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Exploring Hispanic health attitudes and behaviours for more informed cross-cultural marketing
Journal of Cultural Marketing Strategy,
6
(2),
140-152
(2022)
Abstract
Many global pharmaceutical brands have made strong commitments to improve cross-cultural inclusion in their marketing communications by considering the needs of diverse communities. To stay true to those commitments and to be successful in them requires strong data and insights about those communities. This study evaluates the health attitudes and behaviours of Hispanics compared with non-Hispanics in order to develop foundational knowledge to begin improving cross-cultural pharmaceutical marketing. The study draws on information captured from a series of online discussion boards, a quantitative survey and qualitative focus groups to understand potential differences in definitions of health, people and places of healthcare consumption and opportunities for marketing innovation. The investigation shows that many nuances of Hispanic healthcare needs and preferences are not currently being addressed by pharmaceutical marketers. It also identifies specific gaps in the areas of mental health and digital technology. The findings from this research can be used by pharmaceutical marketers to develop more effective cross-cultural communications targeted at Hispanics.
Keywords: cross-cultural; multicultural; Hispanic; Latino; health; health technology; healthcare marketing
The full article is available to subscribers to the journal.
Author's Biography
Amy Gómez leads the Cross-Cultural Marketing capability for Klick Health, the country’s largest independent commercialisation partner for life sciences. She is a cross-cultural marketing thought leader with over 20 years’ experience helping Fortune 500 companies communicate effectively with diverse consumers. She holds an MA from the University of Pennsylvania and a PhD from Stanford. In 2021, Amy was included in the PM360 ELITE list of the 100 most influential people in the healthcare industry, and was honoured with the ‘Transformational Leader’ award.
Meredydd Hardie is responsible for building out the Intelligence practice at Klick Health, delivering insights to help pharmaceutical brand clients move at the speed of culture. As a strategy and research professional focused at the intersection of culture and consumers, she has spent her career understanding the cultural forces and trends that impact consumer behaviour for brands as diverse as Nike, Starbucks, Verizon, Coca-Cola and Citibank.
Keri Hettel is SVP, Intelligence at Klick Health, where she works with her team to ensure all client work is built from an understanding of business needs, competitive insights, cultural nuances and audience insights/feedback. Keri has over 15 years of healthcare agency experience, and brings collaborative leadership skills, deep knowledge in healthcare intelligence practices, and innovative thinking to the company.
Olivia NguyễN is a healthcare brand strategist at Klick Health. A former neuroscience researcher in mental health and addiction at the Veteran Affairs Healthcare System, Olivia currently works at the apex of brand strategy, cross-cultural marketing and data intelligence, ensuring equity across underrepresented groups across a variety of health and wellness brands.
Kristin Tolbert is Director, Cross-Cultural Marketing at Klick Health. She has worked as a strategist at both big shops and boutique agencies across various industry verticals to bring to life both targeted and total market campaigns grounded in authenticity and altruism. As Chair of the Advertising Research Foundation’s Cultural Effectiveness Committee focused on Diversity in Creative 2018–2020, Kristin led the development and publication of four webinars focused on building brand loyalty in today’s increasingly diverse consumer landscape.
