Where appropriate, segment your audience into different target groups

Crowd of peopleNICE guidance on patient experience advises that information producers should consider segmenting their audiences into different target groups. This will enable you to tailor your information resources to suit the particular needs, preferences and characteristics of your selected target groups.

The application of social marketing principles can aid insight. Social marketing combines ideas from commercial marketing and the social sciences to influence behaviour in a sustainable and cost-effective way. It can help you to decide: which people to work with,  what behaviours you aim to influence and how to go about achieving your aims (to sustain or change behaviour).

Why is this important?

Patients experience care that is tailored to their needs and personal preferences, taking into account their circumstances, their ability to access services and their coexisting conditions.

Patient experience in adult NHS services: improving the experience of care for people using adult NHS services. (2012.) NICE (National Institute for Health and Care Excellence).
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Resources to support you

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How have others done this?

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Pauline talks about what makes information work for her