The Asian-American community is truly an untapped market for pharmaceutical companies. But to be successful, marketers have to understand the diverse cultural mores of the many groups referred to as Asian.
The pharmaceutical industry has been hesitant to approach an Asian-American audience. But experts say there is an opportunity to reach a loyal audience that is in need of health information. Companies that make the effort to reach Asian Americans in a culturally sensitive way will reap the rewards.
The term Asian American is, in many respects, a misnomer. It is a general term used to refer to people from widely varied backgrounds who regard themselves as Chinese American, or Indian American, or Vietnamese American, and so forth.
Asian Americans come from more than 20 different countries, represent more than 60 different ethnicities, and speak more than 100 different languages. It is this very diversity that often intimidates the pharmaceutical industry when it comes to targeting these many communities, some experts say…
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An Untapped Market
Experts on this Topic
Wanla Cheng. President, Asia Link Consulting Group, New York; Asia Link is a full-service multicultural marketing research and consulting company focused on the Asian-American market. For more information, visit asialinkny.com.
Erin Edgley. Senior Specialist, Public Affairs, Gilead Sciences, Foster City, Calif.; Gilead Sciences is a biopharmaceutical company with six marketed products and a clinical, preclinical, and research pipeline focused on developing anti-infectives. For more information, visit gilead.com.
Donna Fucello. Executive Director; Stephanie Hsu, M.D. Medical Writer; Ryan Nguyen, Pharm.D. Manger of Scientific and Clinical Affairs, INNOVIA Education Institute; INNOVIA Education Institute, Columbia, Md., part of the Columbia MedCom Group, provides CME activities for physicians by blending high-caliber science with strategic marketing campaigns to help ensure the success of educational activities. For more information, visit innoviaeducation.com.
Beverly J. Gor, Ed.D. Associate Program Director of Community Relations and Asian American Outreach Coordinator at the Center for Research on Minority Health, University of Texas M.D. Anderson Cancer Center, Houston; The mission of The University of Texas M.D. Anderson Cancer Center is to eliminate cancer in Texas, the nation, and the world through integrated programs in patient care, research, education, and prevention. For more information, visit mdanderson.org.
Hiroko Hatanaka. VP, Account Management, General Manager, IW Group Inc., New York; IW Group is a fully integrated, full-service marketing communications firm that specializes in reaching the growing Asian communities in the United States. For more information, visit iwgroupinc.com.
William Hsu, M.D. Codirector of the Asian American Diabetes Initiative, Joslin Diabetes Center, Boston; Joslin Diabetes Center is an internationally recognized diabetes treatment, research, and education institution affiliated with Harvard Medical School. For moreinformation, visit joslin.org.
Larry Moskowitz. VP, Strategic Marketing Services, Kang & Lee Advertising, New York; Kang & Lee Advertising is a marketing and communications agency specializing in the Asian-American market. For more information, visit kanglee.com.
Rupa Ranganathan. Ethnic Strategist, Leader Ethnic and Multicultural Conference Practice, Strategic Research Institute, New York; The Strategic Research Institute creates, produces, and manages conferences covering industry specific business-to-business topics. For more information, visit srinstitute.com.
Nita Song. President and Chief Operating Officer, IW Group Inc., Los Angeles; IW Group is a fully integrated, full-service marketing communications firm that specializes in reaching the growing Asian communities in the United States. For more information, visit iwgroupinc.com.
Michael W. Wong, J.D. Multicultural Consultant, Vancouver; Mr. Wong offers advice to pharma companies embarking on campaigns that target the Asian-American community. For more information, e-mail firstname.lastname@example.org.