Table 2.

Planning matrix and considerations for audience segmentation for more impactful dissemination efforts and messaging

Segment	Relevant characteristics	Messages	Channels
Public health practitioners	• High commitment to health • Wide range of professional backgrounds • Access to summaries of evidence but often not the original research • Long-term horizon for outcomes	• Make a difference in society • Improve health equity • Enhance resources	• Leadership meetings • Professional associations • Brief summaries of evidence
Clinical practitioners	• High commitment to health • Narrow range of professional backgrounds • Time urgency	• Improve patient care • Improve health equity	• Journal articles • Professional associations • Professional conferences • Brief summaries of evidence
Policymakers (elected officials and street-level bureaucrats)	• Variable commitment to health (often limited knowledge across many issues) • Wide range of professional backgrounds • Short-term horizon for outcomes	• Serve constituents • Create return on investment • Get re-elected • Congruence of outcomes with strategic plans/agency aims	• Real-world stories • Brief summaries of evidence • Delivery of messages by opinion leaders
Community members and community partners	• Variable commitment to health • Values different types of “knowledge” and “evidence” regarding health • Impacted by personal or familial experiences as patients • Wide range of professional backgrounds • Shorter term horizon for outcomes	• Makes a difference in personal health/health of community • Provides tangible benefits or relevance to self, family, community • Is valued service or resource to community • Will not incur high costs or financial burden	• Local media channels • Real-world stories • Culturally appropriate media (local papers, radio) • Delivery of messages by trusted local community leaders • Cost-effectiveness and economic impacts of interventions