Cultural Influences on Marketing Strategies

1. cultural influences on
marketing strategies
JANUARY

2. Brought to you by the
Sightpath Medical Marketing Team

3. 01
The Big Picture
Nicole Monacell

4. Multicultural marketing is the practice of marketing to one or more audiences of a specific
ethnicity—typically an ethnicity outside of a country's majority culture.

5. What is your MAJORITY CULTURE?

7. 02
Research
Tyler Brown

10. United States Census Bureau American Fact Finder
United States Census Bureau Quick Facts
Find out what cultures are presented in your area
Learn more about those cultures
Countries and their Cultures
Multicultural Market Research
Map USA

11. 03
Design
Jeffrey Martin

12. show value
Build Trust
BUILD TRUST
show value

14. Image credit: www.wirednewyork.com

15. • Language is a distinctive aspect of different cultures, presents its own challenges of quality
of translation, representation and stylistic elements.
• Layout that serves as a communication bridge between the user and the system, it
involves placement of banners, menu items, orientation, amongst others.
• Symbols denoting actions for the user and vary from culture to culture. They may be icons
used for currencies, locations, and other navigational elements.
• Clarity: Content or structure, referring information or features that the site offers and its
organization.
• Get to a call to action quickly, concisely (Website: easy to use navigation)
• Color: Color connotations mean a lot of different things for different cultures.
• Visuals: use recognizable visuals including photos, colors and other devices that a new user can understand and identify
with.
Characteristics of design that should be considered in
cultural communications

16. "The bottom line is to help make
communication effective between a
business and a local user."
Be genuine and show an interest in
cultural sensitivity.
N e h a l S h a h , C U A , C X A , H u m a n F a c t o r s I n t e r n a t i o n a l

17. Trompenaars' and Hampden-Turner's, Seven Dimensions of Culture
Cultural Targeting: The Key to Online Consumer Receptivity by David S.B. Butler
Lost in Translation: Cultural Differences in Advertising by Olga Werby
Other Resources:

18. 04
Employee Training
Allisha Gosselin

19. Be
Informed

20. Collaborate
Get involved with groups within your
community/neighborhood.
Monthly Meetings
Discuss and understand the
beliefs and cultural differences
of your patients.

21. Key:
blue = linear-active { cool, factual,
decisive planners}
red = multi-active {warm, emotional,
loquacious, impulsive}
yellow = reactive {courteous, amiable,
accommodating, compromiser, good
listener}

22. •What holidays do you celebrate?
•Change your hours to
accommodate your community
•Spend more time with patients
•Offer your on hold message in
another language
•Translate patient education
materials
IDEAS FOR YOUR PRACTICE

23. 05
Marketing Tools
Becca Johnson

24. Jan20 15
Sightpath Medical
Spanish Marketing Materials

27. 05
Take-Aways
Nicole Monacell

28. Do your due diligence.
Research your target
audience and their
cultural behaviors.
FOR YOUR PRACTICE
4 TAKEAWAYS
1 2 3 4
Be aware of the
changing landscape
and include
multicultural marketing
in your growth strategy.
Research
Mold your message to
the cultural values,
traditions and beliefs of
your target audience.
Messaging
Translate patient
education materials.
Hire a bilingual staff
member or ask patients
to bring a translator.
CommunicationAwareness
hello
¡hola!
ciào

29. Questions