Understanding the demographics of your customers can also help you consider possible services to introduce and if there is likely to be interest. It may also help you to target your services more effectively.

There are 3 key demographics you can consider, age, ethnic origin and social class. Each of these are explained below:

How can it be used?
Age: age of population could influence the services you provide. For example elderly populations can have a higher medicine usage, issues with polypharmacy and compliance issues, whilst those with mainly younger families often require services focused on children's health. A high percentage of customers aged 45 €“ 65 may want access to health checks including screening for diabetes, heart disease etc. In terms of marketing your services, a younger population may be more likely to use social media such as Twitter, Facebook or other networking sites.

Ethnic origin: the ethnic mix of your local population may determine not only particular services you offer but also the range of languages your support materials may need to be in. For example some ethnic groups are pre-disposed to conditions such as Type 2 diabetes whilst areas with a large Muslim population undertaking Hajj may find an increased need for Men ACWY vaccinations.

Social class: some conditions/illnesses can be more prevalent in lower socio-economic groups, for example they often have higher rates of smoking and follow a poorer diet.