Promotional strategies for working parents: How to engage working mothers and fathers in the National Diabetes Prevention Program using national audience survey data

Theoretical Background and research questions/hypothesis:

The Centers for Disease Control and Prevention (CDC) identified working adults as a priority population for marketing efforts to increase enrollment in the National Diabetes Prevention Program (National DPP) lifestyle change program (LCP). Obesity prevalence has increased across all employment industries, putting working adults at risk for type 2 diabetes. Furthermore, working parents often do not prioritize their own preventive health needs due to competing demands of work and family responsibilities. We conducted this research to determine how national-level audience survey data can be used to help segment and define appropriate marketing strategies for engaging working parents in the National DPP LCP.

Methods:

We used a national-level consumer database to analyze and define differences and similarities between working mothers and fathers vs. non-parent working adults at risk for prediabetes. Cross-tabulation analysis determined differences in attitudes and behaviors surrounding food and nutrition, healthcare, lifestyle factors, and other relevant factors. Behavior change theory informed variable selection and interpretation of results.

Results:

We identified several core values among working parents that can be leveraged to engage them in the LCP—prioritizing time with family, role modeling, maintaining cultural traditions, desire to control personal health, and positive intentions toward lifestyle change. Key barriers were lack of perceived susceptibility, time, stress, cost, and low engagement in preventive health. We also identified communication channels likely to be relevant to working parents.

Conclusions:

National survey data can be useful for audience segmentation and profiling research. Behavioral, health, and attitudinal insights helped us understand motivators and barriers to lifestyle change and identify targeted marketing strategies for working parents.

Implications for research and/or practice:

These marketing strategies will be tested and shared with regional CDC grantees to improve local-level National DPP promotion efforts.