NICE 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).