Targeting Markets for Effective College Health Programs under Tight Budget Constraints

Targeting college health programs to student market segments to increase effectiveness is being driven by declining overall college and university budgets. Carefully designed and implemented panel surveys of students' health beliefs and practices inform policymakers about trends, as well as specific pockets of need for health interventions. Results from a panel survey conducted in 1988 and 1991 at a large midwestern university illustrate these points. Specifically, student market segments such as gender, class standing, and level of sexual activity reveal particular needs in the areas of knowledge about alcohol, drugs, AIDS, STDs, safer sex practices, and comfort with purchasing condoms. Implications for more effective and efficient program planning are discussed.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/66671/2/10.1177_016327879401700105.pd