Diverse market still largely untapped

Share this article:
Rapidly changing demographics are affecting the complexion of America, and many groups aren't adequately targeted for healthcare products and services.

“It's not about black and white, it's about green,” green as in dollars, said Sheila Thorne, president and CEO, Multicultural Healthcare Marketing Group, at the Pharmaceutical Marketing Research Group conference on October 20.

One in 10 Asian Americans have chronic Hepatitis B, compared with 1 in 1,000 among the general population, said Hiroko Hatanaka, VP, IW Group. 

“In many cases, Chinese don't know what Hepatitis B is,” she said. “Marketing is a way to raise disease awareness in this community.” Among Dominicans in the Washington Heights section of New York City, 72% don't use asthma drugs, noted Jorge Petit, former commissioner at NYC's department of health and mental hygiene. In order to reach these groups, marketers have to work with ethnic media and craft messaging that resonates (not simply translations).
Share this article:
close

Next Article in Features

Email Newsletters

More in Features

Headliner: Proteus CEO takes an original path

Headliner: Proteus CEO takes an original path

Andrew Thompson, CEO, Proteus Digital Health

Leadership Exchange: How Do We Get Beyond the Pill?

Leadership Exchange: How Do We Get Beyond the ...

As its focus moves from manufacturing to service, pharma needs to partner with healthcare neophytes as well as established players. James Chase asks six experts to assess the risks and ...

FDA and off-label uses: a balancing act

FDA and off-label uses: a balancing act

FDA's current re-examination of its off-label promotion policies in light of the First Amendment is a delicate balancing act between its rock-solid traditional enforcement posture and a diverse new electronic ...