Marketing social para saúde pública: uma análise dos fatores de influência em comportamentos pró-parto normal

Abstract

The present study aimed to identify the main factors influencing the predisposition of women who opted for normal birth. For this, it approached in the theoretical reference the social marketing, its emergence, consolidation and potentialities, besides its general process. Another issue addressed was public health and issues related to maternity. After the data collection in the literature there was an empirical research, which used a qualitative approach through a semi-structured interview script. The interviews was mostly by telephone. In total, there were 16 interviews, of which 12 were pregnant and 8 were postpartum with up to 1 year of birth. All the interviews were transcribed in full and submitted to a content analysis, which resulted in a table containing the 6 spheres of possible influences and their findings. The results of the study indicate that the main factors of influence are the support and experiences of the mother, the support of the husband, the medical indication and the fear of the baby passing from the time of birth.