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Creating opportunity from diversity

$30.00

Copyright: This PDF purchase is for a Single user for review or filing purposes only. The PDF is watermarked. If you are interested in a PDF reprint to post on your website or distribute electronically, or hard-copy reprints, please contact Marah Walsh at mwalsh@pharmavoice.com.

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Product Description

America’s population landscape has undergone dramatic changes in recent years, and with those changes come some huge opportunities, as well as challenges, for the healthcare industry. Pharmaceutical companies and their advertising agencies are determining how to bring messages about their products to diverse groups in a way that is culturally sensitive, that will garner long-term goodwill of the communities, and that address the most pressing health concerns facing various racial and ethnic groups. Developing diverse marketing promotions and programs where each group is recognized as an integral part of the overall effort is crucial, according to industry experts. Diversity marketing can never be just an afterthought or general market publicity…

Sidebar:
Developing Clinical Diversity
Addressing Diversity in DTC

Experts on this topic
Mary Beth Arensberg, Ph.D., R.D. Director of Public Affairs, Ross Products Division, Columbus, Ohio; Ross Products, a division of Abbott Laboratories, is a U.S. market leader in pediatric nutritionals and a world leader in adult nutritionals
Stephen Chavez. VP of Business ­Development, FWI (formerly FaxWatch Inc.), Scottsdale, Ariz.; FWI provides timely, ­unbiased medical information to physicians, healthcare executives, and patients
Jaime Carlo-Casellas, Ph.D. President and CEO, CC Scientific, Rancho Mirage, Calif.; CC Scientific provides financial services and healthcare industries with guidance, ­support, and ancillary services to respond to the Hispanic consumer
Laura Cruz. President, Adelante Marketing, Phoenix, Ariz.; Adelante Marketing ­provides qualitative market research and strategic planning for clients who wish to target the Hispanic community
Sylvina Frutos. Product Manager, ­Avandia, direct-to-consumer, direct-to-patient, GlaxoSmithKline, Philadelphia; GlaxoSmithKline is one of the world’s ­leading research-based pharmaceutical and healthcare companies
Richard Levy, Ph.D. VP Scientific Affairs, ­National Pharmaceutical Council, Reston, Va.; NPC sponsors and conducts scientific, evidence-based analyses of the appropriate use of pharmaceuticals and the clinical and economic value of pharmaceutical innovation
Jo Muse. Chairman and Executive Creative Director, Muse Cordero Chen & ­Partners, Los Angeles; Muse Cordero Chen & Partners is a full-service multicultural ­advertising agency
Ingrid Otero-Smart. President and Chief Operating Officer, Mendoza Dillon & Asociados, Newport Beach, Calif., and managing partner of MD&A/Salud; Mendoza Dillon & Asociados, part of WPP Group Plc., provides integrated marketing services to reach the growing and high-potential Hispanic market in the U.S.; MD&A Salud is a joint venture with ­CommonHealth that develops programs for DTC advertisers in the Hispanic market, ­CommonHealth is a member company of the WPP Group
James H. Powell, M.D. Director of ­Biomedical Education and Research, the National Medical Association, Washington, D.C.; the NMA is the nation’s oldest and largest African-American medical association, ­representing the interests of more than 25,000 African-American physicians, dedicated to ­promoting quality healthcare for African-Americans and under-served populations
Andrew Purcell. VP of Diabetes Marketing, Novo Nordisk Pharmaceuticals Inc., Princeton, N.J.; Novo Nordisk is a focused healthcare ­company and a world leader in diabetes care
John J. Racik. General Manager, Sentrix Global Health Communications, Short Hills, N.J.; Sentrix is a Young & Rubicam global healthcare agency network
Rupa Ranganathan. Ethnic Strategist and Senior VP, Strategic Research Institute, New York; Strategic Research Institute researches, creates, produces, and manages executive conferences covering industry specific business-to-business topics
Rajesh Singh. VP and General Manager, Formedic Communications, Somerset, N.J.; Formedic supplies patient record and registration forms and other promotional selling tools, free of charge upon request,
to more than 158,000 physicians; programs are designed to streamline practice management, increase efficiency, and decrease office overhead; the ­company’s Hispanic program reaches more than 15,000 physicians in markets ­throughout the U.S.
Sheila Thorne. President, Torre Lazur McCann’s Multicultural Healthcare ­Marketing business unit, Parsippany, N.J.; the division focuses on the specific needs and values of multicultural and multi-­ethnic communities

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