Evolving inclusive marketing to reach every possible patient
The way that we think about marketing must evolve to be more inclusive. Advanced targeting and culturally relevant messaging are musts to reach diverse audiences, build trust and inspire action.
Every day we see how differences in language, culture and awareness continue to stand in the way of better health for many segments of our population. Consequently, our ability as marketers to reach, engage and connect with these populations on their terms can’t be understated. Putting it plainly as Koop would have, in many cases, we’re leaving the very patients who need to hear about our treatments in the dark.
The Power of Precision Targeting
Rethinking our approach to inclusive marketing begins with targeting. While ZIP code and census data are generally reliable strategies, they make huge assumptions about where and how patients receive care within that ZIP code. To reach and engage diverse and underserved populations, we should consider a more tailored approach — medical claims data. At PatientPoint we’re leveraging patient medical claims data to enable us to better understand the convergence of prescribers, patient demographics, disease burden and locations within our network to help marketers reach and engage every possible patient.
Culturally Relevant Messaging Matters
Finding every possible patient who needs to hear from us is only the first step — we must next engage these patients in culturally relevant, meaningful ways that inspire trust and action. Messaging must be appropriate for a patient’s language and culture and connect in a relevant way that enables whomever we’re targeting to be successful in their care journey. Going back to our type 2 diabetes example, we want Black women over age 55 to not only see and hear themselves in creative; we want them to feel an authentic connection to the way they receive healthcare. Think critically about how your creative depicts the way different cultures see and receive healthcare and interact with physicians and clinical staff to determine whether it will resonate with your audience in a way that builds connection.
At the end of the day, inclusive marketing is still about driving access to therapy. To be successful, our marketing approach needs to evolve to reach and meet each patient where they are—literally and figuratively. All these years later, Koop’s words still ring true: Drugs don’t work in people who don’t take them. Now more than ever it’s our opportunity and responsibility as marketers to ensure every possible patient knows treatment is within reach and to empower them in those moments that matter to enhance their relationships with their provider, build trust and create better health for all.
