Important Characteristics of your Audience

Physical Characteristics

Age range
Gender
Race
Health status
Medical conditions
Health risks
Physical challenges
Vision/Hearing

Demographic, Behavioral, and Cultural Characteristics

First language, other languages
Ethnicity
Occupation
Income
Employment status
Source of coverage
Family structure
Education
Residence
Cultural customs and traditions
Reading abilities
Math abilities
Lifestyle
Familiarity with subject of health care quality
Familiarity with the terminology of health care and quality measurement

Psychological Characteristics

Biases
Sensitivities
Specific interests and concerns
Attitude toward health care and quality measurement
Attitude towards sponsor of information
Motivation
Image of self
Mental or emotional challenges

Adapted from: McGee, J. Writing and Designing Print Materials for Beneficiaries: A Guide for State Medicaid Agencies. Health Care Financing Administration, Baltimore, MD. HCFA Publication Number 10145. October 1999, page 66, and the Plain English Network Web site at http://www.plainlanguage.gov

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