Abstract
Audiovisual educational material has been used effectively as a knowledge translation strategy in patient education. Given the need to impact maternal mortality rates, 12 video clips related to maternal and neonatal health information were designed based on the results of a previous systematic review (SR). The content was formulated based on clinical practice guideline recommendations and validated following a formal consensus methodology. This study evaluated the effectiveness of knowledge transfer from the 12 video clips in terms of attention, emotional response, and recall by using neuroscience tools. In a randomized cross-over trial, 155 subjects (pregnant women, non-pregnant women, and men) received random sequences of 13 video clips, including a control video clip. Participants’ attention levels were evaluated through eye tracking, their emotional reactions were monitored by electrodermal activity and pupillary diameter, and their recall was tested via a questionnaire. An analysis was performed to evaluate differences in the groups and between the video clips and the control clip using variance analysis models that considered period, sequence, and carry-over effects. Results revealed that fixation length was greater in women than in men, while the greatest emotional effects occurred in men. All three groups had good recall results, without any significant differences between them. Although the sequencing did influence attentional processes, no carry-over effect was demonstrated. However, a differential effect was noted among video clips in all three outcomes, that is, when adjusted for group, level of education, and having had children. The control clip generated less attention, emotional reaction, and recall than the experimental video clips. The video clips about maternal and neonatal health were shown to be effective in the transference and comprehension of information. Therefore, cognitive neuroscience techniques are useful in evaluating knowledge translation strategies through audiovisual formats.
Highlights
Improving maternal health and reducing maternal mortality are priorities in public health
In order to identify the causes of high maternal mortality, a systematic analysis was developed by the WHO [3], which revealed that for the period 2003–2009, 73% of all maternal deaths were the direct result of obstetric problems, with hemorrhage and in particular postpartum hemorrhage being the most frequent direct cause
The objective of this study was to evaluate the effectiveness of 12 video clips in the knowledge transfer (KT) of information about maternal and neonatal health by measuring levels of attention, emotional response, and recall through using neuromarketing tools
Summary
Improving maternal health and reducing maternal mortality are priorities in public health. In order to identify the causes of high maternal mortality, a systematic analysis was developed by the WHO [3], which revealed that for the period 2003–2009, 73% of all maternal deaths were the direct result of obstetric problems, with hemorrhage and in particular postpartum hemorrhage being the most frequent direct cause. It is evident, that the highest proportion of maternal morbidity and mortality occurs during childbirth, strategies must be formulated to tackle these issues. Everyone involved should receive clear and specific information to know how to recognize warning signs and act on them in a timely manner
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