Know Your Customers
Know Your Customers
Research has identified different groups of travellers.7 Understanding more about these
groups will help you to tailor your advice when speaking to them about their requirements.
| 1 Attitude towards malaria | Some knowledge |
| 2 Attitude towards antimalarials | Confused but receptive |
| 3 Will cost influence decision to take antimalarials? | Depends on risk perception |
| 4 Is fear of malaria greater than the fear of adverse events? | Fear of adverse events can outweigh fear of malaria |
| 5 What decision-making information do they use? | Medical advice or peers |
Conclusion
Young travellers may not realise the importance of malaria protection but tend to be open to medical advice
| 1 Attitude towards malaria | Some knowledge, prefer bite prevention |
| 2 Attitude towards antimalarials | Confused but receptive |
| 3 Will cost influence decision to take antimalarials? | Depends on risk perception |
| 4 Is fear of malaria greater than the fear of adverse events? | Fear of adverse events can outweigh fear of malaria |
| 5 What decision-making information do they use? | Medical advice or peers |
Conclusion
VFRs may have received incorrect information from relatives, or may not realise that antimalarials are required. They may think they have natural immunity if they lived in the country they are visiting.
| 1 Attitude towards malaria | Some knowledge |
| 2 Attitude towards antimalarials | Better safe than sorry |
| 3 Will cost influence decision to take antimalarials? | Seen as an investment in health |
| 4 Is fear of malaria greater than the fear of adverse events? | Yes |
| 5 What decision-making information do they use? | Medical advice |
Conclusion
Older travellers may be particularly concerned about malaria and will appreciate reassurance
