Proudly presents the latest health marketing conference...

Multicultural

M a r k e t i n g t o a D i v e r s e A m e r i c a

HealthNational

Orlando, FloridaNovember 15-16, 2012

Rosen Plaza Hotel Sponsored By:

www.mchnational.com

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DTC Perspectives is proud to announce the launch of this exciting new marketing conference - The Multicultural Health National: Marketing to A Diverse America - November 15-16 in Orlando, FL. This unique event will feature presentations from key

thought-leaders in the multicultural health marketing sphere and will focus on best practices for reaching the key multicultural populations in America including but not limited to African Americans, Hispanic Americans, and Asian Americans.

Attendance Suggested For:

• Pharmaceutical (Rx and OTC) Marketers• Advertising Agency Executives and Creatives• Representatives from Health Plans and Managed Care Companies• Media Companies• Government Officials• Academics• NGOs• Public Health Organizations

Featuring Keynote Speakers:

Maylene Garcia Moneypenny

Multicultural Marketing Manager,

Florida Blue

Steven MillermanDirector, Cross Cultural

Marketing,Novartis

Steve PalmisanoFormer Sr. VP Advertising,

Pfizer

Beatriz MalloryFormer Director of

Multicultural Strategy, Johnson and Johnson

Jeremy SheplerDirector, Diabetes

Marketing, Novo Nordisk

Tanner ColbyAuthor, Some of My Best

Friends Are Black

Ola MoboladeManaging Director,

Firefly Millward Brown

Multicultural

M a r k e t i n g t o a D i v e r s e A m e r i c a

HealthNational

Howard BufordPresident,

Prime Access

Unpacking the Opportunities and Accessing the Potential Revenue Growth Through Multicultural Marketing, Presentation Highlights Include:

• The Rules for Multicultural Marketing• Cultural Marketing Dos and Don’ts• The Multicultural ROI Opportunity• Trends and Attitudes in Minority Communities• Digital Multicultural Marketing• The Future of Multicultural Marketing• Communicating Disease Awareness to a Multicultural Audience

DTC PERSPECTIVES, INC.110 Fairview Avenue, Suite 4Verona, NJ 07044

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Lebanon JunctionKY 40150

Reaching an Underserved Audience

Managing Type II Diabetes

Fighting Food Deser ts Creating Effective

Community Outreach Programs

Developing Local Gardens

Speaking the Right Language

Issue 1 | November 2012

MulticulturalHealth Marketing

multimockup.indd 1 6/28/12 1:37 PM

Launching with the Multicultural Health National Conference is Multicultural Health Marketing Magazine. The magazine will feature articles authored by the key thought-leaders in the multicultural health marketing sphere and will focus on best practices for reaching the key multicultural populations in America such as African Americans, Hispanics, and Asian Americans. The publication will include examples of successful multicultural marketing efforts, segmentation information, and case studies on effective uses of targeting these key growing demographics.

To place an ad or to get more information about advertising options, please contact Christine Franklin at 973-457-5774 or christine@dtcperspectives.com. If you are interested in submitting an article for the publication, please contact Amanda Lawhorne at amanda@dtcperspectives.com or 678-995-3077.

PLUS: Get Involved with our New Quarterly Multicultural Marketing Publication

Passes starting at $1995 Includes full access to the

conference, events and exhibit hall

Day 1, November 15, 20129:00-9:15 Welcome to the Multicultural Health National Conference9:15-10:00 Some of My Best Friends Are Black

Tanner Colby, Author, Some of My Best Friends Are Black

Almost fifty years after Martin Luther King, Jr.’s “I Have a Dream” speech, equality is the law of the land, but actual integration is still hard to find. The bleak fact is that black people and white people in the United States don’t spend much time together—at work, school, church, or anywhere. Tanner Colby, himself a child of a white-flight Southern suburb, set out to discover why in his popular book, Some of My Best Friends Are Black.

10:00-10:30 Marketing to the New Majority

David Burgos, VP, Millward Brown; Ola Mobolade, Managing Director, Firefly Millward Brown

Today, diversity is the default, not the exception. Minorities are already the majority in some of the largest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet, companies continue to address the “new general market” as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. David Burgos and Ola Mobolade look at the changed marketplace revealed in the 2010 Census, and show marketers how to develop integrated campaigns that effectively reach today’s culturally diverse consumer populations.

10:30-11:15 Break11:15-11:45 Welcome to Pleasantville: Why Healthcare’s Black and White Investment in Cross-Cultural

Marketing Doesn’t Work

Andy Bagnall, VP Client Services, Global Advertising Strategies

The healthcare marketplace is changing rapidly. The industry must adapt in order to remain profitable. Given this, cross-cultural markets are often seen as a growth opportunity for brands. The problem is…the industry usually (and unsuccessfully) applies their standard formula for consumer marketing to these diverse audiences. This session defines a new model to effectively change health-seeking behaviors among cross-cultural communities and capture incremental sales.

11:45-12:15 Trends and Attitudes in Multicultural Communities

David Bersoff, Chief Insights Officer, The Futures Company

David Bersoff will present the results from the latest study conducted by his organization, detailing the purchasing and behavior habits of America’s largest multicultural groups. In publication for over a decade, this is one of the most respected industry research publications on multicultural behavior and allows marketers a better chance to understand the behaviors of their audiences and how they can be reached.

12:15-1:00 Culturally Relevant Marketing to a Multicultural Audience

Moderator: Andy Bagnall, VP Client Services, Global Advertising Strategies

Panelists: David Burgos, VP, Millward Brown; Robert Kumaki, Managing Principal, The Ronin Group; Ola Mobolade, Managing Director, Firefly Millward Brown

Marketing to a multicultural audience requires more than just language translation or replacing actors with those of a different ethnicity. Effective multicultural marketing requires a good understanding of the target audience and how they interact with each other. Who are the key decision makers? Who is trusted to provide credible information on a product or service? What is the power distance between the speakers? Our cross-cultural panel of leading experts will share with you how best to understand the cultural relevancy in your marketing and make sure your ads properly resonate, and not alienate, your target audience.

1:00-2:00 Lunch: The Latinization of America Quiz Show Did you that 88% of all the adult 18-34 growth in this country over the next 10 years will come from Hispanics? What about that Spanish-language rock group Maná recently surpassed Britney Spears for the most sold-out shows in Staples Center history – 11 in total? Join Univision Sports Anchor Antonietta Collins for a fun, interactive quiz show experience about Latinos in the U.S…and get a chance to win!

2:00-2:45 Understanding the Multicultural Opportunity: Generating a Positive Return while Increasing Healthy Outcomes!

Mike Kalfus, President, M2 Worldwide

When planning an investment in multi-cultural populations, there are many factors to consider that will impact your company’s success. Understanding Prevalence and Diagnosis rates and determining the best strategies to ensure patients are presented with the right information in culturally relevant manner will help.… but there is much more needed for companies to be successful and to show the proper commitment to the community. Beyond the measurable sales results, the right approach will garner good-will among both patient and HCP audiences, thereby further impacting healthy outcomes for your target and your company. Mike Kalfus will discuss the opportunities that exist in this space, the potential return and how to turn your investment into this space into healthy and profitable outcomes.

2:45-3:15 Digital Multicultural Marketing

Adriana Waterston,VP, Marketing & Business Development, Horowitz Associates

Digital and social media, enabled by multiplatform technologies, allow consumers to engage with your message and advertising in more places, at more times, and in a more personalized way than ever before. How do different segments of America’s multicultural consumers use multiplatform technologies? How do they consume digital media? How engaged are they with social media? The answers to these questions and more will be addressed by our Waterson, who will reveal the findings from their latest study on multiplatform, multicultural consumers.

3:15-4:00 Break4:00-4:45 Examples of a Successful Multicultural Campaign

Moderator: Walter Arenzon, Partner, Farmacopea

Panelists: Karla Fernandez, President, KFernandez and Associates; Nita Song, President & COO, IW Group; Howard Buford, President, Prime Access

It is one thing to understand your consumer and target market. It is another to successfully put this into practice with a great marketing strategy. Our cross-cultural panel of experts will discuss great ways to execute a multicultural marketing campaign, citing specific examples and case studies from several industries, to show best practices in putting cultural knowledge into action.

Day 2, November 16, 20129:00-9:15 Welcome to Day 2 of the Multicultural Health National9:15-10:00 How to Develop Your Total Market Strategy

Eric Talbot, VP Brand Solutions, Univision

The fact that minorities are becoming the majority is not news. With this, the lines between what marketers have traditionally classified as “multicultural markets” and “general market” are blurred. In today’s environment, the companies who practice a Total Market Strategy will have an advantage over those stuck in the paradigms of the past. Total Market Strategy is about including all your customers from product development through to concurrent product launches. It provides strategies to get more for your money with creative and promotional materials. This session will cover the elements and benefits of a holistic approach developing and marketing healthcare products and services.

10:00-10:45 Communicating Disease Awareness to a Multicultural Audience

Moderator: Rita Brett, Supervisory Health Communications Specialist, Centers for Disease Control and Prevention

Panelists: Eileen Chin, Director of Strategy, Ten Health; Verdia Johnson, President, Footsteps; Antonio Marquez, SVP Strategic Communications Group Director, Accentmarketing

Certain segments of multicultural America are at a higher risk for different disease states than others. How do communicators make these audiences aware of which diseases they are at risk for? How do they communicate the potential dangers of these ailments and what symptoms to watch out for? How can these consumers take steps to lower their risk for these diseases and know what symptoms to watch out for? Our expert panel will discuss different ways to increase disease awareness and drive at-risk populations to monitor themselves and focus on disease prevention, using specific experiences and campaigns as examples for discussion.

5:30-7:30 Live the Passion – A Networking Cocktail Party Sponsored by Global Advertising Strategies

Ignite your inner passion for life. Join us as we celebrate multiculturalism and elevate your senses to new heights. Talk with fellow delegates, taste the foods of the world, and listen to the rhythmic beat that will drive you to celebrate your passionate side.

4:45-5:30 Why Spend Your Marketing Dollars on Multicultural?

Moderator: Bob Ehrlich, CEO, DTC Perspectives

Panelists: TBA

In this economy, everyone’s marketing dollars are squeezed. Companies are forced to do more with less. So why take a risk on a multicultural marketing strategy rather than the safer general mass marketing strategy that is prevalent and less risky? Our panel of experts from leading American companies will discuss why they invested their dollars in multicultural marketing, how it worked out, and what lessons were learned.

1:00-2:00 Lunch

2:00-2:45 The Rules for Multicultural Marketing

Thomas Tseng, Founder, New American Dimensions

With decades of experience in multicultural marketing, Thomas Tseng will sum up the key steps one must take to execute a successful multicultural marketing campaign. He will explain how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, he will provide some basic rules that should guide you through the process of marketing as diversity becomes mainstream.

2:45-3:30 The Future of Multicultural Health

Gary Puckerin, PhD, President and Chief Executive Officer, National Minority Quality Forum

Access to healthcare services in the United States is regarded as unreliable; many people do not receive the appropriate and timely care they need. The U.S. health care system, which is already strained, will face an influx of patients in 2014, when 32 million Americans will have health insurance for the first time. All of these issues, and others, make the measurement and development of new strategies and models essential. What will the US healthcare system look like in the next 5 years? The next ten years? How will it need to change to serve a growingly diverse population, with each segment having its own disease proclivities? Our expert speaker will discuss where the American healthcare system needs to go to serve this new multicultural America and what steps all participants in the healthcare space can take to help get us there.

 

10:45-11:30 Break11:30-12:15 Communicating Treatment and Access Options to a Multicultural Audience

Moderator: Dirk Schroeder, Founder, Hola Doctor

Panelists: Bruce Briggs, Founder and CEO, Briggs PRN; John Hopper, Division President, Spirit Health; Maylene Garcia Moneypenny, Multicultural Marketing Manager, Florida Blue Even if people in a multicultural audience know their heightened risk for certain diseases, and take steps to prevent and monitor them, getting treated is not always a simple process versus the population at large. This panel of experts will take a look at what their options for treatment are, focusing on everything from small, minute clinics in retail pharmacies to large hospitals. It will also focus on what role managed care plays, what steps insurance companies are taking to reach out to under-served communities, and, in light of the massive expansion of health insurance access from the Affordable Care Act, how access and treatment options can be communicated to a multicultural audience.

12:15-1:00 Marketing Products to a Multicultural Audience

Moderator: Beatriz Mallory, Former Director of Multicultural Strategy, Johnson and Johnson

Panelists: Andy Bagnall, VP Client Services, Global Advertising Strategies; Steven Millerman, Director, Cross Cultural Marketing, Novartis Pharmaceuticals Corporation; Steve Palmisano, Founder, Ad Elevate & former Sr. VP Advertising, Pfizer; Jeremy Shepler, Director, Diabetes Marketing, Novo Nordisk

When multicultural consumers need to be treated, they require certain prescription and non-prescription drugs and medical devices. How do marketers communicate to these audiences which products are right for them in a way that will resonate with the audience? Which campaigns have done it successfully and what products/treatments are most needed among different demographics? Our expert panel will discuss different ways products have been marketed to a multicultural audience and what lessons can be learned from these campaigns.

DTC Perspectives, Inc.110 Fairview Avenue, Suite 4Verona, NJ 07044

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Mark BardExecutive Director and

Co-Founder, Digital Health Coalition

Todd KolmDirector, Emerging Channel Strategy, US Primary Care

Marketing, Pfizer Inc

Wendy BlackburnExecutive Vice President,

Intouch Solutions

Monique LevyVP of Research, Manhattan

Research

Bill DrummyCEO and Founder,

Heartbeat Ideas and Heartbeat West

Michael MyersPresident, Palio

Jim JosephPresident, North America,

Cohn & Wolfe

Buddy ScaleraSVP, Interactive Content and

Market Research, Ogilvy CommonHealth Interactive

Marketing

Stu KleinHealthcare Practice Lead,

Interpublic

Denise StraussExecutive Director, Managed Markets

Marketing, Boehringer Ingelheim

With Leadership from the 2012 eDTC Conference Board

September 13-14Washington DC

Why This Digital Marketing Conference:• A Content-Rich Agenda focused on the Future of Digital Marketing

and guaranteed to revolutionize the way you apply the latest trends• Leading national marketing event planned by DTC Perspectives,

a trusted company with over a decade of industry preferred conferences, including the DTC National

• Every presentation vetted by the eDTC Conference Board to ensure you receive only cutting edge insights, no pitches

A DTC Perspectives Inc. Digital Marketing Conference

Register: www.mchnational.com ■ 973-521-7475Passes starting at $1995 Includes full access to the conference, events and exhibit hall

Book Your Room: Make your reservation today at the Rosen Plaza Hotel. The special room rate is $119. Book your room by calling 1-800-627-8258 and mentioning “DTC Perspectives.”

Join the Discussion @MCHNational

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Multicultural

M a r k e t i n g t o a D i v e r s e A m e r i c a

HealthNational

Rosen Plaza Hotel9700 International Drive Orlando, FL 32819

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