Tackling health inequalities using geodemographics: a social marketing approach

Marc Farr, Jessica Wardlaw and Catherine Jones

Market research is generally considered the realm of the private commercial sector. This paper presents an innovative use of market research methods in the public sector, in particular the use of geodemographics, to tackle health inequalities.
  

Tackling health inequalities using geodemographics: a social marketing approach

Marc FarrDr Foster Intelligence and University College London

Jessica Wardlaw and Catherine JonesUniversity College London

INTRODUCTION

Companies in the private sector regularly use market research techniques to target their products and services at particular groups of consumers. The public sector is increasingly using market research techniques to gain similar customer insight. In 2007, the budget for the NHS was £90bn, and it is set to rise to £110bn in 2010 (HM Treasury 2007). Recent policy has handed down power to local Primary Care Trusts, which...

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