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The ROI of Multicultural Marketing

TODAY’S

OBJECTIVE

What is required

to achieve

Multicultural

ROI?

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.

2

Quality Data & Tracking

Nuances & Similarities

Segmentation

Targeting Tools

Dashboards

MulticulturalAnalytics

Triangulate Internal/External Intel

Treatment Adherence, Utilization

Consumer Connections & Media

Predictive Analytics

Total Market Perspective

TM Inclusive Insights

Product Design

Network/Distribution

Sales

Customer Experience

System-wide

Alignment

Insights Driving Business

Healthcare Providers

Brokers/Navigators

Retailers

Employers

What is Involved in Multicultural HealthcareROI?

Bob, Tom

Eric, Bob

Pepper, Eric

Pepper, Tom

3

Glue that

keeps it

together:

Cultural

Know-how

Risky Alternatives

Doing Nothing

Adverse selection

Substandard treatment

adherence

Higher in-patient costs

Scattered Efforts

Faulty tracking

Incomplete data

Inconsistent Customer

Experience

Leaving business’ sustainability to chance.

4

Sample M/C Segment ROMI

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

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)Based on select SSG sample of Rx, H/C, OTC

1.0

5

Opportunity Drivers Anchor Total Market Approach: Example of Sufferers of Arthritis, Chronic Pain, Migraine, Fibromyalgia

Refusers Refusers

Movables28%

Movables42%

Healthful

Healthful

White NH Multicultural

M/C

48% More

Likely

Source:

SSG Healthy Lifestyle™ powered by GFK-MRI

6

195% Confidence level

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.

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

WNH 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

M/C Nuances*

Opportunity Drivers Anchor Total Market Approach: Example of Sufferers of Arthritis, Chronic Pain, Migraine, Fibromyalgia

7

195% Confidence level*Attitudes that were most predictive among

Movable sufferers of arthritis, chronic pain…

Similar Predictors = Total Market Influencers

Newer drug brands work better than older brands1

My Medical conditions limit my lifestyle1

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.

Source:

SSG Healthy Lifestyle™ powered by GFK-MRI

Total Market

requires NuancesS

imila

rities

Panel of Experts

BobKumaki

Managing Principal

The RoninGroup

Segment Focus:

Asian American

Rkumaki@

RoninGrp.net

Pepper Miller

President, Author Black (Still) Matters in

Marketing

The Hunter-Miller Group

Segment Focus:

African American

Pepper@ HunterMillerGroup

.com

TomRoth

President

Community Marketing &

InsightsSegment Focus:

LGBT

Tom@Community

Marketinginc.com

EricTalbot

VP Strategy & Insights

Univision

Segment Focus:

Hispanic

ETalbot@

UNIVISION.NET

Carlos Santiago

Pres. & Chief Strategist

Santiago Solutions

GroupSegment Focus:

Multicultural & Millennial

Carlos@SantiagoSolutions

Group.com

8

Feasible

Watch closely

Essential

Reduces Risk

Guides optimization

Takes upfront

inclusion

Focus on Topline Growth

Beyond Marketing

Business-wide &

Front-to-back-End

Multicultural ROI Key Take-Aways

9

Multicultural

Analytics

System-wide

Alignment

Quality Data

& Tracking

Total Market

Strategy