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
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