Using Invitation Science and Advanced Audience Segmentation for Social and Behavior Change

Session

Description: Faculty:Ted Singer, President, PVI, PeerView Institute, New York, New YorkBrad P. Glick, DO, MPH, FAAD, Member, AAD Board of Directors, Residency Program Director, Larkin Palm Springs Hospital, PI, GSI Clinical Research, ASDS Advocacy Ambassador, Miami, FloridaRelevance is a key component of motivational design. Relevance supports knowledge acquisition, improvements in competence, and changes in behavior.  Consequently, getting the right content to the right people is critically important to a successful educational intervention.At the same time, determining which segments have the greatest propensity for change will forecast the greatest impact of an educational program.  A careful definition of the target audience, an understanding of the needs of that audience, and an ability to reach those most likely to benefit will ensure the greatest effect. This is especially true when developing interventions for providers to narrow heath equity gaps and address specific social determinants of health (SDOH) by improving provider behavior and attitudes toward patients. In this session, the faculty will discuss the need for segmenting audiences in order to effect social and behavioral change and interact with attendees on how to best reach and influence those who need, or are able, to change.  Dr. Glick’s unique perspective as a practicing clinician and advocacy ambassador will allow for a meaningful discussion on how audience segmentation can be leveraged to develop various interventions. The content will also cover how needs assessments are used to identify both learning gaps and target audiences, and how learner segmentation can imbue rich outcomes analysis.   Audience segmentation is an analysis that divides a population or market into subgroups that have, or are perceived to have, meaningfully similar characteristics or significant differences from other subgroups. Different groups will respond differently to social and behavior change messages and interventions. Segmentation can help to shape communication efforts to effectively drive awareness, engagement, mobilization, and uptake.Segmentation can be achieved through activity design.•             Self-selection/ registration•             Mapping (connecting specific question responses)•             Adaptive Learning (tailors a learning experience to the skills, understanding, and interests of individual learners)Segmentation is also governed by invitation science. Recruitment of the defined target audience takes place during audience analysis through various channels that can include:•             Carefully constructed target audience definition                     - Demographics - specialty, age, gender, ethnicity, geography, etc. etc.•             Publicity and Delivery via ubiquitous channels•             Going Beyond the Basics                    - CMS Data Analysis                    - Segmentation by Health System and Alignment With Guidelines                    - Epidemiological dataAdvanced audience segmentation builds on traditional segmentation approaches by using mixed methods of research to hypothesize and test audience segments. Important differences that are identified can create segment groups based on their needs, attitudes, and behaviors, not only demographics, geography, and lifestyle characteristics.•             Psychographic and Attitudinal Surveys•             Social media monitoring and analytics•             Background research•             In-depth qualitative research and quantitative research•             Advanced statistical analysis/AIDeconstructing data into identified segments in the outcomes study provides additional benefits. Understanding the impact of an educational activity on identified cohorts can provide valuable insight into the reasons behind a learner’s actions. The approaches used to define the target audience produce a framework to understand how certain beliefs, behaviors, or needs vary across a given population. This rigorous process offers greater nuance and insight into the behaviors of priority groups, and interesting or unexpected attitudes, needs, or barriers can be uncovered.Topics:•             Which comes first –Identifying the problem or identifying the audience?•             Understanding the need for segmentation to effect social and behavioral change•             Criteria for Segmentation•             Invitation science – beyond the basics•             Uncovering audience needs and attitudes – advanced audience segmentationLearners in this session will come away having a clear understanding of the value and use of various channels in designing and implementing communication efforts that will more effectively drive awareness, engagement, mobilization, and uptake. They will be able to leverage audience segmentation tactics to develop targeted activities for specific audiences and recognize how to best reach and influence those who need, or are able to change.  In their own organizations, they will be able to use the identified steps to conduct an advanced audience segmentation effort designed to effect social and behavior change.Innovation: In learning to apply invitation science - identifying a target audience beyond simple demographics to uncover richer characteristics and the reasons behind a learner’s actions - providers have the potential to see greater impact of the educational interventions they are developing, including those with challenging social learning goals. The participation of Dr. Brad Glick, a practicing physician and advocacy ambassador, will provide unique insights from the “target audience” perspective.