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

Amy Gómez, Meredydd Hardie, Keri Hettel, Olivia NguyễN and Kristin Tolbert
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Amy Gómez: SVP of Diversity Strategy, Klick Health, USA
Meredydd Hardie: VP of Cultural Intelligence, Klick Health, Canada
Keri Hettel: SVP of Intelligence, Klick Health, USA
Olivia NguyễN: Healthcare Brand Strategist, Klick Health, USA
Kristin Tolbert: Director of Cross-Cultural Marketing, Klick Health, USA

Journal of Cultural Marketing Strategy, 2022, vol. 6, issue 2, 140-152

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.

Keywords: cross-cultural; multicultural; Hispanic; Latino; health; health technology; healthcare marketing (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2022
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