This\u00a0part of the module\u00a0introduces the use of geodemographic neighbourhood classification for the purposes of health care planning. The activity requires the assessment and discussion of two external presentations which advocate the use of this approach.<\/p>\n
Dr Foster Intelligence (2006) uses the term ‘social marketing’ as ‘the use of marketing techniques to achieve a benefit to people rather than a profit’. Conventionally, measures such as deprivation indicators such as the UK government’s Index of Deprivation 2004 (ODPM, 2004) have been constructed as a means of identifying populations with likely needs for health care, while geodemographic neighbourhood classification has tended to be used by the marketing industry to characterise small areas in which individuals are likely to have high propensities to respond to marketing of specific goods and services. The Dr Foster report contains a range of case studies of health care organizations using targeted marketing techniques in health promotion and delivery. Longley (2005) discusses a range of options for the use of geodemographic classification in the public sector, including health care applications of the Experian product, while Vickers and Rees (2006).<\/p>\n
‘Social marketing is the use of marketing techniques to achieve a benefit to people rather than a profit’<\/p>\n
(Dr Foster Intelligence, 2006)<\/p>\n<\/blockquote>\n
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\n\nActivity<\/h4>\n
Read the Petersen et al (2011) article and \/ or Longley (2005) presentations in particular. Discuss with your tutor and other students how optimistically you would assess the prospects for using geodemographic classification in the targeting of health care planning and the implications for health care GIS.<\/p>\n<\/div>\n
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\n\nReferences (Essential reading for this learning object indicated by *)<\/h4>\n
Dr Foster Intelligence (2006) Reaching People.<\/em> [report in offline format only]<\/p>\n
The original IMD comprising multiple domains that contribute towards an overall index value are described here:<\/p>\n
ODPM (2004) The English indices of deprivation 2004 (revised)<\/em> ODPM, London http:\/\/www.simonpoulter.co.uk\/iod\/iodpdf\/odpm_urbpol_029534.pdf<\/a><\/p>\n
The latest version of these indices (i.e. for 2015 rather than 2004), together with associated documentation, may be found here: https:\/\/www.gov.uk\/government\/statistics\/english-indices-of-deprivation-2015<\/a><\/p>\n
Petersen, J., et. al. (2011) Geodemographics as a tool for targeting neighbourhoods in public health campaigns Journal of Geographical Systems<\/em> 13 (2), 173-192.<\/p>\n
Vickers, D., and Rees, P. (2006) Introducing the area classification of output areas Population Trends<\/em> 125, 15-29 http:\/\/www.ons.gov.uk\/ons\/rel\/population-trends-rd\/population-trends\/no–125–autumn-2006\/introducing-the-area-classification-of-output-areas.pdf<\/a><\/p>\n