Developing Culturally Appropriate Marketing

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For healthcare organizations, attracting and supporting ethnic markets has quickly transformed from an “add on consideration” to a powerful consumer group and strategic piece of the business model. The success of President Obama’s broad-based and extremely diverse campaign tells us that the tipping point in our culture has already happened. What is necessary to harness the power of today’s ethnic market? Short of having a dedicated ethnic marketing group, how can you incorporate best practices to your existing marketing infrastructure to ensure that your brand and content resonate across cultures?

Text of Developing Culturally Appropriate Marketing

  • 1. Culturally Appropriate Marketing Communications: Tips and lessons learned from the trenches
  • 2. Chanin Ballance, CEO & Founder viaLanguage Who the heck are we? Janet Johnson, Pond Scum KC Distance Learning Scott Paro, Marketing Manager San Francisco Health Plan
  • 3. Agenda
    • Introductions
    • Building your brand across cultures
    • How to gage if your campaign is hitting the mark? And integrating social media.
    • Trends in web - cultural adaptation, copy creation, transcreation and translation
    • Closing - Q & A
  • 4. Todays environment Hispanics are the largest ethnic group in the U.S. Fastest growing segment Median age: 25.9 years 3.9 members / household Source: U.S. Census Bureau Report, June 2005 White 239.9 Hispanic 41.3 African American 39.2 American/Alaskan Indian 4.4 Asian 14
  • 5. The Evolving Market Percentage Resident Population by race/ethnicity, U.S. 1950-2000 Source: National Center for Health Statistics (2002)
  • 6. Projected Percentage Resident Population by race/ethnicity, U.S. 2010-2070 Source: U.S. Bureau of the Census: (NP-T5) Projections of the Resident
  • 7. The Government Weighs In... Executive Order 13166: Requires Federal agencies to examine services provided, identify need for services to those with limited English proficiency, and develop and implement a system to provide meaningful access California SB853: Requires all California health plans offer language access Canada and the EU have similar examples
  • 8. Its not just the law, its the time
  • 9. And healthcare is the right space
    • Obesity, diabetes, stroke and cancer are among the conditions that plague Hispanics , African Americans , Native Americans and Asian Americans .
    • As those groups grow -- minorities will make up nearly 50 percent of the U.S. population in the coming years -- so will the associated costs of health disparities.
    • -- National Center on Minority Health and Health Disparities
  • 10. Brand loyalty leads to word of mouth across generations Source : Global Insights, Snapshots of the US Hispanic Market, Q1 2003
  • 11. 47% of Hispanics are broadband and mobile web users versus 17% of whites.
  • 12. SFHP Marketing Goals
      • We identify our target audiences and determine what motivates them to seek coverage.
      • We determine what drives the decision for choosing a plan.
      • We impact the point at which a choice is made.
      • We determine why members drop coverage and implement strategies that encourage retention.
  • 13. The SFHP Advertising Program
    • Newspaper / Periodicals
    Bonuses to print advertising are free banner ads, exposure at sponsored events, editorials, and media coverage. Publication Language Circulation Ad Frequency Sing Tao Daily Chinese 152K daily 2x mo SF Examiner English 750K wk 2x wk China Press Chinese 273K wk 2x wk El Mensajero Spanish 112K wk 1x wk Western Edition English 40K mo 1x mo SF Bayview English 20K mo 1x mo El Tecalot Spanish 10K mo 2x mo
  • 14. The SFHP Advertising Program
  • 15. The SFHP Advertising Program
  • 16. The SFHP Advertising Program
    • Transit / Outdoor
    We choose bus lines to reach targeted neighborhoods. All bus shelter ads are language appropriate for the neighborhood where they are visible. Season Method Language Circulation Fall Bus exterior, Interior, shelters English/Chinese/ Spanish 90% entire SF market Spring Bus exterior, Interior, shelters English/Chinese/ Spanish 90% entire SF market
  • 17. The SFHP Advertising Program
    • How is it working?
      • SFHP averages 200+ direct referrals per month through advertising
      • 7-8% of all SFHP appointments were referred by advertising
        • Referral source captured in visitor tracking form at time of appointment
    • Membership Impacts
      • Medi-Cal Market Share:
        • SFHP (75%)
        • Anthem Blue Cross (25%)
      • Healthy Families Market Share:
        • SFHP (70%)
        • Kaiser Permanente (13%)
        • Health Net (11%)
        • Blue Shield (6%)
    • Additional Factors
      • As the community health plan, SFHP must remain visible in the communities we serve.
      • SFHP must compete with more heavily-branded competitors such as Blue Cross (MC) and Health Net (HF)
  • 18. Maslows Hierarchy was wrong
    • Social connection is more foundational to our well- being than food, water or shelter
    • Emotions are the primary shapers of our experience and trust
  • 19. Social media is not about tools and technology
  • 20. Social media is human interaction, social connections Remember the Latino Model of communications?
  • 21. You might be surprised to know Largest age group on Twitter in Feb. 2009 was 35-49 Comprising almost 42% percent of the sites audience Fastest growing population on Facebook: age 55 and older
  • 22. And its about showing up in search results
  • 23. Start small, but start, please
    • A common part of the consumers health experience is to face a health challenge, Google it, spend 20 minutes getting totally overwhelmed, and then do what they did in the 1980s: Call a friend and work through their offline social networks.
    • - Jude ORielley
  • 24. Understand how people search: Google Insights
  • 25. Watch what people search as health outbreaks occur
  • 26. Know how your area searches: swine flu vs. H1N1
  • 27. Explore other languages: la gripe porcina