Diversity Marketing: Strategies for Multicultural Marketing in Healthcare event recap

On May 16, 2013, the HBA Greater Philadelphia chapter proudly hosted a presentation about the opportunities and challenges of marketing healthcare products to an increasingly diverse US population. Held at St. Joseph’s University, the event featured two speakers who have devoted their careers to helping healthcare companies appeal to different racial, ethnic and cultural groups: Sheila Thorne, president and CEO of Multicultural Healthcare Marketing Group, and Angela Walker Campbell, vice president of Prime Access. For example, Ms. Thorne described her efforts to increase adoption of a hypertension drug in Chicago’s African American and Latino populations, emphasizing the need to partner with local community leaders to get the word out. Along similar lines, Ms. Campbell discussed her efforts to increase HPV vaccination among Latinas; her campaign drew on and reinforced the target market’s Latino identity, encouraging Latinas to band together to fight the relatively high HPV incidence among Latinos. Both speakers cautioned against taking the campaign used to appeal to the general market and mistakenly applying it to appeal to a specific racial, ethnic or cultural group. For additional information, please read Ms. Thorne’s article on lack of diversity in clinical trials and Ms. Campbell’s article on marketing to the LGBT community.

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