developing culturally appropriate marketing
DESCRIPTION
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?TRANSCRIPT
Culturally Appropriate Marketing Communications:Tips and lessons learned from the trenches
Chanin Ballance, CEO & FounderviaLanguage
Who the heck are we?
Janet Johnson, Pond ScumKC Distance Learning
Scott Paro, Marketing ManagerSan Francisco Health Plan
Agenda
1. Introductions
2. Building your brand across cultures
3. How to gage if your campaign is hitting the mark?
And integrating social media.
4. Trends in web - cultural adaptation, copy creation,
transcreation and translation
5. Closing - Q & A
Today’s environment
White 239.9
Hispanic 41.3
African American 39.2
American/Alaskan Indian 4.4
Asian 14
Hispanics are the largest ethnic group in the U.S.
Fastest growing segment
Median age: 25.9 years
3.9 members / householdSource: U.S. Census Bureau Report, June 2005
The Evolving MarketPercentage Resident Population by race/ethnicity, U.S. 1950-2000
Source: National Center for Health Statistics (2002)
Projected Percentage Resident Population by race/ethnicity, U.S. 2010-2070
Source: U.S. Bureau of the Census: (NP-T5) Projections of the Resident
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
It’s not just the law, it’s the time…
And healthcare is the right space…
Obesity, diabetes, stroke and cancer are among the conditions that plague Hispanics, African Americans, Native Americans and Asian Americans.
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.
-- National Center on Minority Health and Health Disparities
Brand loyalty leads to word of mouth across generations
Source: Global Insights, “Snapshots of the US Hispanic Market,” Q1 2003
47% of Hispanics are broadband and mobile web users versus 17% of whites.
SFHP Marketing Goals
1. We identify our target audiences and determine what motivates them to seek coverage.
2. We determine what drives the decision for choosing a plan.
3. We impact the point at which a choice is made.
4. We determine why members drop coverage and implement strategies that encourage retention.
The SFHP Advertising Program
Newspaper / Periodicals
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
Bonuses to print advertising are free banner ads, exposure at sponsored events, editorials, and media coverage.
The SFHP Advertising Program
14
The SFHP Advertising Program
15
The SFHP Advertising Program
Transit / Outdoor
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
We choose bus lines to reach targeted neighborhoods.
All bus shelter ads are language appropriate for the neighborhood where they are visible.
The SFHP Advertising Program
How is it working? SFHP averages 200+ direct referrals per month through advertising 7-8% of all SFHP appointments were referred by advertising
Referral source captured in visitor tracking form at time of appointment
Membership Impacts Medi-Cal Market Share:
SFHP (75%) Anthem Blue Cross (25%)
Healthy Families Market Share: SFHP (70%) Kaiser Permanente (13%) Health Net (11%) Blue Shield (6%)
Additional Factors As the community health plan, SFHP must remain visible in the
communities we serve. SFHP must compete with more heavily-branded “competitors” such
as Blue Cross (MC) and Health Net (HF)
Maslow’s Hierarchy was wrong
Social connection is more foundational to our well- being than food, water or shelter
Emotions are the primary shapers of our experience and trust
Social media is not about tools and technology…
Social media is human interaction, social connections
Remember the “Latino Model” of communications?
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
And it’s about showing up in search results
Start small, but start, please…
“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.”
- Jude O’Rielley
Understand how people search: Google Insights
Watch what people search as health outbreaks occur
Know how your area searches: swine flu vs. H1N1
Explore other languages: la gripe porcina…
Explore your city…
Find influencers: know Twitter advanced search
Know your local influencers
Cross-check and influence your influencers
People pay attention and amplify messages
And then speak their language - literally, figuratively
Before you go too far afield
Before you go into the social web, get your website in order. What are you communicating? To whom? Why?
•Are key pages and downloads available in multiple languages on your site?
Are your physicians accessible?
• Are there photos of them on your staff pages?
• Can you link to their blog?
• Papers they’ve published?
• News about them?
Website Trends: Building a community
What do you need to do to show you invest and support your community?
Cultural Adaptation: San Mateo
Shape Down transcreated for Health Plan of San Mateo’s Latino Members
Mary Had a Little Lamb and On Top of Old Smokey adapted for Latino readers
Word puzzles recreated for Spanish
Translation, Localization, Transcreation
Machine Translation – Only a Gist
Original Sentence BabelFish InTrans FreeTranslation.com
¿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.
Let’s surf! United Healthcare, St. Jude… others
Separate website and URL for five minority groups
http://www.unitedhclatino.com/
Bienvenidos a Soluciones de Salud para Latinos de UnitedHealthcare
La fundación United Health está expandiendo su apoyo a estudiantes Hispano/Latinos que se dedican a carreras de salud y demuestran un
Facebook Example
Facebook Examples
Resources
Smub for link sharing: http://www.smub.it
Technorati – a blog search engine with great research: http://www.technorati.com
Google Insights – to see exactly what people are searching for in your industry: http://www.google.com/insights/search/#
Twitter Advanced Search – for extremely powerful information from Twitter: http://search.twitter.com/advanced
Questions from the Audience?
www.viaLanguage.com
Blog: SpeakingHealthcare.com
twitter.com/viaLanguage
Facebook.com/viaLanguage
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