For all its efforts supporting health-related causes, the medical marketing business still has plenty of room for improvement on the health equity and diversity fronts. Calling out the industry when it comes up short has become Tayla Mahmud’s professional mission. Her leadership and research have challenged the industry’s conventional wisdom around multicultural marketing and urged messengers to do more with critical health information. Meanwhile, M Booth’s publication of reports detailing the “chosen circles” trusted by diverse patient populations have underscored the nuance with which marketers must approach these communities. Indeed, Mahmud understands better than most that no patient group is a monolith and that consumers increasingly view health companies much as they do lifestyle brands, which requires a retooling of their marketing playbooks. She’s up to the task.
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