“…A purposive sample of 14 women and midwives participated in four focus groups in Doncaster, UK. A content analysis of the transcripts from the first focus group led to the emergence of three main constructs with associated subcategories including Benefits (“modernising,” “motivating,” “reminding,” and “reducing” the sense of isolation), Risks and Limitations (possibility of “being offensive,” “creating pressure or guilt,” and “being influenced by mood”), and Service Delivery (making it “available to all pregnant women,” giving attention to the “message tone” and development of “message content”). …”
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