Misconceptions about multicultural advertising today

The landscape of multicultural marketing or advertising in recent years has changed, and your healthcare strategy should adapt. Don’t let these misconceptions get in the way. “It’s not important if my office doesn’t have a large group of multicultural patients” 17% of the US population is Hispanic, 12% is black and 5.6% is Asian-American. This is only in the United States and if you think that this does not affect you because you do not live there, I think it is time to review the number of immigrants that now abound throughout the world. If you don’t have a multicultural patient base, it’s likely because you’re missing communication opportunities. “Traditional media is the best way to reach a multicultural audience” This was once a solid strategy, when traditional media was the main source of entertainment for most people. Advertising through television programming can certainly reach a diverse audience, but it targets an older generation, who today may not be responsible for making decisions regarding how to treat their health. Regardless of the type of practice you do, the decision-maker in the family may be much younger. We call this the middle generation. The key influence that often makes all healthcare decisions for the home. About 1 in 3 people in this generation care for an older relative, making financial decisions for their parents, themselves, and their own children. This is a new generation of uninterested in m traditional media. They adapt quickly to new technologies and social media sites and are 3 times more likely to use their smartphones to make medical decisions than others. “Marketing messages should be in English” If you don’t have an English-speaking doctor, or if your marketing messages aren’t all translated into English in a majority Spanish-speaking area, that’s okay! Currently, messages in Spanish tend to be more reliable, especially in favor of a bad translation. We tend to believe that English gives us a certain air of professionalism. It is essential that you know it and preferably that you speak and read it fluently, but only to be able to clarify doubts about medications or information that your patients may find online, not necessarily for your communication. Your end audience may not speak English. Most Mexicans are not bilingual, but many do understand both languages. It is certainly useful to be able to defend yourself, but not to exaggerate it as it can create a distance or sense of elitism.