African American Healthcare Marketing

This program features presentations from multicultural health experts that cover best practices for health care marketers to target African American consumers. 

Videos in this program include: 


"Using Social Media to Teach, Reach & Market to a Multicultural Healthcare Audience" 

Reginald Ware, CEO, Blackdoctor.org
Derrick Lane, Chief Content Officer, Blackdoctor.org

With the explosion of "black Twitter," Instagram video, Facebook shares and other current social media tools, African Americans usage of social media continues to grow exponentially by the hour. To keep up with the growing demand of how African Americans use social media as a top source for news & health information, this presentation will guide you through best practices of using likes, shares, tweets, posts and more to build brand awareness, grow your user base, and maximize online engagement amongst the nation of black consumers

*Includes presentation slides PDF


"The African American Consumer"

Cheryl Pearson-McNeil, SVP U.S., Strategic Community Alliances and Consumer Engagement, Nielsen

Despite historically high unemployment rates, Blacks have shown resiliency in their ability to persevere as consumers. Black buying power continues to increase, rising from its current $1 trillion level to a forecasted $1.3 trillion by 2017. The ongoing population growth and increases in educational attainment are key factors in the increase of African Americans consumer power. This presentation will discuss more about African American’s and their purchasing power and where it projects in the future.


"Getting African Americans Excited about Health Through Radio"

Jason Hughes, Director, Sales, Reach Media

African Americans over index in radio. Being concentrated in several urban markets, radio is also a great way to reach African Americans with very targeted, actionable health information. This presentation will discuss how to effectively reach African Americans through radio (both locally and nationally) and present case studies that show specific ways that African Americans were driven to take action on their healthcare through radio targeting.


"Understanding the African American Consumer"

Moderator: Bob McNeil, President & CEO, ImagesUSA

Panelists:

Cheryl Pearson-McNeil, SVP U.S., Strategic Community Alliances and Consumer Engagement, Nielsen
Reginald Ware, CEO, Blackdoctor.org
Jason Hughes, Director, Sales, Reach Media

This panel will take a look at the best ways to reach the African American consumer. It will show how best to utilize traditional and social media, how to choose your media mix, and how to best understand the purchasing habits and brand loyalty of this consumer segment.


"From Product-Centric to Patient-Centric in an Era of Healthcare Reform"

Sheila Thorne, President & CEO, Multicultural Healthcare Marketing Group

Major and dramatic demographic shifts in the United States coupled with increasing recognition of the role of race, ethnicity and culture in patient-provider communication, adherence and clinical outcomes underscores the need to make sure that your organization and your business group are culturally competent from molecule to market - from strategic business plan to customer. The presentation will provide insights and examples of how, when, and what your organization and members of your team must do to gain a competitive edge and strategic advantage in an increasingly diverse marketplace in an era of healthcare reform.


"Case Study on African American Health Marketing"

Vickie Gogo, Senior Vice President, Campbell & Company

Creative approaches are required to develop campaigns that are credible, sustaining and effective for Federal and state health agencies. One proven approach is through grassroots outreach and strategic partnerships. This presentation will discuss how Centers for Medicare & Medicaid Services (CMS) engaged senior centers and partnered with local radio stations around the country to educate African American older adults about new programs that benefit them.

*Includes presentation slides PDF


"Marketing to the African American Consumer"

Moderator: Bob McNeil, President & CEO, ImagesUSA

Panelists:

Vickie Gogo, Senior Vice President, Campbell & Company
Sheila Thorne, President & CEO, Multicultural Healthcare Marketing Group
Isadora Brown, Vice President, Lattimer Communications

This panel will examine different cases on how to market healthcare to the African American consumer. Panelists will discuss culturally competent marketing, specific campaigns that were and weren’t effective in marketing healthcare to African American consumers, and how your company can do a better campaign to reach African American consumers.


"30 Day Countdown to ACA 2.0: From Untapped Demand to Focused Growth, Retention & Cost Management"

Carlos Santiago, President/Chief Strategist, Santiago Solutions Group

How will the second open enrollment further shift the face of insured consumers, redraw market shares and demand changes in the way insurers, hospitals, drug retailers and pharma deliver health care solutions? As exchanges scale up, these dynamics will accelerate the shift to consumer-centric approaches – simpler, more effective, more efficient consumer touchpoints on the go for the highly multicultural exchange population. Increased competition among insurers, hospitals, drug retailers is certain while the newly insured becomes savvier, expecting smoother experiences, more guidance to manage their families’ health while increasing their value perceptions. Join us to explore how marketing effectiveness becomes a powerful advantage through emerging approaches and solutions

*Includes presentation slides PDF


"Multicultural Health: Obesity-Cost to Healthcare, Disease Prevention, Encouraging Lifestyle Modification"

Dr. Felicia Wade, Author, Heart of the Matter

The obesity statistics speak for themselves. However, often people do not embrace or accept that there is an issue to be addressed. Engaging Multicultural communities is a key component. During this presentation, we will discuss strategies for meeting people where they are and promoting health and obesity reduction. 

*Includes presentation slides PDF


"Multicultural Consumers: The New Mainstream"

Jeff Gregori, VP Consumer & Shopper Practice, Nielsen

As the population shifts, and the old mainstream becomes more diverse, it is no longer a valid business strategy to assume that ethnicity and race will eventually become irrelevant and dissolve into a homogenous “general market.” Instead, marketers should adjust and update their efforts to address a new mainstream marketplace that reflects and acknowledges consumers of all races and ethnicities. As the nation’s three largest multicultural groups continue their upward trajectory in both numbers and buying power, the need for a nuanced, culturally acute roadmap to the youngest and fastest-growing segment of the U.S. population has never been greater.

*Includes presentation slides PDF


"Using Data to Better Understand the Multicultural Consumer"

David Mesas, Director of Sales, Geoscape

Reaching the multicultural segments – particularly Hispanics, African-Americans, and Asians– has unique challenges, especially in the healthcare space. Today’s diverse consumers are seeking accurate, relevant, and personalized information to help them make good healthcare decisions for themselves and their families. Adding to the complexity are macro dynamics like healthcare reform, stricter FDA guidelines, healthcare professional shortages, and a rise in the number of patients entering the healthcare system. This deep dive will uncover ways that some leading healthcare providers are using data to meet the needs of multicultural communities in a way that benefits both the consumer and the healthcare industry as a whole. 

*Includes presentation slides PDF


"The State of Multicultural ACA Marketing: Hurdles, Opportunities & Return"

Carlos Santiago, Chief Strategist, SSG & Chair of AHAA’s Research Committee

In 2010, the Health sector allocated a mere 3.7% of its overall AdSpend towards Hispanic media. That share has sky-rocketed as competitors raced after the vast multicultural consumer opportunity in the exchanges. This presentation examines the relationship between Hispanic dedicated efforts and overall revenue acceleration, the so called ACA feasible/eligible opportunity gap for Open Enrollment 3 and beyond, as well as the Multicultural opportunity coming from this next Open Enrollment. Also, we’ll be looking at what states are closer/further to their multicultural potential, how is effectiveness as depicted by Hispanic, African American market shares before & after ACA, and how have players attained higher effectiveness in acquiring multicultural consumers.


"If You’re Not Engaging, You’re Not Marketing"

Cleveland Spears, President, The Spears Group

The presentation will build the case that healthcare is very personal, complex and often nuanced. As a result we focus on the importance, value and outcomes of investing in direct consumer engagement and strategic partnerships over traditional advertising media. We will share a case study of a client that invested $300K, $150K into advertising and $150K into consumer/community engagement to enroll users into a mobile diabetes intervention. The consumer engagement results far outpaced the responses from traditional media. A comprehensive marketing strategy with direct consumer and community engagement as a cornerstone is imperative to achieving population level health improvement goals. Healthcare is complex and very personal. Creating and leveraging strategic partnerships can provide greater return on investment while reducing marketing campaign budgets by 50%.

*Includes presentation slides PDF


"Leveraging the Faith-Based Community to Develop Brand Ambassadors"

Roslyn Daniels, Publisher, Black Health Matters

This places the church in the position to affect health-related behavior change. The clergy and health ministries play a role in the health of parishioners. This includes being the liaison between patients and health providers in hospital settings and helping patients return home. Attendees will learn to develop and implement training of local faith-based health coordinators which will support the establishment of a long-term systematic and sustainable diffusion of knowledge within African American communities. Attendees will learn how to leverage digital and social media to engage with audiences after health interventions. Utilize the influence of African American faith leaders and congregations to increase health awareness with screening and linkage to care through a call-to-action.

*Includes presentation slides PDF


"Believe What You Hear: Hispanic/Multicultural insights and their Impact on Healthcare Perceptions"

Myrna DeJesus, Senior Vice President of Planning, PM3 Agency

Perception can sometimes be reality, and that can be true regarding minority perceptions of healthcare. While these generalizations are rarely accurate, they are rooted in some truth. Whether a mistrust of doctors or a cultural misunderstanding of insurance, there are cultural reasons why people have certain perceptions. This session explores the background and cultural habits that affect perceptions of healthcare among minorities and how marketers can address and change these perceptions.

*Includes presentation slides PDF


"Social Cultural Intelligence: Using Big Data Analytics to Identify Cross-Cultural Insights Through the Patient-to-Treatment™ Journey"

*No Video - PDF Slide Presentation Only

Lili Gil Valletta, President, XL Alliance

Patrick Furey, Chief Data Officer, XL Alliance

Drawing from learning’s from a recent study by the Harvard Medical School, this presentation will demonstrate how an innovative process of social cultural intelligence- that draws insights from unbiased, unfiltered and real-time big data- can be used to uniquely identify unmet needs and barriers to care. Through the search of postings on social networks, message boards, blogs, patient communities, and topical sites, attendees will see how this process examines patterns of emotional, physical, and spiritual sentiments as well as resource and logistical issues expressed across various ethnic groups. Case studies and findings around barriers to breast cancer treatment and content needs for heart failure patients will be shared as practical examples.


"Increasing Racial & Ethnic Diversity in Clinical Research: Meeting the Challenges from Molecule to Market"

Sheila L. Thorne, President/CEO, Multicultural Healthcare Marketing Group, LLC

Clinical research is the foundation for the practice of evidence-based medicine. Once approved by the FDA, the therapy becomes available for physicians to prescribe to their patients. The more diverse the participants in clinical research, the more confidence physicians have in study results and the benefits of the medicine to all people, and the more strategic advantage in marketing to consumers and physicians who treat people of color. Blacks, Latino and Asians participate in clinical research far below their representation in the population. This presentation will address the reasons for low participation of diverse groups, the challenges, the barriers and the solutions to recruiting and retaining diverse participants in clinical research.

"Black Health Matters"

Sheila L. Thorne, President/CEO, Multicultural Healthcare Marketing Group, LLC

The African American community is a large and important demographic in healthcare, but it can oftentimes be difficult to connect with as issues such as proper healthcare access or a lack of trust of the pharmaceutical industry create barriers for marketers. Multicultural marketing expert Sheila Thorne has found one of the solutions when it comes to marketing opportunities within this key populationand has been designing qualitative and quantitative measures of success within the pharmaceutical business model.


"Hispanic Healthcare Journey"

Felisha Lewis, Vice President, Healthcare Insights, Nielsen
Carlos Gutierrez, VP, Strategy & Insights, Univision
Dr. Juan Rivera, Chief Medical Correspondent, Univision Communications, Inc. (UCI)

Looking to grow your business and improve patient outcomes? US Hispanics are your opportunity. Join experts from Univision and Nielsen as they share new insights from the Hispanic Healthcare Journey study, which brings to life the emotional, behavioral and cultural considerations for implementing Hispanic outreach. From the very first symptoms to obtaining treatment, participants will gain new insights to encourage patient-HCP conversations, adjust their communication strategies, and craft resonate messaging for Hispanic patients.

*Includes presentation slides PDF