Segmenting Target Audience into Groups

Segmenting Target Audience into Groups
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The segmentation aspect may be misconceived as associated with discrimination and segregation, a context that implies a degree of inequality. However, there are scenarios where population segmentation is warranted to ensure proper planning and distribution of resources. For example, a population can be segregated in the health sector to allow quality, safe and effective care. President Biden’s administration segmenting the COVID-19 target audience into target groups is an effective approach to attaining the pandemic's goals and objectives. It is a strategy that ensures effective scenario planning to reach the desired outcome for this health issue. 

According to Keller, there are three top reasons for the segment the audience from a target audience to a target group. The definition of these terms can help understand the logic behind the segmentation. First, a target audience is the whole population of people that identify with a brand. In this case, the entire population is at risk of contracting COVID-19. The target group is a more specified cohort of people within the wider target audience. Second, segmenting helps scenario planning determine where to best spend the funds and resources to efficiently address the pandemic (TEDx Talks, 2013). Keller believes that segmentation into a target group is critical because of the budget. She argues that the kitty never has enough money to manage all its needs. The same is accurate for the United States healthcare funds. There is no adequate money for the government to meet the healthcare needs of every citizen. Keller also notes that we are rarely the target, which is why segmenting is important. In this case, the COVID-19 pandemic affected everyone, but there is a group that needs more attention than the others. Therefore, there is a specific target population that deserves more. Finally, the most important reason for segmenting, as detailed by Keller, is that it helps people to become effective. With a specific group in mind, it is possible to have goals and objectives targeting this group and effectively work to satisfy their health needs. 

Demographics is the main aspect to consider while breaking down a target audience to come up with a specific target group. While selecting a group through demographics, it is critical to conduct a psychographic to determine the audience's traits, interests, values, and opinions (Tieman & Lewis, 2021). This will help understand who among the general population needs two be considered more for the COVID-19 vaccination program. Psychographics helps health agencies and leaders conduct a core target audience analysis and learn about the issues surrounding the specific people within the population. It also helps in scenario planning as the analysis helps define the target group's needs, plan how to meet their health needs, and set the necessary resources to effectively meet the agenda of the health issue. 

In the health sector, the race is a key demographic, as marginalized communities are more vulnerable to the impacts and consequences of the pandemic. For instance, people of African American descent have various challenges accessing health services in the region. When the government devices an approach to segment a population into a target group, race is an important aspect to consider. Within the marginalized population, age can be used as a variable to determine the people within this minority group that are more vulnerable to the impacts of COVID-19. From children to the elderly, health experts advise that older persons above 50 years are more at risk of the impacts of this pandemic. This population suffers from various pre-existing illnesses that can increase the risk for severe COVID-19 impacts. According to Chatters, Taylor & Taylor (2020), the older population faces additional vulnerabilities during the period of the pandemic. The spread of this illness in homes and institutions had a devastating toll on older individuals, as the distressing reports show instances of neglect and mistreatment. Older persons, especially those from marginalized communities, live in precarious conditions and are more at risk following limited access to health services and possible challenges accessing humanitarian support. 

Guerrero & Wallace (2021) notes that underlying medical disorders greatly influence the likelihood of developing a serious disease from COVID-19. The repercussions can be fatal if ignored. According to a CDC study, patients with COVID-19 who had underlying medical issues had hospitalization rates that were six times greater than those of otherwise healthy adults. Twelve times more people died. Older persons are more likely to have chronic health disorders, and many of these conditions are more common in Black Americans. In addition, older adults of all races have immune system deterioration, which makes them more prone to infections and less able to fight them off. Moreover, older Black adults who live in nursing homes suffer low levels of quality" and are "probably less likely to be able to perform the types of rigorous training regimens and social distancing techniques that others can implement," according to the study. Nursing homes with a large percentage of Black and Hispanic residents have been twice as likely to contract the coronavirus than those with a predominantly white population.

Therefore, conducting a segmentation to specify a target group from a wider marginalized audience is essential. The approach will allow the government to have specific needs for the population and prevent them from suffering severe consequences following the health concern. This is not to say that the government should focus the efforts to battle COVID-19 on the marginalized elderly alone. Technically, the government can also have a health plan for other vulnerable groups, including children and the elderly white population. The essence of segmentation to arrive at a target group is to ensure the administration has effective measures tailored to meet the needs of a specific cohort. A one-size-fits-all approach would not give the best results in cases where some populations have more privileges than others and may not have the same health needs.  

Also Read:Nursing Discussion Posts Help

References

Chatters, L. M., Taylor, H. O., & Taylor, R. J. (2020). Older Black Americans During COVID-19: Race and Age Double Jeopardy. Health education & behavior : the official publication of the Society for Public Health Education, 47(6), 855–860. https://doi.org/10.1177/1090198120965513

Guerrero, L. R., & Wallace, S. P. (2021). The Impact of COVID-19 on Diverse Older Adults and Health Equity in the United States. Frontiers in public health, 9, 661592. https://doi.org/10.3389/fpubh.2021.661592

Tieman, J., & Lewis, V. (2021). Benefits of Structured Engagement with Target Audiences of a Health Website: Study Design for a Multi-Case Study. Healthcare (Basel, Switzerland), 9(5), 600. https://doi.org/10.3390/healthcare9050600

TEDx Talks (2013). Top 3 Reasons To Segment Your Audiences: Heidi Keller at TEDxMontlakeCut. [YouTube] YouTube. Available at: https://www.youtube.com/watch?v=0FfA_fiDKWk Accessed 10/25/2022