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Exploring Hispanic health attitudes and behaviours for more informed cross-cultural marketing

Author

Listed:
  • Gómez, Amy

    (SVP of Diversity Strategy, Klick Health, USA)

  • Hardie, Meredydd

    (VP of Cultural Intelligence, Klick Health, Canada)

  • Hettel, Keri

    (SVP of Intelligence, Klick Health, USA)

  • NguyễN, Olivia

    (Healthcare Brand Strategist, Klick Health, USA)

  • Tolbert, Kristin

    (Director of Cross-Cultural Marketing, Klick Health, USA)

Abstract

Many global pharmaceutical brands have made strong commitments to improve cross-cultural inclusion in their marketing communications by considering the needs of diverse communities. To stay true to those commitments and to be successful in them requires strong data and insights about those communities. This study evaluates the health attitudes and behaviours of Hispanics compared with non-Hispanics in order to develop foundational knowledge to begin improving cross-cultural pharmaceutical marketing. The study draws on information captured from a series of online discussion boards, a quantitative survey and qualitative focus groups to understand potential differences in definitions of health, people and places of healthcare consumption and opportunities for marketing innovation. The investigation shows that many nuances of Hispanic healthcare needs and preferences are not currently being addressed by pharmaceutical marketers. It also identifies specific gaps in the areas of mental health and digital technology. The findings from this research can be used by pharmaceutical marketers to develop more effective cross-cultural communications targeted at Hispanics.

Suggested Citation

  • Gómez, Amy & Hardie, Meredydd & Hettel, Keri & NguyễN, Olivia & Tolbert, Kristin, 2022. "Exploring Hispanic health attitudes and behaviours for more informed cross-cultural marketing," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 6(2), pages 140-152, March.
    • Handle: RePEc:aza:jcms00:y:2022:v:6:i:2:p:140-152
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    More about this item

    Keywords

    cross-cultural; multicultural; Hispanic; Latino; health; health technology; healthcare marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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