Background:
Often, preconception health messages are designed for all women who may become pregnant, or large generic segments. However, women of childbearing age are not one homogenous group. For effectiveness, a more targeted approach is necessary.

Objectives:
1. Develop research-based tailored health communication products for the public.
2. Develop research-based planning tools to help professionals tailor health messages.
3. Develop web-based tools that connect specific audiences with appropriate information and resources.


Methods:
A national survey of consumer and health behaviors was examined to determine predictors of folic acid consumption. Classification and regression tree analyses showed pregnancy plans and attitude toward multivitamins as the two strongest predictors. Crossing these variables created eight distinct audiences. Using the same database, comprehensive profiles summarizing many health behaviors (eating habits, doctor visits, etc.) and lifestyle preferences (media, retail, etc.) were developed for each segment.

Results:
The profiles were translated into a web-application providing tailored health information for female consumers and a planning tool for practitioners. The tool includes a 5-question quiz measuring key variables. Consumers answer questions about themselves, while practitioners answer based on knowledge of their population. The generated score directs users to the appropriate profile page. There, consumers view informal, magazine-style information and recommended resources based on her profile. Practitioners view statistics and information, highlighted facts, recommended educational materials and websites, and suggested venues for health communication and outreach activities for the target profile.

Conclusion and implications for practice:
Market research can be used to develop audience segments and tailor messages for unique audiences. Message-testing is needed to evaluate effectiveness. The web application, messages, and planning tool will be showcased to encourage attendees to apply these methods in their own topic areas.