43%
Legal places to use marijuana 22%
Places to get marijuana 21%
Marijuana and driving 20%
Ways to store marijuana 7%
Marijuana prices 6%
6%9%
14%
25%9%
37%
How often searched for news and information related to
marijuana
DailyWeeklyMonthlyA few times a yearEvery few yearsNever
UNEVEN TRUST IN PRENATAL CARE PROVIDERS
2019 North American Cannabis Summit 23
Top Statements Non-Users Past 30-Day UsersMy prenatal care provider gives me complete information so I can make my own informed decision
83% 65%
I trust my prenatal care provider so much, I always try to follow his/her advice 82% 59%
I trust my prenatal care provider’s judgements about my medical care 81% 61%
My prenatal care provider is usually considerate of my needs and puts them first 78% 65%
If my prenatal care provider tells me something is so, then it must be true 56% 45%
I sometimes distrust my prenatal care provider’s opinions 19% 42%
I sometimes distrust that my prenatal care provider may not keep the information we discuss totally private
13% 37%
SOURCES OF INFORMATION
2019 North American Cannabis Summit 24
79% 79%
58%50%
46%42%
36%
25%
62%57%
42%
26%
35%
25% 23%
40%
DIET EXERCISE BIRTHING PLAN ALCOHOL PRESCRIPTION MEDICATIONS
TOBACCO ROMANTIC RELATIONSHIP
MARIJUANA
Topics Discussed with Prenatal Care Provider
Non-User Past 30-Day User
INSIGHT #5
Marijuana is not used exclusively for treating pregnancy-related symptoms.
2019 North American Cannabis Summit 25
TREATMENT OF PREGNANCY-RELATED SYMPTOMS
2019 North American Cannabis Summit 26
Pregnancy-Related Symptoms % of Survey PopulationSleep problems 16%
Lack of appetite 16%
Severe nausea 15%
Mood swings 13%
Headaches 13%
Mild nausea 10%
Back/foot pain 9%
Fatigue 8%
Stomach cramps 5%
Treating Pregnancy Symptoms
2019 North American Cannabis Summit 27
of participants who used marijuana to relieve symptoms felt it was saferthan other methods
of participants reported that friends recommended using marijuana
of participants who tried other methods, but only marijuana relieved symptoms
of participants did not try other methods, but cannabis relieved symptoms effectively
49% 30% 39% 20%
*Among those who reported using marijuana to help with pregnancy-related symptoms
Multiple Reasons for Use
2019 North American Cannabis Summit 28
While some reported using marijuana to help with pregnancy-related symptoms, ‒ In focus groups, 0 women reported using exclusively for this
purpose‒ In the online survey, 3 (of 1,636) reported using for only this reason
Those who use for symptoms also tended to have other reasons for use, such as to relax or manage stress
WITH ALL OF THIS CONFUSION…
WE MUST FURTHER INVESTIGATE HOW TO EFFECTIVELY REACH HIGH-RISK PREGNANT & BREASTFEEDING WOMEN
2019 North American Cannabis Summit 29
Segmentation
The process of classifying a market into distinct segments that behave in similar ways or have similar needs.
2019 North American Cannabis Summit 30
Segmentation
2019 North American Cannabis Summit 31
WHAT THESE BRANDS KNOW
is that as consumers of information, we receive what we relate to.
2019 North American Cannabis Summit 32
INSIGHT #6
Personal values, motivations for marijuana use, and frequency of marijuana use cluster together.
2019 North American Cannabis Summit 33
SOURCES OF INFORMATION
2019 North American Cannabis Summit 34
Personal Value Statements Past 30-Day Users Non-UsersI am very close with my family 75% 82%
It is easier for me to give help than to receive it 74% 74%
I feel at peace with myself when I have helped others 74% 80%
It is important to me that people are treated equally and given the same opportunities in life
74% 78%
I make personal sacrifices to increase the happiness of those close to me 73% 78%
I always figure out, one way or another, how to meet my goals 73% 74%
By working hard, a person can overcome every obstacle that life presents 68% 72%
I believe my life is headed in the right direction 67% 80%
It is important for me to live in secure surroundings, I avoid anything that might endanger my safety
67% 77%
Segmentation Inputs
2019 North American Cannabis Summit 35
Values Statements
Motivations for Marijuana Use
Frequency of Substance Use
+
+Cluster Analysis
7Distinct
Segments
Size of Segments
2019 North American Cannabis Summit 36
Largest Segment Smallest Segment
Frequency of Use in Segments
2019 North American Cannabis Summit 37
Lowest Risk Highest Risk
22% of P/BF population
Habitual Users
Highest rates of use of all segments
Youngest segment with the least formal education. ‒ Half of those in this segment have a
high school education or less.
Segment skews Caucasian
2019 North American Cannabis Summit 38
Pregnant: 36%Breastfeeding: 64%25
Average Days of Use in Past 30 Days
Habitual Users
2019 North American Cannabis Summit 39
NaturalistsAverage Days of Use in Past 30 Days
Second highest rate of cannabis use. Evenly represented across age
groups, but have completed less formal education than other segments. Segment has more African American
participants and fewer Asian participants than the overall sample. More common in rural communities
than in urban communities.
Pregnant: 68%Breastfeeding: 32%
2019 North American Cannabis Summit 40
13
Naturalists
2019 North American Cannabis Summit 41
Sensation Seekers
More likely to be pregnant than to be currently breastfeeding. They are most commonly between
25-29 years old and are college educated. More Latina participants than the
overall sample. More common in urban
communities than rural communities. 2019 North American Cannabis Summit 42
Average Days of Use in Past 30 Days
Pregnant: 81%Breastfeeding: 19%4
Sensation Seekers
2019 North American Cannabis Summit 43
Reserved Medicators
More likely to be currently breastfeeding than to be pregnant. Slightly older than other
segments but are less likely to be college educated. This segment has more African
Americans represented.2019 North American Cannabis Summit 44
Average Days of Use in Past 30 Days
Pregnant: 33 (39%)Breastfeeding: 65 (76%)3
Reserved Medicators
2019 North American Cannabis Summit 45
Messaging Recommendations
2019 North American Cannabis Summit 46
AVOID TARGETING ALL PREGNANT AND BREASTFEEDING WOMEN AS A GROUP.
ENSURE THAT MESSAGING ADDRESSES THE UNIQUE MOTIVATIONS OF PREGNANT AND BREASTFEEDING CANNABIS USERS.
DEVELOP BALANCED MESSAGES WHENEVER POSSIBLE.
Messaging Recommendations
2019 North American Cannabis Summit 47
PROVIDE USERS WITH A TRUSTED SOURCE.
CONSIDER A CANNABIS PREVENTION CAMPAIGN THAT TARGETS A HIGH RISK BUT RECEPTIVE AUDIENCE.
CREATE MESSAGES THAT APPEAL TO THE SELECTED SEGMENT.
Thank YouSophia Lerdahl, Director of Strategic
Initiatives | Rescue [email protected]