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Health 2011 The Fire Service Approach. Spencer Payne Warwickshire Observatory THE EFFECTIVE TARGETING OF SHARED CUSTOMERS.

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Presentation on theme: "Health 2011 The Fire Service Approach. Spencer Payne Warwickshire Observatory THE EFFECTIVE TARGETING OF SHARED CUSTOMERS."— Presentation transcript:

1 Health 2011 The Fire Service Approach

2 Spencer Payne Warwickshire Observatory THE EFFECTIVE TARGETING OF SHARED CUSTOMERS

3 SORRY!

4

5 No, not this

6 KNOW YOUR CUSTOMERS… +=

7 VICTIM OFFENDER LOCATION Problem Analysis Triangle Does not apply to ADFs WHO is the victim?

8 MOSAIC Household classification system 11 Groups 61 Types All unique characteristics demographics perception of safety household composition channel preferences ethnicity deprivation / income hobbies / interests health type of property attitudes education

9 MOSAIC ACareer professionals living in sought after locations BYounger families living in newer homes COlder families living in suburbia DClose-knit, inner city and manufacturing town communities EEducated, young, single people living in areas of transient populations FPeople living in social housing with uncertain employment in deprived areas GLow income families living in estate based social housing HUpwardly mobile families living in homes bought from social landlords IOlder people living in social housing with high care needs JIndependent older people with relatively active lifestyles KPeople living in rural areas far from urbanisation GROUPS

10 MOSAIC ACareer professionals living in sought after locations GROUPS A01 - Financially successful people living in smart flats in cosmopolitan inner city locations A02 - Highly educated senior professionals, many working in the media, politics and law A03 - Successful managers living in very large houses in outer suburban locations A04 - Financially secure couples, many close to retirement, living in sought after suburbs A05 - Senior professionals and managers living in the suburbs of major regional centres A06 - Successful, high earning couples with new jobs in areas of growing high tech emp. A07 - Well paid executives living in individually designed homes in rural environments & TYPES

11 ACareer professionals living in sought after locations A01 - Financially successful people living in smart flats in cosmopolitan inner city locations MOSAIC GROUPS & TYPES

12 ADF HOUSEHOLDS

13 VOLUME OR RISK?

14 100 TYPICAL ADF VICTIMS 100 TYPICAL WARWICKSHIRE HOUSEHOLDS

15 ADF HOUSEHOLDS WARWICKSHIRE Group F households are 5 times more likely than ‘average’ to experience an ADF 1 in every 209 Group F households 1 in every 3,116 Group K households Group F households are 15 times more likely than Group K to experience an ADF

16 RISK 5x 4x 3x 2x Average No risk

17 VOLUME D & B 29% groups % of all ADFs % of all households RISK F, G & I 29% VOLUME or RISK? 31%8%

18 PEOPLE NOT NUMBERS…

19 WHERE? Group F - Clarendon, Brunswick, Newbold, Crown Group G - Camp Hill, Bar Pool, Wem Brook, Kingswood Group I - Newbold, Wem Brook, Bede, Caldecott

20 smoke single person dwellings claim benefits / have low incomes / be unemployed high levels of debt / CCJs purpose built flats poor general healthmental health issues sleep lots and watch TV public rented dwellingsbetting and bingo WHO? The types of households that are most likely to experience ADFs are also the types of households that are most likely to have the following characteristics…

21 Social Housing WHO? 4x 3x 2x Avg. Avg. 2x 3x 4x 5x 6x

22 Smoking WHO? 2x 1.5x Avg. 0.5x Avg. 2x 3x 4x 5x 6x

23 Chronic liver disease / Cirrhosis WHO? 3x 2x Avg. Avg. 2x 3x 4x 5x 6x

24 Schizophrenia WHO? 4x 3x 2x Avg. Avg. 2x 3x 4x 5x 6x

25 HOW?

26 Shopping at Farmfoods 2.5x 2x 1.5x Avg. 0.5x Avg. 2x 3x 4x 5x 6x

27 HOW? Likelihood of having no bank account Avg. 2x 3x 4x 5x 6x 2.5x 2x 1.5x Avg. 0.5x

28 HOW? Betting & Bingo Avg. 2x 3x 4x 5x 6x 2.5x 2x 1.5x Avg. 0.5x Avg. 2x 3x 4x 5x 6x 2.5x 2x 1.5x Avg. 0.5x

29 YOUR CUSTOMERS ARE THEIR CUSTOMERS TOO…

30 Mosaic gave us broad descriptions of ‘typical’ ADF victims Could we test the theory against ‘real people’? F&R identified ADF victims NHS Warwickshire trawled patient databases

31 Community Hospital Contacts Mental Health Outpatients Mental Health Community Contacts = Warks Pop. = Warks ADF victims

32 RECAP... +=


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