Banahan.Communications, Experts in Medical Marketing

Ethnic Marketing  |  Outreach

When approaching ethnic health care marketing, community is one of the top factors to consider. While very often marketing agencies launch campaigns without giving a thought as to what the actual consumers want to hear, that is an ineffective practice when implementing Latino medical marketing, Korean medical marketing, Armenian medical marketing or any other medical marketing towards a specific ethnic audience. When you are unfamiliar with a culture, there is no way you can be a credible resource. So get familiar.

Ask the community what they want. There are several ways to do this. The first would be to ask that particular community (in their language) what they would like to know. Ask them what they think of your health care organization. Do they trust your organization? Do they seek our your organization for medical care of themselves and their loved ones? These questions can be asked through phone surveys, in person meetings or in just about any way you can think of that will get results.

Get community leaders involved. Another way to become familiar with a particular ethic market is to become friends with their leaders. You can do this by creating an ethno-centric advisory board. For instance if you are marketing to Latinos, create an advisory board of Latino leaders in the community you want to reach. Ask them for their comments about the perception of your organization in the community. Ask them for their advice on what the community would like to learn. Ask them how you become the preferred health care provider in their community.

Partner with trusted vendors. Finally, find out what’s important to the community you want to reach. Most often there will be stores, organizations, community centers, etc. that are prominent in the communities you want to reach. Find them. Seek out partnerships with them. Leverage your ability to help each other through co-branded marketing strategies.

Are you feeling a bit overwhelmed at the amount of work it takes to get to know the community you hope to convince to utilize your health care services? Banahan.Communications is here to help you get ethnic marketing results.