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.