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Mauricio

Mauricio. DEMOGRAPHICS Latino American, Male, Age 21. High school education. Works in construction. Working class Bilingual – Spanish English Single, maybe has a girlfriend Lives in Boston-area. Savvy mobile user – texting, smartphone.

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Mauricio

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  1. Mauricio DEMOGRAPHICS • Latino American, Male, Age 21. • High school education. • Works in construction. • Working class • Bilingual – Spanish English • Single, maybe has a girlfriend • Lives in Boston-area. • Savvy mobile user – texting, smartphone. • Parents came from somewhere else, but he was born here. • Plays in pickup soccer games. HEALTH • Lower back pain. • Cognitive: clever, smart, creative, ingenuity. Frustrated – wants to do well. • Low Health Literacy. Young and feels invincible despite back pain. TECHNOLOGY • Older smartphone – 3G or non-Apple. • Savvy with social media.

  2. Mauricio - scenario • Back pain is growing concern • Maybe used OTC for pain. Also social drinker. • Plays in soccer pickup league. • ABC as sponsor for soccer or fields. • Situation: teammate suggests going to ABC Health for information on back pain.

  3. Pamela DEMOGRAPHICS • Female, American. Carribean-American. • Mother of a daughter – first year in college. • Education: undergrad. Masters degree • Mom in her mid 40s. HR Manager. Married. TECHNOLOGY • Regular phone, tablet, • LinkedIn. On Facebook, but not big user. BACKGROUND • Three children – first going to college. Oldest is daugher, 2 younger boys. • Busy at work. Minimal time to do health research, but makes time, especially when sending things to daughter. • Behavioral issues: general apprehension about family changes. • Cognitively: bright • Health issues: stress and anxiety. Maybe high blood pressure, slightly over-weight. Sedentary due to job. • Likes Doctor Oz, and Oprah, Good Morning America. • Health Literacy: medium to high. Talks to doctor, reads health info.

  4. Pamela - scenario • Already a GMA watcher. Treats is like radio in morning. • Concerned about other sexual risks for women in college. • Adds “ABC” into google subject. Finds info on topic about ABC Health news. • Loyal follower. • Sends video link to her daughter.

  5. Nyesha DEMOGRAPHICS Female. 18. Single • Carribean-American. • Daughter of Pamela • Just started college in another state – freshman. • Started first semester. • Mom sends her health information. • Covered with parents insurance HEALTH • Slightly overweight, 10 lbs. • Feels healthy, but low health awareness. TECHNOLOGY • Laptop, smartphone, tablet. • Savvy user of all three, plus social media. • Posts frequently on Facebook, WhatsApp, SnapChat, Twitter, Vine, email.

  6. Nyesha - scenario • Has built some trust with ABC. • Uses widespread social media. • Receives links from mom in her email. • Has some minor health concerns and opens occasional links from mom.

  7. Paul & Sarah DEMOGRAPHICS • Caucasian Male. Age 25 • Wife is pregnant. • Lives in rural area – farming. • Getting interested in helping with consumer/health decisions. Still new to it. TECHNOLOGY • Desktop PC. Smartphone. Not much social media. HEALTH • Googles conditions that affect pregnancy. • He is healthy,but chews tobacco. • Health literacy is low. • Rarely goes to doctor. Only in emergencies. • Self-insured.

  8. Paul & Sarah - scenario • Sarah was very thirsty and had blurred vision (pregnant) • Paul & Sarah watch early evening news together (ABC World News Tonight). • Learned about a feature with pregnancy risk. • Banner ads across the bottom directed them to ABC Health blog.

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