Cultural Influences on Marketing Strategies

cultural influences on marketing strategies

JANUARY

Brought to you by the Sightpath Medical Marketing Team

01The Big Picture

Nicole Monacell

Multicultural marketing is the practice of marketing to one or more audiences of a specificethnicity—typically an ethnicity outside of a country's majority culture.

What is your MAJORITY CULTURE?

02Research

Tyler Brown

United States Census Bureau American Fact Finder

United States Census Bureau Quick Facts

Find out what cultures are presented in your area

Learn more about those cultures

Countries and their Cultures

Multicultural Market Research

Map USA

03Design

Jeffrey Martin

show value

Build Trust

BUILD TRUSTshow value

Image credit: www.wirednewyork.com

• Language is a distinctive aspect of different cultures, presents its own challenges of quality of translation, representation and stylistic elements.

• Layout that serves as a communication bridge between the user and the system, it involves placement of banners, menu items, orientation, amongst others.

• Symbols denoting actions for the user and vary from culture to culture. They may be icons used for currencies, locations, and other navigational elements.

• Clarity: Content or structure, referring information or features that the site offers and its organization.

• Get to a call to action quickly, concisely (Website: easy to use navigation)

• Color: Color connotations mean a lot of different things for different cultures.

• Visuals: use recognizable visuals including photos, colors and other devices that a new user can understand and identify with.

Characteristics of design that should be considered in cultural communications

"The bottom line is to help makecommunication effective between a

business and a local user."

Be genuine and show an interest incultural sensitivity.

N e h a l S h a h , C U A , C X A , H u m a n F a c t o r s I n t e r n a t i o n a l

Trompenaars' and Hampden-Turner's, Seven Dimensions of Culture

Cultural Targeting: The Key to Online Consumer Receptivity by David S.B. Butler

Lost in Translation: Cultural Differences in Advertising by Olga Werby

Other Resources:

04Employee Training

Allisha Gosselin

Be Informed

CollaborateGet involved with groups within your

community/neighborhood.

Monthly Meetings Discuss and understand the

beliefs and cultural differencesof your patients.

Key:blue = linear-active { cool, factual, decisive planners}red = multi-active {warm, emotional, loquacious, impulsive}yellow = reactive {courteous, amiable, accommodating, compromiser, goodlistener}

•What holidays do you celebrate?

•Change your hours toaccommodate your community

•Spend more time with patients

•Offer your on hold message inanother language

•Translate patient educationmaterials

IDEAS FOR YOUR PRACTICE

05Marketing Tools

Becca Johnson

Jan20 15

Sightpath Medical

Spanish Marketing Materials

05Take-Aways

Nicole Monacell

Do your due diligence.Research your target

audience and theircultural behaviors.

FOR YOUR PRACTICE4 TAKEAWAYS

1 2 3 4Be aware of the

changing landscapeand include

multicultural marketingin your growth strategy.

ResearchMold your message to

the cultural values,traditions and beliefs ofyour target audience.

MessagingTranslate patient

education materials. Hire a bilingual staff

member or ask patientsto bring a translator.

CommunicationAwareness

hello¡hola!ciào

Questions