ROLE OF THE AUDIENCE SEGMENTATION FOR THE HEALTH COMMUNICATION PROCESS
Journal Title: Българско списание за обществено здраве (Bulgarian Journal of Public Health) - Year 2015, Vol 0, Issue 2
Abstract
Health communication is a multifaceted and multidisciplinary approach to sharing health information and is an integral part of the programs of health promotion. Good knowledge of the audience allows the health message and communication channel to match the characteristics as well as to achieve maximum effect. For this purpose formative research and segmentation of the audience have been used. Principles of social marketing, underlying the segmentation of audiences, provide a basis for effective interventions in public health. Audience segmentation is carried out based on two broad groups of variables: descriptive characteristics of the audience (geographic, demographic and psychographic) and behavioral factors. Audience segmentation allows to select target audiences based on health risk factors, effective communication of complex health messages, and to identify the communication channels and strategies. The aim of this article is to describe main methods of audience segmentation and present opportunities for their application in public health field. Moreover, attention is paid to the practical feasibility of different approaches, such as in the article are presented psychographic methods developed to research the Bulgarian audience. Below are given examples of international and Bulgarian practice, demonstrating the practical application of methods mentioned.
Authors and Affiliations
Tatyana Karanesheva
Keywords
Related Articles
- EP ID EP475100
- DOI -
- Views 61
- Downloads 0
BASIC PRINCIPLES IN QUALITY ASSURANCE AND CONTROL OF RESULTS OF FOOD CHEMICAL ANALYSES
Provision and quality control of the results of chemical analyzes of foods are important prerequisites for obtaining objective data from chemical analysis. The article provides an overview of standards and guidelines for...
FOOD AND NUTRITION ACTION PLAN OF BULGARIA, 2005-2010: ACHIEVEMENTS AND CHALLENGES
The national Food and Nutrition Action Plan, 2005- 2010, for Bulgaria includes three main aspects: nutrition, food safety and sustainable food supply. This publication presents the implemented works, achievements and cha...
OCCUPATIONAL ERGONOMIC FACTORS AND THEIR IMPORTANCE FOR THE HEALTH OF WORKERS
The working place and working environment can be risk factors, which are directly infl uencing health and safety of work, as well as working capacity of workers, by decreasing it and inducing lack of satisfaction of work...
HUMAN BIOMONITORING AND BIOMARKERS OF EXPOSURE
Assessment of the exposure to chemical substances is an essential element of the quantitative risk assessment. Traditionally, it is performed by measuring their concentrations in the air at the workplace, or in the envir...
INTENSIFICATION OF TRANS-BORDER COOPERATION - FROM PRIMARY CARE TO EMERGENCY CARE
Cross-border cooperation between the Rhodope Region, Northern Greece and Kardzhali Region, Bulgaria dates back as far as over ten years, with actual achievements of several successfully completed projects. A major role i...