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Useful Marketing Tool: Insight to Any Target Audience Anywhere

By Stewart Gandolf, Chief Executive Officer

target audience demographicsAudience demographics can be a bewildering blizzard of data even for numbers-oriented healthcare marketing professionals. Thankfully there are several geo-demographic data shuffling companies that decode the raw data and transform it into understandable (and useful) market descriptions.

One such outfit—Esri, based in New York—has distilled a ton of data into an easy to understand description of demographics, culture and lifestyle for every ZIP Code in the US. We have no business connection with Esri, but we’re impressed with their “ZIP Lookup” this really useful marketing information and decision-support tool.

Esri’s ZIP Lookup main page invites you to enter your ZIP Code to find the demographic and lifestyle information about your neighborhood. Using the Healthcare Success’ office ZIP (92618) as a quick illustration, the online resource describes the population in terms of the three “Top Tapestry Segments.” Esri’s Tapestry Lifestyle Segmentation classifies the US population into 67 descriptive lifestyle slices.Esri's ZIP Lookup

Our example reveals 65 percent are Enterprising Professionals, 24 percent are Metro Renters, and 6 percent are Boomburbs. A dropdown description is provided each of the proprietary labels, so we know that “Boomburbs” are:

Boomburg description

On the same screen, individual tabs (and interactive mouse-overs) provide a graphic breakout of Income, Age and Population Density for the ZIP and for surrounding areas.

This is an easy to use, quick reference marketing tool that you’ll want to keep for handy reference. But our description isn’t nearly as much fun as giving ZIP Lookup a test run of your own, so click through here. And for more on this topic, see: How to Define Your Target Audience – A Critical Health Care Marketing Success Factor.

Lonnie Hirsch

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