One size doesn`t fit all : segmentation and tailoring in health promotion and prevention, the case of Tobacco Prevention

Wieber, Frank; Müller, Steffen; Ackermann, Kurt Alexander; Furchheim, Pia

Publication type:	Conference other
Type of review:	Not specified
Title:	One size doesn`t fit all : segmentation and tailoring in health promotion and prevention, the case of Tobacco Prevention
Authors:	Wieber, Frank Müller, Steffen Ackermann, Kurt Alexander Furchheim, Pia
et. al:	No
Conference details:	Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023
Issue Date:	12-Sep-2023
Language:	English
Subjects:	Prävention; Tabak; Gesundheit; Sport; Erholung; Gesundheitsökonomie
Subject (DDC):	614: Public health and prevention of disease
Abstract:	For successful health promotion and prevention, it is important to define and understand target groups. While most campaigns and interventions take basic characteristics such as demographics (e.g., age) or socioeconomic characteristics (e.g., educational attainment) into account, there is often a lack of knowledge about behavioral characteristics (e.g., smoking opportunities), psychographic characteristics (e.g., motives for exercising) or health-work characteristics (e.g., ability to work despite chronic diseases) of different target groups. Accordingly, a one size fits-all approach is problematic because it bypasses the individual characteristics of the target groups and is less effective and efficient. Against this background, target group segmentation presents an opportunity that needs to be seized. The aim of this workshop is to introduce the idea, process and requirements of the segmentation and tailoring approach. With the help of three empirical examples, we will illustrate its application and discuss the benefits and potential challenges. The first example focuses on the “TPF Target group profiles” project on tobacco prevention. Based on the collection of detailed information on the behavioral and psychographic characteristics of adolescents and adults, segments were derived, specific prevention messages on smoking prevention and cessation for the respective target group profiles were developed, tested, and were made accessible to health professionals on a digital platform. The second example summarizes findings from several projects in the field of exercise and sport promotion. Thereby, different possibilities for tailoring target-group specific measures will be introduced. For example, target-group-specific sport and exercise programs can be developed based on individual motives and physical condition. The third example, based on an SNSF project, sheds light on labor market integration among older workers with different health profiles. We examine which segments of older workers benefit most from vocational rehabilitation programs and are most likely to remain in employment despite poor health. Evidence from this study will enable us to develop more effective reintegration measures. After the three examples, we would like to discuss the following questions: 1) What are further possible applications of segmenting in the field of health promotion and prevention as well as health care? 2) What are the challenges and opportunities of the approach?
URI:	https://digitalcollection.zhaw.ch/handle/11475/30042
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Health Sciences School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM) Institute of Public Health (IPH)
Published as part of the ZHAW project:	Zielgruppenprofile in der Tabakprävention
Appears in collections:	Publikationen Gesundheit

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Wieber, F., Müller, S., Ackermann, K. A., & Furchheim, P. (2023, September 12). One size doesn`t fit all : segmentation and tailoring in health promotion and prevention, the case of Tobacco Prevention. Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023.

Wieber, F. et al. (2023) ‘One size doesn`t fit all : segmentation and tailoring in health promotion and prevention, the case of Tobacco Prevention’, in Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023.

F. Wieber, S. Müller, K. A. Ackermann, and P. Furchheim, “One size doesn`t fit all : segmentation and tailoring in health promotion and prevention, the case of Tobacco Prevention,” in Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023, Sep. 2023.

WIEBER, Frank, Steffen MÜLLER, Kurt Alexander ACKERMANN und Pia FURCHHEIM, 2023. One size doesn`t fit all : segmentation and tailoring in health promotion and prevention, the case of Tobacco Prevention. In: Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023. Conference presentation. 12 September 2023

Wieber, Frank, Steffen Müller, Kurt Alexander Ackermann, and Pia Furchheim. 2023. “One Size Doesn`T Fit All : Segmentation and Tailoring in Health Promotion and Prevention, the Case of Tobacco Prevention.” Conference presentation. In Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023.

Wieber, Frank, et al. “One Size Doesn`T Fit All : Segmentation and Tailoring in Health Promotion and Prevention, the Case of Tobacco Prevention.” Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023, 2023.