APPLYING PSYCHOGRAPHIC SEGMENTATION TO ESTABLISH COMMUNICATION IN THE FIELD OF DOCTORS’ TRAINING

Authors

  • Yu. V. Voronenko P. Shupyk National Medical Academy of Postgraduate Education, Kyiv, Ukraine
  • O. P. Hulchiy P. Shupyk National Medical Academy of Postgraduate Education, Kyiv, Ukraine
  • N. M. Zakharova P. Shupyk National Medical Academy of Postgraduate Education, Kyiv, Ukraine
  • K. V. Balashov P. Shupyk National Medical Academy of Postgraduate Education, Kyiv, Ukraine

DOI:

https://doi.org/10.11603/1681-2786.2020.4.11912

Keywords:

continuous professional development, human resources, social marketing, cluster analysis, psychographic segmentation

Abstract

Purpose: to provide recommendations for targeted communication with key groups of consumers of continuing professional development (CPD) services based on previous segmentation.

Materials and Methods. The answers of 1768 respondents representing all regions of Ukraine, about the importance of factors in choosing the form of CPD subjected to factor analysis, which resulted in four factors were used as variables for cluster analysis (k-means method). The results were evaluated on the basis of descriptive statistics, the statistical probability of the difference was determined by pairwise comparison, and by analysis of variance.

Results. As a result of segmentation, carried out on the basis of the analysis of questionnaires of doctors – consumers of educational services, four key factors of a choice of the form of CPD are revealed: professionalism, accessibility, the level of social activity, formalism of the student – on the basis of which seven clusters of students were formed, differing in socio-demographic and psychographic characteristics.

Conclusions. Critical tasks are the optimization of the educational process, minimizing the flow of documents and time off from work, establishing work with online media, accounting, analysis, communication with existing consumers of educational services.

Author Biographies

Yu. V. Voronenko, P. Shupyk National Medical Academy of Postgraduate Education, Kyiv, Ukraine

Academician of the National Academy of Medical Sciences of Ukraine, DM (Medicine), Professor, Rector of P. Shupyk National Medical Academy of Postgraduate Education

O. P. Hulchiy, P. Shupyk National Medical Academy of Postgraduate Education, Kyiv, Ukraine

DM (Medicine), Professor, Vice-Rector for International Relations and Scientific and Pedagogical Work with Foreign Citizens of P. Shupyk National Medical Academy of Postgraduate Education

N. M. Zakharova, P. Shupyk National Medical Academy of Postgraduate Education, Kyiv, Ukraine

PhD (Medicine), Associate Professor, Head of the Master's Department of P. Shupyk National Medical Academy of Postgraduate Education

K. V. Balashov, P. Shupyk National Medical Academy of Postgraduate Education, Kyiv, Ukraine

Head of the Communications Department of P. Shupyk National Medical Academy of Postgraduate Education

References

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Voronenko, Yu., Hulchiy, O., Kharchenko, N., Zakharova, N., & Balashov, K. (2020). Dokazovo pobudovana komunikatsiia: neobkhidna peredumova upravlinnia bezperervnym profesiinym rozvytkom [Evidence-based communication: a necessary prerequisite for continuous professional development management]. Ukrainskyi medychnyi chasopys – Ukrainian Medical Journal, 4 (138), 1-4 [in Ukrainian].

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Published

2021-03-19

How to Cite

Voronenko, Y. V., Hulchiy, O. P., Zakharova, N. M., & Balashov, K. V. (2021). APPLYING PSYCHOGRAPHIC SEGMENTATION TO ESTABLISH COMMUNICATION IN THE FIELD OF DOCTORS’ TRAINING. Bulletin of Social Hygiene and Health Protection Organization of Ukraine, (4), 68–75. https://doi.org/10.11603/1681-2786.2020.4.11912

Issue

No. 4 (2020)

Section

Medical personnel training

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