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HEAT antenatal access target – marketing e-toolkit

The Scottish Government introduced the HEAT antenatal access target in April 2012 as part of NHSScotland’s performance management system.

The target is: ‘At least 80% of pregnant women in each Scottish Index of Multiple Deprivation (SIMD) quintile will have booked for antenatal care by the 12th week of gestation by March 2015 so as to ensure improvements in breast feeding rates and other important health behaviours.’

There is evidence that women at highest risk of poor pregnancy outcomes are those less likely to access antenatal care early and/or have a poorer experience of that care. Therefore, high quality, relationship-based antenatal care with a strong focus on prevention, promotion of health, early intervention and support as early as possible in pregnancy is vitally important. The antenatal access target aims to support this early access before 12 weeks for all pregnant women.

Marketing materials

NHS Health Scotland, in partnership with the Scottish Government and guided by a national advisory group, has developed national marketing materials to support the HEAT antenatal access target.

The materials have a national message but have elements available to be customised using the Web2Print platform. Local NHS Health Boards will be responsible for delivering communications activities and tailoring the national materials to support women in population groups identified as currently less likely to access maternity services early in pregnancy in their local area.  It is recommended that tailored messaging and visuals are used to ensure optimum impact and resonance with these different groups.

View the marketing e-toolkit  (PDF: 2MB) for detailed information on the marketing materials, how to access Web2Print, points to consider when customising the materials and support for local communications activities.


For more information or support with any aspects of the e-toolkit, please contact:

Early Years Programme

Early Years Programme Team:


Euan MacKay – Senior Marketing Manager: