Banahan.Communications, Experts in Medical Marketing

Ethnic Marketing  |  Research

Research is the most important step when starting any medical marketing campaign. You must know who you want to target and what messages they want to hear that will convince them to utilize your services before you can even begin. Well you could implement a marketing campaign before doing research but it would probably result in little or no return on investment. So to rephrase, research is the most important step if you want your ethnic marketing efforts to be successful.

How is research different when considering Latino medical marketing, Korean medical marketing, Armenian medical marketing or any other ethnic-specific group? You must get inside that community to understand what it is they want or need from a health care provider. This can be done in several ways including:

• In-language phone surveys
• The creation of advisory boards
• Zip code analysis of services utilized
• Identification of referral patterns

Once you understand what the target market wants, it’s time to create an ethnic marketing strategy that delivers it to them in a way that is meaningful to them and in a way that moves them to choose your health care services over that of a competitor.