Creating a Patient Persona - Clinic Essentials

Creating a Patient Persona

It’s important to tailor your message to a target audience when developing a marketing campaign for your clinic.

Start off by creating a patient persona. A patient persona represent a group of patients for a specific discipline that share similar characteristics such as demographics, healthcare needs, behavioural patterns and motivations.

When collecting information, be sure to gather the following:

  • Demographic information
    • Age
    • Sex
    • Marital status
    • Annual household income
  • Where do they work?
  • What issues/pain do they have?
    • Any challenges/frustrations?
    • What does it prevent them from doing?
  • What are their health needs and interests?
  • Where do they get their health information?
    • Online
    • Social media
    • Magazines
    • Co-workers
    • Family
    • Friends

The more information you have, the more effective you can be in reaching your intended audience with relevant information.

With this information, organize that data into groups based on similar characteristics so that each group represents a persona. Summarize each persona and select a group you wish to target for your next marketing campaign.

Posted on May 14, 2014 by Peter Reimer | Permalink

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