According to the February 2012 Patient Journey Study
conducted by Univision Communications, there is a strong correlation between
medical adherence and in-culture communications.
“We found that targeted communications have a strong
influence during the adherence phase. If
marketers connect with Hispanics in their language and culture, they tend to
feel more comfortable about taking the medication” said Eric Talbot, Univision
Vice President of Brand Solutions/Healthcare.
When creating communications for a Hispanic audience, you
have choices. Using a neutral-dialect,
“Universal Spanish” that speaks to everyone is fine for communicating the news
or recording phone system messages but is not a wise choice when trying to
reach a target audience through their emotions and feelings.
To gain compliance from your audience you need to connect
with them specifically. You need to
create a mental image or emotional connection with the action or role you need
them to take. When you take the time and
energy to recognize cultural nuances through accents and word selections, and
become sensitive to their belief systems, differing cultures and frames of
reference, you connect on a deeper level with your target audience.
This means tailoring your message according to the
cultural characteristics of your identified market. It means making more effort on your part to
create multiple ad campaigns instead of just one. This effort shows your audience you are
committed to them and they are worth the added budget it took to reach them in
their language and culture.
There are many ways to target a Hispanic audience. If you wish to gain medical compliance from
them, you need to make them feel valued.
The best way to connect with them is in a culturally targeted and honest
way.
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