AGENDA - TOPICS and PRESENTERS 
Our one day conference addressed "targeting" and "tailoring" - two techniques commonly used in communication interventions and social marketing campaigns. Targeting involves carefully selecting which groups of people to pursue in order to create messages and strategies that will be more likely to succeed with that group. Tailoring involves soliciting information from the target group, and using that information to fine tune messages.
Discussion questions:
- How well do targeting and tailoring work?
- What are the most important variables on which to tailor and target, and how “deep” or fine-tuned should we go to optimize outcomes?
- When should interventions target groups separately according to health disparities or demographic categories? Similarly, when is it advantageous tailor based on disparity-related variables?
- Both targeting and tailoring were first developed by industry, but have been used for health interventions and social marketing campaigns for a long time. What new lessons can we learn from commercial marketing & advertising? When should health campaigns use different techniques, and not follow industry practices?
- What lessons can be learned from the latest generation of tailored interventions, including those using interactive technologies?
- How might we use of network integration as a criteria variable for tailoring or targeting?
- When tailoring interventions, what are the lessons about successful data collection methods?
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