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"This is the peer reviewed version of the following article: Daru, J., Moores, R., Dodds, J., Rayment, J., Allard, S. and Khan, K. S. (2015), Non-anaemic iron deficiency in pregnancy: the views of health service users and health care professionals. Transfusion Med, 25: 27–32. which has been published in final form at https://doi.org/10.1111/tme.12184. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving."