Developing Culturally Appropriate Marketing Communications: Tips and lessons learned from the trenches

For healthcare organizations, attracting and supporting ethnic markets has quickly transformed from an “add on consideration” to a powerful consumer group and strategic piece of the business model. The success of President Obama’s broad-based and extremely diverse campaign tells us that the tipping point in our culture has already happened. What is necessary to harness the power of today’s ethnic market? Short of having a dedicated ethnic marketing group, how can you incorporate best practices to your existing marketing infrastructure to ensure that your brand and content resonate across cultures?

Speakers:

• Scott Paro, Marketing Manager, San Francisco Health Plan
• Janet Johnson, VP of Marketing, KC Distance Learning
• Chanin Ballance, President and CEO, viaLanguage

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