3 steps towards multicultural marketing

Amping up the spend on multicultural marketing is a no brainer given the expected flood of multicultural consumers into the health care market. However despite the rational arguments for investing in multicultural consumers, my fellow attendees at the recent Multicultural Health National conference in Washington D.C. felt selling multicultural investment in a pharmaceutical company is still an uphill battle.

The data supporting the business building opportunity of multicultural marketing keeps getting stronger. However, the funding for multicultural marketing programs within Pharma still seems to be managed according to the LIFO accounting principal, last to be funded, first to be cut. This has to change.

It is estimated that over 40% of the 33 million newly insured Americans by the health care exchanges will be multicultural consumers. Additionally, there are a multitude of ACA initiatives aimed at the different health care stakeholders designed to better serve the multicultural consumer including:

  • Patient Surveys: There are Consumer Assessment of Healthcare Providers and Systems (CAHPS) surveys specifically designed to assess the cultural competency of providers. It now matters that consumers feel respected and actually understand what the HCP is telling them. Materials in multiple languages will no longer be a “nice to have.” Your payer and HCP customers will demand them.
  • Multicultural HCPS: ACA expands initiatives to increase racial and ethnic diversity in the health-care profession. Companies will need to have plans for communicating to an increasingly diverse HCP universe.
  • Government Offices:  ACA elevates key multicultural health organizations within important governmental offices such as the National Institutes of Health (NIH) and the Department of Health and Human Services (HHS). That means these multicultural organizations have more power to put policies in place that effect drug coverage and marketing.

As the marketplace shifts to better serving multicultural consumers, so should pharmaceutical marketing departments. Here are three ideas on how to get started:

  • Consider reviewing the CAHPS cultural competency questionnaire and brainstorm how your product and service offerings can benefit the patient experience.
  • Partner with an institution to help them raise the cultural competency of their staff. For example, The Cleveland clinic has a multi-faceted approach to building cultural competency from physician education to forging ties to the community.
  • And last, but not least, protect your multicultural investment. How about a new accounting principle? FILO anybody? First In, Last Out.
Thanks for letting us share,
Dorothy