Abstract

San Diego County Tapestry: Using Social Marketing Analysis for Health
Track: Health and Human Services
Authors: ISABEL CORCOS, Alicia Sampson, Ryan Smith, Leslie Ray

As the County of San Diego becomes increasingly diverse, tailoring health promotion programs and public health messages to the unique needs of its residents is essential. We used market segmentation data to develop profiles of San Diego County's communities to help improve the health and well-being of the population.

Census tract-level demographic, socioeconomic and consumer expenditure data from the ESRI 2010 TapestryT Segmentation database was used to characterize neighborhoods. Community-level health statistics used to identify vulnerable populations and their predominant health issues. Tapestry data, used within the context of public health, provided significant insight into effective ways to communicate health messages and target a varied population.