Antenatal Care Client Segmentation Toolkit

This segmentation research provides insights into key factors influencing antenatal care (ANC) attendance and uptake of intermittent malaria treatment during pregnancy (IPTp) among pregnant women and women with a live birth in the last two years. The resource includes the description of each segment profile, a segment identification tool, and a segmentation-based counseling tool for facility-based health providers. This toolkit enables malaria practitioners and implementing partners to plan and integrate segmentation-based profiles into their existing work.

This toolkit provides access to:

  • Key barriers limiting pregnant women from ANC attendance and IPTp uptake.
  • Segment characteristics, including each segment attitudes, beliefs, and behaviors.
  • Social and behavior change opportunities for each segment that users can integrate into existing activities.
  • A segment identification tool that enables providers to assign a segment to a woman walking into the health facility based on a brief set of questions.
  • A set of counseling cards with targeted messages and recommendations for each segment to increase clients’ ANC visits, IPTp uptake, and satisfaction with providers.