Improving Utilization of Prenatal Care at PHMC

Keywords: Behavioral Interventions, Trust and Community Building, Behavioral Mapping, Patient-Centered Care

Summary: This project focuses on increasing the utilization of prenatal care services at PHMC in Cobbs Creek, a predominantly low-income, Black community facing significant healthcare access challenges. The identified barriers include stigmatization of free services, cultural mistrust, and behavioral biases such as optimism bias. 

Interventions are designed using behavioral science frameworks to build trust, reinforce the importance of prenatal care, and foster community engagement. Strategies include introducing Parent Navigators to improve relational contact, visual tools for mental simulation of care processes, and a "hand impression" mural campaign to celebrate patient commitment and progress. The proposal emphasizes low-cost, scalable solutions with tangible community impact. 

Future options include rebranding, parent orientations, and enhanced online accessibility. These efforts aim to address structural barriers, improve trust, and promote the importance of early and consistent prenatal care.

Project Pitch