Wednesday, August 16, 2017: 8:00 AM-9:30 AM
Audience segmentation is one of the foundational decisions that managers must undertake while designing health behavior-promoting communication strategies. Rich audience insights based on psychographic features help communication managers group their audience into similar segments that in turn help them design effective communication campaigns. This session will highlight efforts to segment the audience based on traditional approaches such as motivational factors as well as upcoming approaches such as Peer Crowd Influencers.
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