Mapping a WIC Mother’s Journey

While the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) provides numerous benefits to many enrolled families across the United States, including access to nutritious foods, some recent drops in maternal participation in Kentucky resulted from failures to retrieve thos...

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Veröffentlicht in:Social marketing quarterly 2017-06, Vol.23 (2), p.137-154
Hauptverfasser: Panzera, Anthony D, Bryant, Carol A, Hawkins, Fran, Goff, Rhonda, Napier, Ashley, Schneider, Tali, Kirby, Russell S, Coulter, Martha L, Sappenfield, William M, Baldwin, Julie, O’Rourke Kathleen
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container_end_page 154
container_issue 2
container_start_page 137
container_title Social marketing quarterly
container_volume 23
creator Panzera, Anthony D
Bryant, Carol A
Hawkins, Fran
Goff, Rhonda
Napier, Ashley
Schneider, Tali
Kirby, Russell S
Coulter, Martha L
Sappenfield, William M
Baldwin, Julie
O’Rourke Kathleen
description While the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) provides numerous benefits to many enrolled families across the United States, including access to nutritious foods, some recent drops in maternal participation in Kentucky resulted from failures to retrieve those benefits. We explored perceived benefits of and encountered barriers to food benefit retrieval. Journey mapping included direct observations of client appointments, clinic lobby areas, and a shopping experience and was augmented with focus groups conducted in two urban and two rural areas. Major touchpoints before WIC appointments, during those appointments at clinics, and after appointments when redeeming food benefits were identified. Across touchpoints, mothers identified childcare, transportation issues, long waits, confusion regarding eligibility, problems scheduling appointments, and stigma as barriers to their ability to retrieve food instruments. Despite these barriers mothers value the benefits of WIC, especially access to healthy foods, infant formula, and nutrition education. This work demonstrates a method by which WIC mothers’ experiences shed light on client service shortfalls and possible opportunities to improve client services.
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subjects Mothers
Nutrition
title Mapping a WIC Mother’s Journey
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