ARLINGTON, Va. - If your last lesson in ethnic marketing was a decade ago, you better go in for a refresher course. The relationship between ethnic groups and healthcare is dramatically changing. Minority groups in America are becoming better educated and medically assertive, exercising increased buying power and brand loyalty, and growing more receptive to marketing, according Sheila L. Thorne, managing director of the New America Wellness Group (NAWG). At an industry conference held here last month, Thorne and other multicultural healthcare experts provided insight on how to capture the ever-expanding minority market.
At 25 percent of the population, multicultural Americans represent a $25 billion pharmaceutical market, based on total drug sales of $98.6 billion in 1996. This figure is estimated to increase to 33 percent by 2010, according to the Strategic Research Institute. This figure is conservative as it does not reflect ethnic over representation in key disease categories or health-related services from providers and health plans.
In addition, racial and ethnic differences in healthcare attitudes should be addressed in your marketing strategies. According to raceandhealth.hhs.gov, racial and ethnic minorities possess higher rates of hypertension, yet are less likely to undergo treatment to control their blood pressure. Multiethnic patients comprise nearly 54 percent of HIV/AIDS cases, indicating the diversity of healthcare concerns.
By marketing to multiethnic groups, manufacturers and organizations target the increasing buying power of African-Americans, Hispanics, Asian-Americans and Native Americans and aid in closing America's racial gap.
Cross-Cultural Partnering
Colgate-Palmolive Comp. program coordinator Dawna Michelle Fields built the "Bright Smiles, Bright Futures" program aimed at teaching low-income inner-city children and their families how to prevent dental disease.
Founded in 1991, the program features a cross-cultural, multilingual approach aimed at America and abroad. "Bright Smiles, Bright Futures" reaches 5 million children annually through school curriculum and a mobile dental program.
To target a multiethnic community, Fields recommends three key tactics: partnerships, role-modeling and community immersion. To achieve these goals, Colgate-Palmolive created partnerships with the National Dental Association, Hispanic Dental Association, the YMCA and the Boys and Girls Club. The program serves five primary cities and 13 secondary communities with volunteer dental screening for children ages 1 to 12. As well, 90 percent of Head Start schools and 90 percent of third grade classes across the nation teach the Colgate curriculum.
To increase community awareness, the Smiles Files component submits a series of 12 oral health articles to local ethnic newspapers and health magazines.
Selling your product to the consumer takes more than a 6-foot rabbit preaching oral health.
Multi-ethnic DTC Tips
To develop DTC marketing techniques that resonate with a multiethnic audience:
- Do your homework - research your targeted audience.
- Be respectful and understanding of ethnic differences.
- Surround yourself with the best - contact top ethnic executives in your target audience.
- Don't procrastinate - competitors won't wait.