Publication: Marketing Health Services

Targeting or tailoring?

(2008)
Center Authors: Rivers, S. E., Latimer, A. E., Salovey, P.

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http://ei.yale.edu/publication/targeting-or-tailoring/

This article reviews psychographics and matched messages as specific strategies for targeting and tailoring messages in health care marketing. Message tailoring needs to fit messages to individual characteristics, such as personality factors like coping styles or preferences for thinking extensively about choices.

Schmid, K. L., Rivers, S. E., Latimer, A. E., & Salovey, P. (2008). Targeting or tailoring? Maximizing resources to create effective health communications. Marketing Health Services, 28, 32-37.