Slide share critical cond miller&taylor nov2009edit3


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Culture and the Black female healthcare consumer.

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Slide share critical cond miller&taylor nov2009edit3

  1. 1. Marketing 2 Women Healthcare Conference | November 5, 2009
  2. 2. Black Population Overview •  Black Americans total 41 million and represent 13.5% of the US population •  The majority reside in the south (56%) •  54% of Black Americans are women Additionally: •   49% (vs. 66% of Whites) are less likely to have employer sponsored health insurance •  Black Americans are more likely than White Americans to be uninsured (19.5% vs. 10.4%) Office of Minority Health, 2009 2
  3. 3. Black Americans and Technology The Digital Divide is diminishing •  Black Americans: –  Are online (68% vs. 71% of all Americans) –  Internet access via mobile devices is 141% higher since 2007 –  Are more likely to use Twitter (26% vs. 19 % Whites and 18% for Latinos) •  Additionally, college educated Black women are “Serial Twitterians” 2008; Pew Internet and American Life Survey 2009 3
  4. 4. Why Marketers Say No to Black Consumer Healthcare Marketing • Perpetuation of reported healthcare disparities and Black consumer health challenges • Language becoming cultural identifier “They speak English don’t they?” • Increased efforts toward Multiracial Healthcare Marketing • Divided perceptions about Black patients among healthcare providers 4
  5. 5. Culture Debated Many Black Doctors Believe… Many Non-Black Doctors Believe… “Bad health is more about poverty “Many of my patients think that if they pray than African-American culture”. on their condition it will improve”. “Poor Whites eat just as much salt as “Home herbal remedies are replacing poor Blacks”. medication for some of my patients”. 5 Hunter-Miller Group, 2007 5
  6. 6. Healthcare Marketers who connect with and reap benefits from Black Women understand… 1 Black women are a culturally distinctive market segment Black women are different from and similar to each other in 2 meaningful ways Black women are the means for reaching and connecting good health 3 care practices with the Black community 6 6
  7. 7. Who is the Black female healthcare customer? 7
  8. 8. She is culturally distinctive Culture plays an important role in how Black women perceive themselves, approach treatment for and live with particular diseases 8
  9. 9. She is more likely than mainstream women to: •  Be a single mom, and a young grandmother •  Embrace her curves – often to a fault •  Search the internet for information about health and medicine •  Believe that, as a Black woman, she has more stress 9
  10. 10. She is also more likely than mainstream women to: • Believe that doctors, herbs and Jesus can cure her ills • Not exercise as much as she would like because she does not want to ruin her hairstyle • Feel that advertisers need to do a better job understanding her (86%)* ? * Lattimer Communications, 2009 10
  11. 11. She has health challenges •  Heart disease remains the greatest killer •  80% are overweight or obese •  1.5 x rate of hypertension, 1.7 x stroke rate with higher rates of disability •  Twice as likely to be diagnosed with stomach cancer •  One out of every four Black women over 55 suffers from diabetes •  10% less likely to be diagnosed with breast cancer, but 34% more likely to die from breast cancer BlackWomen’s Office of Minority Health, 2009 11
  12. 12. Some barriers to her good health: Food Deserts and the Proliferation of Fast Food Establishments 8 Blocks in Chicago 12
  13. 13. Despite challenges, her health is improving •  Black women's’ health has improved over the last thirty years •  Life expectancy has increased from 68 to 74 years •  Regular medical care, exercise, a healthy diet, timely screeners, increased access to resources, contribute to improved health BlackWomen’s 13
  14. 14. Black women have never been as different and segmented as they are today •  After seeing DTC advertising: Faith Fulfills Black is Better Stretched Black Straddlers New Middle Class Mean Age: 48 Mean Age: 42 Mean Age: 27 Mean Age: 36 Less likely to respond More likely to respond More likely to respond and More likely to visit a website take action 2008 14
  15. 15. Women who are engaged healthcare consumers… Health Involved 80% Health Informed 33% Health Info-ential 22% Health Engaged 39% Office of Minority Healthy Edelman, Health Barometer, 2009 15
  16. 16. …. lead the Black Community to better health care practices Case Study Lluminari’s Each One, Teach One Methodology: Purpose: •  Distributed Each One, Teach One •  Educate Black community about health conditions that “tool kits” disproportionately afflict Black Outcome: Americans •  Reached 2,000 Black women •  Empower community and nationally workplace health leaders to •  Increased learning from 20% to 40% become Health Champions 16
  17. 17. Leading the Black Community to better health •  Tom Joyner Morning Show: “Take a Loved one to the Doctor” •  Black Women’s Health Imperative •  Denise Roberts Breast Cancer Foundation •  State Farm’s 50 Million Pound Challenge •  Center for Black Women’s Wellness • (Information Resource) 17
  18. 18. Connect with her •  Do your research –  Who you are really talking to? •  Be sensitive to how she is portrayed –  Be personal, share stories –  Realize the power of girlfriends and family over celebrity culture •  Inform in real time •  Join conversation both online and offline •  Engage in prevention, chronic health problems and access to care •  Remember, cultural tokenism is not cultural relevance 18
  19. 19. Thank You! Pepper Miller Dr. Janet E. Taylor President Expert The Hunter-Miller Group, Inc. Be 6745 S. Wabash Avenue, Suite 2 Chicago, IL 60637-3922 BLOG: P: (773)602-1620 Twitter: F: (773)483-9101 WATCH DR. JANET ON: BLOG: Twitter: 19