The target market for the Healthy Hearts: Hypertension Management Program includes adults aged 40 to 70 who have been diagnosed with hypertension or are at high risk due to lifestyle or genetic factors. This group primarily consists of individuals from low to moderate-income households who may face challenges in accessing primary care or managing chronic conditions due to financial, cultural, or logistical barriers.

A significant portion of this target audience resides in urban and semi-urban areas of South Bend, Indiana, particularly in medically underserved neighborhoods. Many individuals in this community have limited health literacy and may lack access to digital health tools or reliable transportation to clinics.

This population has been selected due to their increased risk for complications associated with uncontrolled blood pressure, such as heart disease and stroke. The program aims not only to provide medical management but also to empower individuals through culturally tailored education and community support, ultimately reducing health disparities.

Demographic Characteristics:

• Age Range: 40–70
• Income: Low to moderate income
• Education Level: High school diploma or less (predominantly)
• Race/Ethnicity: Primarily African American and Hispanic
• Language Needs: Many prefer Spanish-language resources
• Health Status: Diagnosed or at-risk for hypertension

Geographic Characteristics:

• Location: South Bend, Indiana
• Service Area: Primarily St. Joseph County (urban and semi-urban)
• Accessibility Challenges: Limited access to transportation and primary care

Assessment of the Demographic and Geographic Location of the Target Market:

The target market for the Healthy Hearts: Hypertension Management Program primarily consists of adults aged 40 to 70 who live in South Bend, Indiana, and the surrounding communities within St. Joseph County. This area has a diverse population, with significant health disparities related to chronic disease management, particularly among minority and low-income groups.

Demographic Assessment:

• Age: The age group of 40 to 70 faces a higher risk of hypertension and related complications, including heart disease, kidney failure, and stroke.
• Race/Ethnicity: The target audience includes a high concentration of African American and Hispanic residents, both of whom face higher rates of hypertension compared to the general population due to systemic barriers, socioeconomic stressors, and limited access to preventive care.
• Income Level: Many residents live below the federal poverty line or in households with annual incomes of less than $45,000, which limits their access to regular care, medications, and wellness resources.
• Education: The population has a significant proportion of individuals with only a high school diploma or some college education. Health literacy levels may be lower, necessitating simple and easy-to-understand health messaging.
• Language: A sizable Spanish-speaking population in South Bend necessitates bilingual outreach materials to engage Hispanic/Latino community members effectively.

Geographic Assessment:

• Urban Focus: South Bend is a small urban city with pockets of concentrated poverty and medically underserved neighborhoods. Access to healthcare varies greatly depending on the zip code.
• Healthcare Access Gaps: St. Joseph County has multiple healthcare deserts—areas where residents have limited access to primary care, pharmacies, or affordable health education programs. Public transportation is limited, posing challenges for individuals needing regular follow-up appointments.
• Community Infrastructure: Despite these gaps, the area has a strong network of community organizations, churches, and local nonprofits that serve as trusted entities and can be leveraged for outreach partnerships.

This geographic and demographic assessment highlights the need for a no-cost, community-based program like Healthy Hearts, which can deliver care and education directly to those who need it most. By understanding the cultural, economic, and logistical realities of the target population, the program can implement focused marketing and service delivery strategies to enhance engagement and improve outcomes.

Segmentation Variables:

The Healthy Hearts: Hypertension Management Program utilizes a strategic combination of demographic, geographic, behavioral, and psychographic segmentation variables to connect with and engage its target audience effectively.

• Demographic segmentation focuses on individuals aged 40 to 70, particularly targeting those from lower income brackets, with lower educational attainment, and from racial or ethnic backgrounds that are disproportionately affected by hypertension, especially African American and Hispanic communities.
• Geographic segmentation targets specific neighborhoods in South Bend and St. Joseph County that are identified as medically underserved, where residents face challenges in accessing healthcare services.
• Behavioral segmentation examines patterns such as previous emergency room visits related to hypertension and instances of non-adherence to prescribed treatment plans, emphasizing the need for organized support.
• Psychographic segmentation considers individuals’ health beliefs, their trust in healthcare providers, and their willingness to adopt lifestyle changes.

Together, these segmentation strategies help tailor messaging and services to address the unique needs and preferences of the community effectively