Decoding Promises and Perceptions: A Reflexive Thematic Analysis of the Online Presentation of Noninvasive Prenatal Testing (NIPT) in Top U.S. Brands

Due to recent news coverage of noninvasive prenatal testing (NIPT) technology, in combination with an increase in political rhetoric around women's reproductive health and choice, I explore how language is used for promotional materials of the top 10 NIPT brands in the U.S. and convey dominant/hegemonic messages of comfort, confidence, and trustworthiness despite concerns about NIPT technology. A reflexive thematic analysis showed patterns of reliance on discourses on motherhood, parenting, and reproduction to advertise products and, conversely, a lack of the "full picture" of prenatal testing on company websites. From these results, we can gather that the potential interpretation of the website language could have more significant implications, like the premature termination of pregnancies, the increased chance of depression, and over-reliance on health information listed on the Internet. Ultimately, the language on NIPT company websites may influence decision-making and reinforce the more "powerful" messages that could potentially harm women.