Title: Audience segmentation
Course: Level 3 - Health Education and Promotion > Section: Health education need assessment

Audience segmentation is the process of dividing a broad target audience into more homogeneous subgroups. The purpose of dividing up an audience into segments is to make your program more effective and to use your resources wisely.

Health education should be audience-specific and designed for the particular target group of people you are hoping to reach. As a Health extension worker, you should select your audience for each of your specific health education activities. Most health education and promotion campaigns and materials are designed to reach a particular population subgroup; audience segmentation is integral to these efforts. For example, if you need to create awareness on prevention of mother to child HIV/AIDS transmission (PMTCT) your specific audience should be as many as possible of the pregnant mothers in your kebele.

Audience segmentation always comes after need assessment is already performed. Because the data generated by need assessment is a base for audience segmentation.