581 USING THE VLBW MARKET PENETRATION RATE TO EVALUATE PERINATAL EDUCATIONAL PROGRAMS

Abstract

1001-1500g babies (VLBW) born in perinatal centers have 5-15% mortality, whereas VLBW referred to ICUs after birth die much more often. Regionalized perinatal programs should try to shift site of VLBW births to perinatal centers. Measuring birth site shift is a way to assess outreach program efficacy. Illinois has well defined perinatal regions and IDPH gathers nearly current perinatal data. We used IDPH data to calculate the number of VLBW births expected in regional hospitals based on the distribution of all births. This number is a potential “market” for perinatal (antenatal) referral. We then counted the actual number of VLBW born in the center, correcting for number expected based on distribution of all births. This number represents “penetration of the VLBW market, and market penetration rate was then calculated. Market penetration started near zero, but as outreach began, this rate increased (Fig. 1). Fig. 2 compares our center's (SFMC) penetration into its regional market to that of other centers. Maximizing VLBW births in perinatal centers should be a goal of regional programs. Calculating the VLBW market penetration rate measures how well centers attain this goal.