As a highly specialized service, Healthcare Marketing has the proven ability to target specific ethnicities such as Black, Hispanic and Portuguese. By examining the demographic makeup and ethnic population spikes in small to medium sized cities, we can build a “medical response” message targeting that particular ethnic group.
As a result, the success rate improves dramatically over traditional mass marketing campaigns.

Furthermore, it has been proven that certain ethnic groups suffer disproportionately from a variety of diseases, as opposed to Caucasians.

Consider that:

• Blacks suffer from diabetes at twice the rate of whites (3rd leading cause of death)
• Blacks are 20 times more likely than whites to develop high blood pressure at a younger age
• Portuguese males suffer from a higher incidence of prostate cancer than whites

Using the above data, we are able to develop a culturally relevant approach by creating materials and messaging that are “in-culture.” It is also important that the messages are customized to address the specific disease or ailment within that ethnic group and are delivered through mediums that are proven to reach the targeted ethnic group.

Case Study #1: Baltimore, MD

The Problem:

The prevalence of prostate cancer among adult Black males

 

Culturally Relevant Approach:

Provided free PSA screenings in health vans outside neighborhood barbershops

Staffed barber shops with healthcare counselors

Used barber shops (versus men’s homes) as delivery stations for screening results, assuring privacy

 

Outcome:

Through this culturally conscious “grassroots” effort, hundreds of Black men were screened for PSA levels and referred to neighborhood healthcare providers for diagnosis and treatment.

Case Study #2: Fall River, MA

The Problem:

High incidence of prostate cancer among adult Portuguese-American males

Reluctance of this population to proactively seek screening

 

Culturally Relevant Approach:

Recognized role of entire family in healthcare decisions

Developed and distributed culturally relevant patient education materials to entire community

Referred families to area Portuguese physician practice for screenings, diagnoses and treatment

 

Outcome:

This three-month program was so successful in driving families into the area practice and hospitals, it was terminated after only one month.