Providing Culturally Competent Care to Diverse Populations

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    30-Jul-2016

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Argentum Senior Living Executive Conference concurrent session Original session time: Tuesday, May 11, 3:15 - 4:30 PM Speaker: Kelly McDonald, Multicultural Marketing and Business Trends Expert

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<ul><li><p>Providing Culturally Competent Care to Diverse Populations</p></li><li><p>Weve Changed</p><p>OLD NEW</p></li><li><p>Diversity Comes in Many Forms Gender</p><p> Religion</p><p> Political views</p><p> Age/Generation Matures (seniors) Boomers Gen X Gen Y</p><p> LGBTQ</p><p> Physical abilities</p><p> Rural / Metro</p><p> Military/Civilian</p></li><li><p>Diversity Comes in Many Forms Racial</p><p> White, Black, Asian, Native American, Pacific Islander</p><p> Ethnic/Linguistic Hispanic, Indian, etc.</p><p> Nativity Foreign-born or U.S. born</p><p> Lifestage New moms/dads, retirees, college students, empty-nesters</p><p> Lifestyle/Affluence Working poor, middle class, wealthy</p><p> Core values Environmentalists, vegetarians, home schoolers</p></li><li><p>Your Turn</p><p>What ways can you see diversity in your clients and prospects?</p></li><li><p>10 Strategies for Serving Diverse Populations</p></li><li><p>#1: Be Relevant Identify what people want, then give it to them</p><p> Example: Target vs. K-Mart</p><p> Relevance: Style on a budget</p><p> Benefit: value with dignity</p></li><li><p>Figure out Your FAB</p><p> Features Attributes Benefits</p></li><li><p>FAB Example: My Car Feature: </p><p> Bluetooth technology</p><p> Attribute: Hands-free talking</p><p> Benefit: Safety</p></li><li><p>Strategy #2: Build Your Infrastructure</p><p> Diversity efforts require examination of infrastructure</p><p> Angelika theatre in Dallas: </p></li><li><p>#3: Do Your Homework Bad example: Wireless company: </p><p> Cinco de Mayo themed ads in Miami</p><p> Good example: San Francisco: Bank of America partnered with AT&amp;T to tap into huge Asian population Open a new checking account, get AT&amp;T prepaid calling card </p><p>good for calls to Asia AT&amp;T customers received free checking at BofA</p><p> Goal: 1,500 new accounts Actual: 22,000 new accounts</p></li><li><p>Affluent Boomer Women Boomer women are affluent and </p><p>empowered Careers and investments Inheritances</p><p> From parents or husbands</p><p> Women over 50 are the healthiest, wealthiest and most active generation of women in history</p><p> 43% of Americans with $500,000 or more in assets are women</p></li><li><p>What Affluent Women &amp; Moms Want</p><p> The more mature, affluent consumer places the highest priority on experiences &amp; making memories</p><p> They care about security, convenience, the environment</p></li><li><p>Cultural Barriers May Exist</p></li><li><p>General Mills Overcame Cereal Stigma</p></li><li><p>#4: Adapt to Differences</p></li><li><p>Macys Products Differ by RegionSalt Lake City Atlanta</p></li><li><p>Burger King Adjusts Their Menu New York Bagels Birmingham - Biscuits</p></li><li><p>Sometimes its Not What, But How</p></li><li><p>Public Storage Payment Options</p></li><li><p>#5: Use Consumer Insights</p></li><li><p>Selling to Women</p><p>Value expansive choices, seeing all options </p></li><li><p>Selling to Men</p><p> Want choices simplified The magic number is 3</p></li><li><p>Selling to Boomers</p><p> Boomers value continuous learning Influenced by talk radio, Oprah, self-help </p><p>books and seminars Choices and positive messages</p></li><li><p>Positive Messaging is Powerful</p></li><li><p># 6: Tap Into Values</p></li><li><p>Gen X Key Values Diversity Custom / personalization</p></li><li><p>Womens Values</p><p> Women want testimonials/customer reviews online</p><p> Women trust what other women say</p></li><li><p>Two Working Spouses Values Two income households are busy &amp; very </p><p>demanding. Anything that makes it better or simpler for them is wonderful</p></li><li><p>#7: Customize Products or Experiences</p></li><li><p>McDonalds Experiments with Customization &amp; Fresh Offerings </p></li><li><p>Customization Lifts Business Ignites Passion</p></li><li><p>Sunny Vista Customizes Menu Options Thai-style soup with fresh </p><p>ginger and thin-sliced beef for Asian resident</p><p> Proposed regulation requiring menus that reflect cultural, religious and ethnic needs and preferences</p></li><li><p>#8: Hire Diversity It Matters Bilingual or multi-lingual associates </p><p>to serve diverse customers</p><p> Consider diversity of approach too</p><p> State Farm agent hired agent in her 20s who generates leads through social media and texting, not just phone calls</p></li><li><p>#9: Pay Attention to Trends</p><p>Social is everything</p></li><li><p>New Products Meet Demand for Connectivity</p></li><li><p>Trends, Not Fads.</p></li><li><p>Marketing Trends</p><p> Show people as they really are People want to see the real real Families are not one size fits all</p></li><li><p>Keep it Short Listicles: bite-sized portions, highly consumable news snacking Sharable</p></li><li><p>Use Contemporary Imagery</p><p> 40% of people 18-35 have four or more tattoos</p></li><li><p>Tattoos + High Income Mix</p></li><li><p>Even in Conservative Industries</p></li><li><p>#10: Helping Beats Selling</p><p>We dont need information.We need advice.</p></li><li><p>Your TurnTurn to your neighbor and discuss one </p><p>thing you learned here today that will help you in your role </p></li><li><p>My Book Can Help!</p></li><li><p>#5 on the list of Bestselling Business Books of 2013</p></li><li><p>2016 McDonald Marketing3700 Quebec Street</p><p>Suite 100-360Denver, CO 80207</p><p>214-880-1717, Fax 214-880-7596 kelly@mcdonaldmarketing.com</p><p>All rights reserved. No part of this material may be reproduced</p><p>In any form without permission by the author.</p><p>For more information aboutconsumer trends, contact </p><p>Kelly McDonald at 214-880-1717 or kelly@mcdonaldmarketing.com</p></li></ul>

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