End-to-End Healthcare Marketing Across the Customer Lifecycle to Multicultural Markets

 

Health care in multicultural markets can get complicated. But that can also be true for Caucasians. There is great diversity among and within each group. It is estimated that the Hispanic group has approximately $2 trillion of disposable income. That is just one cultural group. But let’s discuss some of the basics.

Know your market. Like any other marketing plan, it starts with knowing your target market and what they need but aren’t getting currently. In the healthcare arena that is voluminous. Mostly because it takes time and energy to learn about someone else’s beliefs and cultural practices. If your target group has many who have not been in the US long, you will face some issues with them depending on their culture of origin. Many cultures are distrustful of authority figures and fear if they give out financial information it will be used against them. In press and media let customers know you accept cash as well as insurance. Also consider your spokesperson carefully. Probably the best choice is someone from among your target market group that comes across as mild-mannered.

Many Native Americans find it disrespectful to look people in the eye, where in our culture that seems shifty. Such nuances can really get in the way of effective marketing and medical treatment if you are not aware of them.

If you are looking to gain many customers from an Asian or Hispanic culture, you need to remember that a lot of different countries with diverse cultures fall into each category. You’ll want to find out the main group first and learn about their customs. This will help you when you develop those marketing plans too.

If your company is in a metropolitan area, you should consider finding a PR or advertising agency that specializes in marketing to that group. They can also tell you what changes you should make in your offices to allow for maximum comfort to the patients or customers.

Any marketing done in a foreign language needs close examination by more than one person who is fluent in the language and culture. They should also check into any superstitions or cultural barriers that need to be respected.

The number of healthcare professionals, nurses, and pharmacists who fit the multicultural profile are a significantly lower percentage than members of that group in the US general population. That means you will need to make extra efforts to relate with them. And you might consider hiring and training someone within their community to ease the process for both your office and the community.

Have forms and brochures in languages that represent a significant group in your community. And if you need a translator, don’t use a family member or friend. This can place both the patient and the friend in an awkward and embarrassing situation of knowing personal and private information. You can use a voice app specifically designed for translating in healthcare situations. Just search the internet for “health care voice translator” and you should find one that fits your needs.

Be open, be authentic, and be interested, that will go a long way in overcoming any cultural or language barriers. Spend a little time to share some of your traditions and let them reciprocate, that may be the best possible way to connect and market what you have to offer

David Milberg is an investment banker from NYC.