Multicultural Marketing

Novo Nordisk has launched a big integrated Spanish-language marketing campaign for its FlexPen insulin delivery device - one that Univision calls "the most robust ever" in Hispanic media for the diabetes sector.

Healthcare marketers need to work on building trust among Hispanic audiences and improving adherence through targeted communications, according to a survey by Hispanic media giant Univision Communications.

Out of 240 branded pharma websites, only about a fifth have any sort of African American imagery on their pages, and bilingual sections of pharma sites are often missing important elements like the "Questions to ask your doctor" section, symptom trackers and other tools, a study of the drug industry's online multicultural outreach efforts found.

A feminine hygiene brand known for its boffo advertising is back with an anatomically-explicit ad campaign that's generating tons of publicity but also charges of racism.