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 info!”

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 confer with… effectively, anybody.

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

After all, your finish person could not ever set eyes on the doc the place you name them your “target market” — or anything. However stranger issues have occurred! And as our grade-school academics favored 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 will we speak in regards to the folks we’re attempting to achieve in our inside communications, convention poster displays, and the like? We’ve bought a number of concepts — and so they’re tremendous easy swaps!

Do that:

  • Our major viewers for the marketing campaign is Black Individuals 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 meant viewers.

Not that:

  • Our target market for the marketing campaign is Black Individuals 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 — strive “meant,” “precedence,” or “major” as a substitute.

Tweet about it: We hear the term “target audience” a lot in #HealthComm. @CommunicateHlth says that’s worth revisiting: https://bit.ly/3sb6IVx #HealthLit



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