Would a Planning Card Help New Mothers Achieve their Breastfeeding Goals? Evidence from Focus Groups of Mothers and Health Professionals

Background Breastfeeding has multiple health benefits for infants and their mothers. Extensive educational and promotional efforts are made by public health initiatives to encourage mothers to initiate and maintain breastfeeding, yet many women experience difficulties and high rates of drop-off at 6-8 weeks of life are noted globally. Development of a breastfeeding planning card focusing on solving common breastfeeding problems may help parents achieve their breastfeeding goals. As part of a feasibility study for implementing the card, focus groups were used to explore the acceptability and feasibility of implementing the planning card delivered by midwives during routine antenatal care. Methods Two groups of participants were recruited: one comprising mothers with lived experiences of breastfeeding; and one with health professionals from midwifery, health visiting and infant feeding areas. Focus group discussions aimed to explore acceptability of using a breastfeeding planning card including content, and delivery for pregnant women and feasibility of delivery within routine antenatal care. The focus group aimed to inform reflections and suggest adaptations to the card content and use. Data were analysed using a framework analysis, paying close attention to intervention vulnerabilities and delivery practicalities. Results: Barriers and facilitators of disseminating the card and perceived utility were discussed in focus groups. Overall perspectives were positive regarding content and delivery of the card including content clarity and relevance. Professionals raised some concerns about discrepancies in clinical practice and mothers highlighted conflicting messages which did not align with their experiences of care received. Most interesting were discussions supporting delivery of 'realistic' information to appropriately prepare mothers for breastfeeding. Conclusions Evaluation of acceptability and feasibility of the card was a vital step to address potential barriers and facilitators to implementation. Discussions with targeted groups addressed key questions and supported further card development. Importantly, desirability of this support tool providing realistic breastfeeding information was confirmed by professionals and mothers. The card content was adapted for further testing based on discussions.