Multicultural Marketing

Think local, deploy globally

Think local, deploy globally

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Deploying digital frameworks across large pharmaceutical organizations is a tricky business the world over, as execs convening in Barcelona can tell you. Securing local buy-in is essential to a successful multichannel roll-out.

McCann launches Hispanic health marketing unit

McCann launches Hispanic health marketing unit

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Interpublic's McCann HumanCare and Casanova Pendrill hope to sell pharmas on deeper engagement with Hispanic audiences through a joint venture dubbed HumanCareHSP

Novo Nordisk launches "robust" Hispanic FlexPen play

Novo Nordisk launches "robust" Hispanic FlexPen play

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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.

Univision study finds demand for in-culture communications to Hispanics

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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.

Pharmas' multicultural consumer efforts online fall flat

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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.

Ethnically insensitive Summer's Eve ads draw eyeballs and brickbats

Ethnically insensitive Summer's Eve ads draw eyeballs and brickbats

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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.

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