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Lacking the Mark with “Goal Viewers” | by CommunicateHealth | wehearthealthliteracy


Alt: A doodle goals a paper airplane at one other doodle and shouts, “Maintain nonetheless! I’m attempting to focus on you with data!”

Right here at We ❤ Well being Literacy Headquarters, we’re no strangers to the phrases “target market” and “goal inhabitants” — they’re well being comm bread and butter! However when you concentrate on it, they aren’t such an effective way to seek advice from… nicely, anybody.

“Goal” sounds a tad aggressive, like militaristic phrases we attempt to keep away from. And it could make folks really feel they’re being, ahem, focused — relatively than prioritized, which is what we really imply! This connotation can get particularly dicey if you’re writing about marginalized communities.

In fact, your finish consumer might not ever set eyes on the doc the place you name them your “target market” — or the rest. However stranger issues have occurred! And as our grade-school lecturers preferred to say, in the event you wouldn’t use a phrase when speaking to somebody, it’s finest to not use it when speaking about them.

So how can we speak concerning the folks we’re attempting to achieve in our inner communications, convention poster shows, and the like? We’ve received a couple of concepts — they usually’re tremendous easy swaps!

Do that:

  • Our major viewers for the marketing campaign is Black People ages 25 to 44.
  • We’re prioritizing folks with disabilities in our outreach efforts.
  • The social media content material was very efficient at reaching the supposed viewers.

Not that:

  • Our target market for the marketing campaign is Black People ages 25 to 44.
  • We’re concentrating on folks with disabilities in our outreach efforts.
  • The social media content material was very efficient at reaching the target market.

The underside line: Ditch “goal” viewers — attempt “supposed,” “precedence,” or “major” as an alternative.

Tweet about it: We hear the time period “target market” so much in #HealthComm. @CommunicateHlth says that’s price revisiting: https://bit.ly/3sb6IVx #HealthLit




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Maga Shopy
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