Geodemographics as a tool for targeting neighbourhoods in public health campaigns |
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| Authors: | Jakob Petersen Maurizio Gibin Paul Longley Pablo Mateos Philip Atkinson David Ashby |
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| Institution: | (1) Department of Geography and Centre for Advanced Spatial Analysis, University College London, Gower Street, Bloomsbury, WC1E 6BT, UK;(2) Southwark Primary Care Trust, 160 Tooley Street, London, SE1 2TZ, UK;(3) School of Geography Birkbeck, University of London, Malet Street, London, WC1E 7HX, UK;(4) Dr Foster (Research) Ltd., 12 Smithfield Street, London, EC1A 9LA, UK;; |
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| Abstract: | Geodemographics offers the prospects of integrating, modelling and mapping health care needs and other health indicators that
are useful for targeting neighbourhoods in public health campaigns. Yet reports about this application domain has to date
been sporadic. The purpose of this paper is to examine the potential of a bespoke geodemographic system for neighbourhood
targeting in an inner city public health authority, Southwark Primary Care Trust, London. This system, the London Output Area
Classification (LOAC), is compared to six other geodemographic systems from both governmental and commercial sources. The
paper proposes two new indicators for assessing the performance of geodemographic systems for neighbourhood targeting based
on local hospital demand data. The paper also analyses and discusses the utility of age- and sex standardisation of geodemographic
profiles of health care demand. |
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