Rynne S J
Health Prog. 1987 Sep;68(7):67-8, 72.
Hospitals are responding to women's demands for information about healthcare by instituting educational programs specifically for women. To plan such programs, the first step is to establish the major goal--whether to attract new market segments or to better serve existing users of services. It is possible to accomplish both, but they may require different approaches in terms of the program's location, time, presenters, topics, and promotion. In addition to attracting an audience, these programs also can build an image and promote utilization of services. Women who hear or read of the programs will get the impression the hospital cares and is enlightened about women. Targeted segments can be established by factors such as age, geography, and employment status, and programs can be set up to meet the specific needs of each segment. The program planners must resist the urge to tell women what the planners want them to know; instead, planners should learn what the women want to know. The programs also should rely on research that deals specifically with women, instead of information applicable to all people, since that information is usually based on the study of men only. Once the program has been presented, its effectiveness can be measured through random telephone or mail surveys to determine whether the target market has been reached.
医院正在通过专门为女性设立教育项目来回应女性对医疗保健信息的需求。要规划此类项目，第一步是确立主要目标——无论是吸引新的细分市场还是更好地服务现有服务用户。两者都有可能实现，但在项目的地点、时间、主持人、主题和推广方面可能需要不同的方法。除了吸引受众外，这些项目还可以树立形象并促进服务的利用。听到或读到这些项目的女性会留下医院关心且了解女性的印象。可以根据年龄、地理位置和就业状况等因素确定目标细分群体，并设立项目以满足每个群体的特定需求。项目规划者必须克制住告诉女性规划者想让她们知道什么的冲动；相反，规划者应该了解女性想知道什么。这些项目还应该依靠专门针对女性的研究，而不是适用于所有人的信息，因为那些信息通常仅基于对男性的研究。项目展示后，可以通过随机电话或邮件调查来衡量其效果，以确定是否已触及目标市场。
