Multicultural Marketing in pharma campaign strategy includes targeting people of different cultural backgrounds individually but with the brand’s same overarching touch. It’s all about meeting the needs of specific target audience segments instead of delivering an impersonal message designed for both everyone and no one in particular.
We’ve compiled some of the most effective tactics that could help you to implement multinational marketing campaigns. But first, let’s consider why it is so important.
How different ethnicities consume content
The Asian American population grew by at least 72% between 2000 and 2015, as reported by Pew Research, which made this ethnic group the fastest growing in the US. As predicted by the US Census Bureau, by 2060, the Hispanic population will have grown by 115% and by that time will make up 29% of the total US demographic.
If you’re not doing Multicultural Marketing in pharma yet, then you’re not doing marketing at all. The numbers below illustrate general content consumption habits: how and where people of different ethnicities prefer to consume content.
Segmenting by age reveals that multicultural millennials (aged 18 to 34) consume media at a very high pace (93% smartphones, 89% Smart TV, 78% radio, 62% blogs). They make up the largest population cluster in the US, representing over 75 million people. At the same time, 84% of millennials don’t trust traditional ads and discover 50% of the new products outside of physical stores.
- CRM and DMP for segmentation
According to the Interactive Advertising Bureau, predictive analytics and cross-channel measurement are what 50% of data-centric companies are striving to have in their organizations. Practitioners see a growing need in proprietary data centralization systems since they remove reliance on third-party data management organizations. Such technologies, like CRM and DMP, centralize storage of all data assets, which is crucial if you market campaigns globally.
- Content personalization for segments
Before you start developing an advertising message to various multicultural segments, it is important to determine how your audience segments assess features, functions and benefits.
In order to understand how it’s happening on a cultural level, the marketer may run a conjoint analysis. This analysis consists of real-life scenarios and statistical modeling of market decisions. It is widely used for defining appropriate pricing, product configuration and other marketing nuances.
- Omnichannel advertising
As soon as variations of your ad units for multicultural marketing in pharma are tested, they’re ready to be used. There are plenty of ways to purchase advertising space online, the most popular among them are manual placements, Google, Facebook, Instagram advertising and programmatic and PPC platforms.
Manual placements and their characteristics are negotiated and arranged between advertisers and publishers individually. If you’re going to do a lot of media buying, it’s worth it to purchase a subscription to specialized media planning platforms that aggregate the supply.
PPC platforms, Google and Facebook ads make it easier to find narrow niche multicultural audiences. The contextual targeting tool from Google, for instance, has advanced features that help to designate both language and location of the target user. Google Adsense provides keyword suggestion for display network campaigns. Facebook ads enable the user to target customers or certain regions within pre-scheduled hours.
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