COM0014 – Blog #3 – Tapping into the hero psyche

For the purpose of this assignment I’d like to take a closer look at the target audiences of the Canadian Medical Association Journal. We’re currently developing a social media strategy so understanding our key demographic is a critical step in establishing how and what we communicate. 

Upon searching through Twitter and listening to some of the conversations taking place in the medical sphere it’s clear CMAJ must communicate directly to physicians and clinicians of relatively high socio-economic status. In terms of demographics, these are psychiatrists, surgeons from various specialities, family doctors and researchers, most of which fall between the ages of 35-60. Because they are doctors, it’s safe to assume the majority of our audience is financially stable, highly educated (with up to ten years of post-secondary education), informed and likely married with families. I feel it’s safe to say a large percentage of audience members are male, and they are especially advocates for fast, savvy information. They’re constantly on the pulse of medical innovations and value fresh perspectives delivered in a timely fashion. We can also tap into a more niche audience of female surgeons, which present a particularly fascinating challenge as they deal primarily with gender discrimination in the medical field. It will be important to curate content that is mindful of this phenomenon and advocates for equality when communicating to female physicians. Diversity is definitely a factor to consider; as we publish primarily for Canadian authors we also distribute research to physician around the world, from Asia to Europe. 

Upon doing a bit of deeper research into the psychographics of these audiences, I’ve actually noticed that medical professionals – particularly surgeons – tend to be very curt, direct and practical in their approach to public life. They are results oriented, if not slightly impatient people, which I believe stems from their demanding careers. They are very busy people juggling multiple professional responsibilities as well as family lives, so they value their time and appreciate the “bottom line” of communications. I think understanding this about my audience can help me craft the right content – material should be concise, critically relevant and bold. I believe they like to travel but commonly agree with more conservative viewpoints. Most likely upper class citizens, I imagine they drive luxury vehicles but I don’t think they are particularly materialistic individuals – they value people and social change. They’re most certainly leaders, which comes with the territory of being a health care “hero” as public perceives them, and they likely unwind through sports or physical activities that promotes good health. All in all, I think our audience members are very rational, well rounded people, with a tendency to get heated about controversial subjects that seem unjust. 

With this in mind I think the most important thing we can provide them with is a space to feel safe – a recluse from their busy schedules. Physicians are inherently a hard demographic to tap into but if we can offer them a space to relate to one another, perhaps take off their hero’s cape for an hour to decompress and talk about issues they frequently bottle up; such as stressful schedules, delayed surgeries or simply coping with the stress of COVID-19, then we can develop a long-term relationship of trust and understanding. 

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