Developing Culturally Appropriate Marketing


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For healthcare organizations, attracting and supporting ethnic markets has quickly transformed from an “add on consideration” to a powerful consumer group and strategic piece of the business model. The success of President Obama’s broad-based and extremely diverse campaign tells us that the tipping point in our culture has already happened. What is necessary to harness the power of today’s ethnic market? Short of having a dedicated ethnic marketing group, how can you incorporate best practices to your existing marketing infrastructure to ensure that your brand and content resonate across cultures?

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  • Janet
  • 46.9 million The estimated Hispanic population of the United States as of July 1, 2008, making people of Hispanic origin the nation's largest ethnic or race minority. Hispanics constituted 15% of the nation's total population. In addition, there are approximately 4 million residents of Puerto Rico. 24% Republican 33% in ghosts
  • Chanin
  • , if the health disparities trend continues unchecked, the U.S. will face a resource-strained health care system where the majority of the population and the workforce are in poor health. Health disparities are costly. Hispanics are twice more likely to die from heart disease than whites, and black women die of diabetes twice as often as white women.
  • The Pew study also shows that minorities are much more likely to engage in every other mobile activity considered, including text messaging, taking pictures, e-mailing and playing games.   Online Hispanics are Avid Digital Downloaders A key finding of a new report by Scarborough Research is that Hispanic Internet users are "avid downloaders of digital content."  This can be attributed in part due to the fact that Latinos are adopting broadband at rates close to the overall online population. Some interesting statistics coming out of the Scarborough study: 54% of all Hispanic adults are online vs. 60 % of all adults. 68% have a broadband connection vs. 71% of all Internet users. 42% of Hispanic downloaded digital content in past month vs. 35% of all Internet users. 32% of Hispanic users downloading music vs. 24% of users in general.
  • Low income families (documented and undocumented) in SF who need healthcare. They want affordable quality healthcare. In their neighborhood, speak their language, affordable, friendly, they see themselves in the ads. Messages of strength, hope, being in control. Keep messages at a level they understand. Choose media they will see in their neighborhoods, sides of buses, bus shelters. Community newspapers they trust. Annual survey of memberships ask questions about experience with staff, providers, were we accessible, did we speak language, etc
  • Choose large and small print publications. Community newspapers respected by our target audience Print ads in their languages Free publication when possible Continuous ads throughout the month Annual review of each publication to determine if still reaches target audience Build relationships with contacts at various media who in turn help spread the word of SFHP and provide a favorable opinion
  • Examples of print ads. Always in multiple languages Try to keep consistent look and feel throughout campaign Always SF background of a neighborhood we serve Representative of a member profile Positive images Healthy and happy images
  • Award winning advertising campaign in the national healthcare marketing awards. Took Gold.
  • Examples of outdoor advertising Multiple languages Inside and outside of bus Bus shelters (targeted in neighborhoods)
  • Measuring Success of Ad Program Increased call volume when ads are running Unique numbers assigned to ad type help us track effectiveness of media. Grouped by community papers, high volume and outdoor advertising. At time of appointment capture referral resource Continue to hold high market share in MC and HF HK dominate the market in SF We are a community health plan, visibility in community is important
  • # Bars indicate the percentage of the selected demographic that are in each Social Technographics group. # The white marks indicate the same percentages for the whole population of the country selected. # The index indicates how the demographic compares to the population — a score of 100 means the demographic is the same as the population average.
  • The joke in the industry is that Blog stands for Better Listing on Google… all social media will help organic search results. Google (all search engine) spiders love: Relevant Keywords Content should be optimized for search Fresh Content Good sites are updated frequently This is where blogs and social media help Lots of Links The key to social media and spreading the word
  • - Jane Sarasohn - Kahn - download “The Wisdom of Patients”
  • Where are your patients, prospects and families searching for information?
  • Janet First and foremost, machine translators are a big no-no! Using human translators (preferably native speakers) will reduce the risk of embarrassing mishaps and increase the chances of your message resonating with local audiences.
  • Janet
  • Janet
  • Janet
  • Janet
  • Developing Culturally Appropriate Marketing

    1. 1. Culturally Appropriate Marketing Communications: Tips and lessons learned from the trenches
    2. 2. Chanin Ballance, CEO & Founder viaLanguage Who the heck are we? Janet Johnson, Pond Scum KC Distance Learning Scott Paro, Marketing Manager San Francisco Health Plan
    3. 3. Agenda <ul><li>Introductions </li></ul><ul><li>Building your brand across cultures </li></ul><ul><li>How to gage if your campaign is hitting the mark? And integrating social media. </li></ul><ul><li>Trends in web - cultural adaptation, copy creation, transcreation and translation </li></ul><ul><li>Closing - Q & A </li></ul>
    4. 4. Today’s environment Hispanics are the largest ethnic group in the U.S. Fastest growing segment Median age: 25.9 years 3.9 members / household Source: U.S. Census Bureau Report, June 2005 White 239.9 Hispanic 41.3 African American 39.2 American/Alaskan Indian 4.4 Asian 14
    5. 5. The Evolving Market Percentage Resident Population by race/ethnicity, U.S. 1950-2000 Source: National Center for Health Statistics (2002)
    6. 6. Projected Percentage Resident Population by race/ethnicity, U.S. 2010-2070 Source: U.S. Bureau of the Census: (NP-T5) Projections of the Resident
    7. 7. The Government Weighs In... Executive Order 13166: Requires Federal agencies to examine services provided, identify need for services to those with limited English proficiency, and develop and implement a system to provide meaningful access California SB853: Requires all California health plans offer language access Canada and the EU have similar examples
    8. 8. It’s not just the law, it’s the time…
    9. 9. And healthcare is the right space… <ul><li>Obesity, diabetes, stroke and cancer are among the conditions that plague Hispanics , African Americans , Native Americans and Asian Americans . </li></ul><ul><li>As those groups grow -- minorities will make up nearly 50 percent of the U.S. population in the coming years -- so will the associated costs of health disparities. </li></ul><ul><li>-- National Center on Minority Health and Health Disparities </li></ul>
    10. 10. Brand loyalty leads to word of mouth across generations Source : Global Insights, “Snapshots of the US Hispanic Market,” Q1 2003
    11. 11. 47% of Hispanics are broadband and mobile web users versus 17% of whites.
    12. 12. SFHP Marketing Goals <ul><ul><li>We identify our target audiences and determine what motivates them to seek coverage. </li></ul></ul><ul><ul><li>We determine what drives the decision for choosing a plan. </li></ul></ul><ul><ul><li>We impact the point at which a choice is made. </li></ul></ul><ul><ul><li>We determine why members drop coverage and implement strategies that encourage retention. </li></ul></ul>
    13. 13. The SFHP Advertising Program <ul><li>Newspaper / Periodicals </li></ul>Bonuses to print advertising are free banner ads, exposure at sponsored events, editorials, and media coverage. Publication Language Circulation Ad Frequency Sing Tao Daily Chinese 152K daily 2x mo SF Examiner English 750K wk 2x wk China Press Chinese 273K wk 2x wk El Mensajero Spanish 112K wk 1x wk Western Edition English 40K mo 1x mo SF Bayview English 20K mo 1x mo El Tecaloté Spanish 10K mo 2x mo
    14. 14. The SFHP Advertising Program
    15. 15. The SFHP Advertising Program
    16. 16. The SFHP Advertising Program <ul><li>Transit / Outdoor </li></ul>We choose bus lines to reach targeted neighborhoods. All bus shelter ads are language appropriate for the neighborhood where they are visible. Season Method Language Circulation Fall Bus exterior, Interior, shelters English/Chinese/ Spanish 90% entire SF market Spring Bus exterior, Interior, shelters English/Chinese/ Spanish 90% entire SF market
    17. 17. The SFHP Advertising Program <ul><li>How is it working? </li></ul><ul><ul><li>SFHP averages 200+ direct referrals per month through advertising </li></ul></ul><ul><ul><li>7-8% of all SFHP appointments were referred by advertising </li></ul></ul><ul><ul><ul><li>Referral source captured in visitor tracking form at time of appointment </li></ul></ul></ul><ul><li>Membership Impacts </li></ul><ul><ul><li>Medi-Cal Market Share: </li></ul></ul><ul><ul><ul><li>SFHP (75%) </li></ul></ul></ul><ul><ul><ul><li>Anthem Blue Cross (25%) </li></ul></ul></ul><ul><ul><li>Healthy Families Market Share: </li></ul></ul><ul><ul><ul><li>SFHP (70%) </li></ul></ul></ul><ul><ul><ul><li>Kaiser Permanente (13%) </li></ul></ul></ul><ul><ul><ul><li>Health Net (11%) </li></ul></ul></ul><ul><ul><ul><li>Blue Shield (6%) </li></ul></ul></ul><ul><li>Additional Factors </li></ul><ul><ul><li>As the community health plan, SFHP must remain visible in the communities we serve. </li></ul></ul><ul><ul><li>SFHP must compete with more heavily-branded “competitors” such as Blue Cross (MC) and Health Net (HF) </li></ul></ul>
    18. 18. Maslow’s Hierarchy was wrong <ul><li>Social connection is more foundational to our well- being than food, water or shelter </li></ul><ul><li>Emotions are the primary shapers of our experience and trust </li></ul>
    19. 19. Social media is not about tools and technology…
    20. 20. Social media is human interaction, social connections Remember the “Latino Model” of communications?
    21. 21. You might be surprised to know… Largest age group on Twitter in Feb. 2009 was 35-49 Comprising almost 42% percent of the site’s audience Fastest growing population on Facebook: age 55 and older
    22. 22. And it’s about showing up in search results
    23. 23. Start small, but start, please… <ul><li>“ A common part of the consumer’s health experience is to face a health challenge, Google it, spend 20 minutes getting totally overwhelmed, and then do what they did in the 1980s: Call a friend and work through their offline social networks.” </li></ul><ul><li> - Jude O’Rielley </li></ul>
    24. 24. Understand how people search: Google Insights
    25. 25. Watch what people search as health outbreaks occur
    26. 26. Know how your area searches: swine flu vs. H1N1
    27. 27. Explore other languages: la gripe porcina…
    28. 28. Explore your city…
    29. 29. Find influencers: know Twitter advanced search
    30. 30. Know your local influencers
    31. 31. Cross-check and influence your influencers
    32. 32. People pay attention and amplify messages
    33. 33. And then speak their language - literally, figuratively
    34. 34. Before you go too far afield <ul><li>Before you go into the social web, get your website in order. What are you communicating? To whom? Why? </li></ul><ul><li>Are key pages and downloads available in multiple languages on your site? </li></ul><ul><li>Are your physicians accessible? </li></ul><ul><li>Are there photos of them on your staff pages? </li></ul><ul><li>Can you link to their blog? </li></ul><ul><li>Papers they’ve published? </li></ul><ul><li>News about them? </li></ul>
    35. 35. Website Trends: Building a community <ul><li>What do you need to do to show you invest and support your community? </li></ul>
    36. 36. Cultural Adaptation: San Mateo <ul><li>Shape Down transcreated for Health Plan of San Mateo’s Latino Members </li></ul><ul><ul><ul><li>Mary Had a Little Lamb and On Top of Old Smokey adapted for Latino readers </li></ul></ul></ul><ul><ul><ul><li>Word puzzles recreated for Spanish </li></ul></ul></ul>
    37. 37. Translation, Localization, Transcreation
    38. 38. Machine Translation – Only a Gist Original Sentence BabelFish InTrans ¿Cómo se llama? How is it called? How do you call you? How yourself call-up? Estudio la lección después de la cena. Study the lesson after the supper I study it lesson after it dines Study the lesson after the supper Er importiert Kunstgegenstände und andere Dinge aus Deutschland.   He imports art articles and other things from Germany. He [importiert ] [Kunstgegenstände] and the thing outfield Germany. It imports art objects and other things from Germany.
    39. 39. Let’s surf! United Healthcare, St. Jude… others <ul><li>Separate website and URL for five minority groups </li></ul><ul><li>http:// / </li></ul><ul><li>Bienvenidos a Soluciones de Salud para Latinos de UnitedHealthcare </li></ul><ul><li>La fundación United Health está expandiendo su apoyo a estudiantes Hispano/Latinos que se dedican a carreras de salud y demuestran un </li></ul>
    40. 40. Facebook Example
    41. 41. Facebook Examples
    42. 42. Resources Smub for link sharing: Technorati – a blog search engine with great research: Google Insights – to see exactly what people are searching for in your industry: Twitter Advanced Search – for extremely powerful information from Twitter:
    43. 43. Questions from the Audience? Blog: [email_address] Thank you for attending our webinar! Visit viaLanguage at: