BirthingBetter Customer Research

Problem

Promise

Proof

1.     Wants to Decrease Anxiety and Feel Prepared for Labor

ü  “I want something that brings all the information together nicely and makes me feel more prepared overall”

ü  “I want to know exactly what to do and be able to make it without any drugs”

ü  “We want to be prepared for one of the greatest moments in our lives”

ü  “When it’s time to have our child, we want no worries that we’re not prepared”

ü  “I am very nervous about giving birth, I want something to help me feel relaxed, informed, and as ready as I can possibly be”

1.     Go into labor feeling relaxed, informed, and as ready as you can possibly be.

2.     This is exactly where the conversation gets stuck … words. When I gave birth to my daughter in 1970 there was no conversation about ‘information’. That is part of this present trend. Couples/women were meant to ‘gather information’ in order to make ‘choices’. That’s why so many women will say: ‘What I learned in class went out the window as soon as labor started’. Our job is to change the language away from ‘information’ to skills. Here’s an analogy. ‘If you had to drive from point A to point B would you rather ‘information’ about the car (4 cylinders, 28 miles to a gallon, automatic) or ‘skills’’? First quote is all about ‘information’. Second is ‘what to do’. She wants skills but she only wants skills to use without drugs. What happens if she uses drugs whether by choice or imposed? She needs to use skills no matter what. Third … ‘prepared’ is about skills in pregnancy and for use in the birth. ‘Fourth, that has to do with commitment to learn, practicing and using skills. Fifth … this one is the illusion. She doesn’t want any ‘challenges’ like the natural occurring pain. She’s a person who would stick her head in the sand and not practice because she really is so anxious that facing ‘fear’ and learning skills are not yet connected.

CONCLUSION: stress the change in ‘word’ from ‘information’ to skills and how skills ‘prepare’, reduce anxiety, give you something to do. Having ‘information’ does not necessary lead to ‘knowledge’ nor does having ‘skills’ mean ‘mastery’. However, at birth people will remember what skills they use more then remembering what ‘information’ they used. They can improve toward mastery.

3.     Wants to go at her pace & retain the information

ü  “I want to go back to certain parts over and over again to refresh my memory”

ü  “Our biggest concern is retaining all the information one 8 hour Lamaze class is going to give”

ü  “We want to be able to review it even the evening I go into delivery!”

ü  “We want to take it at our pace so we don’t have information overload – and to start and stop whenever we want.”

ü  I want to take a course in the comfort of my own home – at my own pace”

ü  “I want the ability  to review sections as the time gets closer to my due date”

2.     Discover at your own pace and review anytime – even just before delivery!

3.     First one. This woman wants to ‘remember’ information. What we want her/partner to do is practice until they feel confident they have perfected (not made perfect) their skills. It’s not keeping it in ‘memory’ so much as in body/mind ‘choice’. Second, because Lamaze is mentioned (which gives both ‘information’ and ‘techniques’ (techniques don’t adapt as well as ‘skills’) this person want to ‘retain’ information and does not understand that we must practice, practice, practice while doing other things in Life because we can’t practice to birth. We have to help people understand that they can practice while driving, washing dishes, walking, if they are annoyed or getting a tattoo. Third one, ‘review it’? That’s ‘information’ based again. It’s impossible to practice ‘information’. Mostly people want to memorize and believe they will be asked to answer questions rather then their behavior being  seen. It’s how someone behaves, acts, manages, deals with, copes and works with.Fourth. ‘take at ones own pace’ so there isn’t ‘information overload’. What we want people to understand is that it’s like driving a car, you learn  a bunch of skills, fumble along until you’ve perfected them. We know inside ourselves when we feel we’re using a skill relatively well. Fifth. Yup … at home from 24 weeks. That spaces out the skills over time, gives everyone time to  practice and put them together. It is all about helping people understand that they practice while doing other things. Last one … ‘reviewing’ is again information. You can’t ‘review’ skills, you do them.

4.     Has no time for classes

ü  “My wife and I could not make it to the Lamaze classes”

ü  “Although childbirth classes were available in our relatively rural community, we were unable to attend due to work commitments”

ü  “Due to our schedules we are unable to attend an actual class.”

ü  “I couldn’t get to a Lamaze class”

3. Take a complete childbirth course in the comfort of your own home.

5.     Wants a balanced view of her options

ü  “Want good factual information that’s well presented”

ü  “I want a sensible view on postponing/balancing interventions”

ü  “I need something that doesn’t try and push one view”

ü  “I want examples to work with different situations”

ü  “We want easy-to-follow, comprehensive content”

4.     Discover what works in any birthing situation.

5.     First, ‘Factual information’ abounds. We want them to know we’re the only ‘skills-based’ resource and for all pregnancies and births.  Second, we want people to gather information to make informed choices/Birth Plans however we want them to understand making choices is not about what they ‘do’. When people are skilled the issue of using medical assessments, monitoring and procedures (now all termed ‘interventions) becomes less complex. ‘Interventions’ is a harsh word, assessments, monitoring are less harsh. People can see how skills work with those. Procedures is more complex but usually they take almost no time to do so they don’t last over Time. So it’s simple to see how skills are used during a VE, having membranes ruptured etc. Third, we rock here. We don’t push one viewpoint except … everyone should self-learn, practice and use skills. Fourth, we rock with this. We tell people to use skills throughout the birthing process whether labor or surgical birth and along side any AMPs. Fifth. That’s what we have to work on …. Well ordered content. There’s no doubt there’s a risk to do 24 weeks onward weekly thing because too often people find us at 36 weeks. We don’t want to turn people off.

6.     Easier Birth and Delivery

ü  “I want the baby to come out like a piece of cake!”

ü  “I want the nurses to tell me I’ve done everything perfectly”

ü  “I want to make my pregnancy and delivery easier”

ü  “All the things I learn need to actually work!”

ü  “I want techniques that I will use during my labor”

ü  Test

6.     Make your labor and delivery so much easier than you expect.

7.     First, women like this … we need them to  understand that giving birth is real, lots of honest work, best done with skills and sometimes it’s easy but nothing the size of a grapefruit is really like a piece of cake. Second, nurses will definitely praise skilled couples. They wish all the couples would come in and show them skills. Third, preparing the pregnant body to become a birthing body (and this deals with First as well) makes birth easier. You can attest to that. Fourth, we rock with this. The PK skills are 100% successful when used. Fifth … here’s where ‘techniques’ are different from skills.

Problem

Promise

Feels unprepared and anxious about labor

Go into labor feeling relaxed, informed, and as ready as you possibly can be.

Has a hard time retaining all the course information and keeping up with course pacing

Discover at your own pace and review anytime – even just before delivery!

Has no time for classes

Take a complete childbirth course in the comfort of your own home.

Can’t get a balanced view of her options

Discover what works in any birthing situation.

Wants an Easier Birth and Delivery

Make your labor and delivery so much easier than you expect.