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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
