Should healthcare companies be investing in multicultural? How to formulate their media plans? It has become common to discuss the changing demographics of America yet the advertising dollars targeted these markets haven’t followed to the same degree.

1. NEED OTHER
LOGOS

2. The ROI of Multicultural
Marketing
It has become common to discuss the changing
demographics of America yet the advertising
dollars targeted these markets haven’t followed to
the same degree.
 Why should healthcare companies be
investing in these areas?
 How should they formulate their media
plans?
 Should companies be looking at multicultural
as a separate bucket or target these different
segments as part of their total market
strategies?
Our expert panel will take a look at some of the
most targeted multicultural segments and discuss
the ROI opportunities that exist by marketing to
them.
TODAY’S
OBJECTIVE
What is required
to achieve
Multicultural
ROI?
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3. What is Involved
in Multicultural
Healthcare
ROI?
Triangulate Internal/External Intel
Treatment Adherence, Utilization
Consumer Connections & Media
Predictive Analytics
Quality Data
& Tracking
Bob, Tom
Multicultural
Analytics
Eric, Bob
Glue that
keeps it
together:
Cultural
Know-how
Total Market
Perspective
Pepper, Eric
Insights Driving Business
Healthcare Providers
Brokers/Navigators
Retailers
Employers
Nuances & Similarities
Segmentation
Targeting Tools
Dashboards
TM Inclusive Insights
Product Design
Network/Distribution
Sales
Customer Experience
Systemwide
Alignment
Pepper, Tom
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4. Risky Alternatives
Doing Nothing
Scattered Efforts

Adverse selection

Faulty tracking

Substandard treatment

Incomplete data
adherence

Inconsistent Customer

Higher in-patient costs
Experience
Leaving business’ sustainability to chance.
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5. Sample M/C Segment ROMI
Possible to enhance overall Total Market growth by assessing what segmented
marketing vehicles, messages, geographic focus, drive growth and ROI gains and
which are less effective
Multicultural Index
of Incremental Profit per Marketing $
Invested (ROMI) (Multicultural ROMI ÷
White NH ROMI * 100)
OTC Sample
Marketing Mix ROI
Consumer promotions
such as couponing were
top performers and are
considered very strong
relative to other vehicles
 Span+AA TV shows
higher than GM TV
 Mobile seems higher.
 Print and Internet seem
more challenging

Based on select SSG sample of Rx, H/C, OTC
1.0
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6. Opportunity Drivers Anchor Total Market Approach:
Example of Sufferers of Arthritis, Chronic Pain, Migraine, Fibromyalgia
The ‘next’ untapped source of growth segment opportunity (among ‘Movables’ in the case
below) can be carefully measured and contrasted between segments, leading to precise
acquisition targeting strategies.
White NH
Multicultural
Healthful
Healthful
M/C
48%
Movables
28%
Refusers
Movables
42%
More
Likely
Refusers
Source:
SSG Healthy Lifestyle™
powered by GFK-MRI
195%
Confidence level
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7. Opportunity Drivers Anchor Total Market Approach:
Example of Sufferers of Arthritis, Chronic Pain, Migraine, Fibromyalgia
To be most effective, Influencers and Drivers among the most likely ‘next’ growth segments,
should incorporate similarities to WNH as well as key Multicultural segments nuances.
Similar Predictors = Total Market Influencers
WNH Nuances*
I’m often the first to try the
most advanced meds1
Medication has improved the
quality of my life1
I take Rx meds exactly as
prescribed1
Similarities
Newer drug brands work better than older brands1
My Medical conditions limit my lifestyle1
Total Market
requires Nuances
M/C Nuances*
I prefer popular brand-name
Rx, even if they cost more1
I’m always looking for new
ways to live a better life1
I think herbal supplements are
effective1
Source:
SSG Healthy Lifestyle™
powered by GFK-MRI
195%
Confidence level
*Attitudes that were most predictive among
7
Movable sufferers of arthritis, chronic pain…

8. Panel of Experts
Bob
Kumaki
Pepper
Miller
Tom
Roth
Eric
Talbot
Carlos
Santiago
Managing
Principal
President, Author
President
VP Strategy &
Insights
Pres. & Chief
Strategist
The Hunter-Miller
Group
Community
Marketing &
Insights
Univision
Santiago
Solutions
Group
Segment Focus:
Segment Focus:
Segment Focus:
LGBT
Hispanic
Tom@
Community
Marketinginc.com
Multicultural &
Millennial
ETalbot@
UNIVISION.NET
Carlos@
SantiagoSolutions
Group.com
The Ronin
Group
Segment Focus:
Black (Still) Matters in
Marketing
Segment Focus:
Asian
American
African
American
Rkumaki@
RoninGrp.net
Pepper@
HunterMillerGroup
.com
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9. Multicultural ROI
Key
Take-Aways
Multicultural
Analytics
Feasible
Watch
closely
Essential
Reduces
Risk
Guides
optimization
Takes
upfront
inclusion
Focus on
Topline
Growth
System-wide
Alignment
Quality Data
& Tracking
Total Market
Strategy
Beyond
Marketing
Businesswide &
Front-toback-End
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