Banahan.Communications, Experts in Medical Marketing

Ethnic Marketing  |  

Marketing health care to specific ethnic groups takes a different touch than marketing to one, broad and general, market. And guess what, it can be infinitely more successful than just marketing to a broad, general market. You are probably wondering what Banahan.Communications does differently when it creates campaigns around specific audiences such as Latinos, Koreans, or Armenians. The difference is in understanding that Banahan.Communications is not the expert at knowing what different ethnicities want to hear from a health care provider. Nor is the client the expert. The market is the expert.

The key to ethnic marketing is becoming involved with the community you want to target, understanding what they need, and delivering it to them in a way that is meaningful to them. More often than not this means being creative. Gasp. Did you just hear a marketing agency say they are creative? Why yes indeed. While most agencies think of creative as a fancy ad, Banahan.Communicatinons think of creativity in terms of medical marketing strategies and tactics that produce results.

Creativity in reaching ethnic markets might mean hiring educators that go from door to door teaching people (in their language) about diseases prevalent in their community. Those educators also help their community members learn how to prevent disease and where to go when prevention is not working. Creativity might mean developing advisory boards of prominent leaders within ethnic communities to gain support at a high level within their respective communities. Advisory boards can also serve as investors in creating greater awareness of your services within the groups of people they know. Creativity might mean cross marketing with prominent businesses in particular ethnic communities.

The possibilities are endless. What you need to know is that if you want to reach ethnic markets with a health care message, Banahan.Communications has the skills and talent to help you do it. Learn more about how Banahan.Communications approaches ethnic marketing research.