AGA: IBD Parenthood Project
Providing guidance and dispelling fears about pregnancy for women with IBD
The situation:
Misinformation and lack of quality care greatly impact women of childbearing age with IBD (inflammatory bowel disease), with many thinking they cannot bear children. The AGA needed to get the correct information out to hopeful moms and professionals to help create more courses of action that could lead to healthy pregnancies.
The idea and execution:
We created the IBD Parenthood Project campaign and website to educate HCPs and women about family planning. Developed Clinical Care Pathway to drive consensus, create a standard of care among HCPs, and drive consumer awareness and education.
The IBD Parenthood Project is led by the American Gastroenterological Association (AGA) with support from the Society for Maternal-Fetal Medicine, the Crohn’s & Colitis Foundation, and the patient support network, Girls With Guts. The IBD in Pregnancy Clinical Care Pathway aims to guide the continuum of care and best practices for managing patients with IBD who are either pregnant or want to become pregnant. The Pathway outlines the entire care process — from conception to delivery and post-pregnancy.
As part of this program, new clinical care pathway guidance for use by health care providers was published online by AGA and the supporting organizations. The purpose is to help create a standardized workflow among healthcare providers about the best way to care for women with IBD throughout all stages of family planning.
The results:
1.2 billion earned media impressions
2.9k patient toolkit downloads
90k visits to campaign website at launch
90% of target women say they have heard and learned from the campaign and tools provided.
