Slide share critical cond miller&taylor nov2009edit3

Marketing 2 Women Healthcare Conference | November 5, 2009

Black Population Overview

•  Black Americans total 41 million and represent 13.5% of the US population

•  The majority reside in the south (56%)

•  54% of Black Americans are women

Additionally:

•   49% (vs. 66% of Whites) are less likely to have employer sponsored health insurance

•  Black Americans are more likely than White Americans to be uninsured (19.5% vs. 10.4%)

2 Office of Minority Health, 2009

Black Americans and Technology

The Digital Divide is diminishing

• Black Americans:

–  Are online (68% vs. 71% of all Americans)

–  Internet access via mobile devices is 141% higher since 2007

–  Are more likely to use Twitter (26% vs. 19 % Whites and 18% for Latinos)

• Additionally, college educated Black women are “Serial Twitterians”

3 Blackamericastudy.com. 2008; Pew Internet and American Life Survey 2009

Why Marketers Say No to Black Consumer Healthcare Marketing

• Perpetuation of reported healthcare disparities and Black consumer health challenges

• Language becoming cultural identifier “They speak English don’t they?”

•  Increased efforts toward Multiracial Healthcare Marketing

• Divided perceptions about Black patients among healthcare providers

4 4

5

Culture Debated

5

Many Black Doctors Believe… Many Non-Black Doctors Believe…

“Bad health is more about poverty than African-American culture”.

“Poor Whites eat just as much salt as poor Blacks”.

“Many of my patients think that if they pray on their condition it will improve”.

“Home herbal remedies are replacing medication for some of my patients”.

Hunter-Miller Group, 2007

6

2

3

1

Healthcare Marketers who connect with and reap benefits from Black Women understand…

6

Black women are a culturally distinctive market segment

Black women are different from and similar to each other in meaningful ways

Black women are the means for reaching and connecting good health care practices with the Black community

Who is the Black female healthcare customer?

7

She is culturally distinctive

Culture plays an important role in how Black women perceive themselves, approach treatment for and live with particular diseases

8

She is more likely than mainstream women to:

• Be a single mom, and a young grandmother

•  Embrace her curves – often to a fault

•  Search the internet for information about health and medicine

• Believe that, as a Black woman, she has more stress

9

She is also more likely than mainstream women to:

• Believe that doctors, herbs and Jesus can cure her ills

• Not exercise as much as she would like because she does not want to ruin her hairstyle

• Feel that advertisers need to do a better job understanding her (86%)*

10

?

* Lattimer Communications, 2009

She has health challenges •  Heart disease remains the

greatest killer

•  80% are overweight or obese

•  1.5 x rate of hypertension, 1.7 x stroke rate with higher rates of disability

•  Twice as likely to be diagnosed with stomach cancer

•  One out of every four Black women over 55 suffers from diabetes

•  10% less likely to be diagnosed with breast cancer, but 34% more likely to die from breast cancer

11 BlackWomen’s HealthImperative.com Office of Minority Health, 2009 11

Some barriers to her good health: Food Deserts and the Proliferation of Fast Food Establishments

12

8 Blocks in Chicago

12

Despite challenges, her health is improving

•  Black women's’ health has improved over the last thirty years

•  Life expectancy has increased from 68 to 74 years

•  Regular medical care, exercise, a healthy diet, timely screeners, increased access to resources, contribute to improved health

13 13 BlackWomen’s HealthImperative.com

Black women have never been as different and segmented as they are today

14

Black is Better Mean Age: 42

More likely to respond

Stretched Black Straddlers Mean Age: 27

More likely to respond and take action

Faith Fulfills Mean Age: 48

Less likely to respond

New Middle Class Mean Age: 36

More likely to visit a website

blackamericastudy.com 2008

•  After seeing DTC advertising:

Women who are engaged healthcare consumers…

15 15 Office of Minority Healthy Edelman, Health Barometer, 2009

Health Involved

80%

Health Informed

33%

Health Engaged

39%

Health Info-ential 22%

…. lead the Black Community to better health care practices

Case Study Lluminari’s Each One, Teach One

Purpose:

•  Educate Black community about health conditions that disproportionately afflict Black Americans

•  Empower community and workplace health leaders to become Health Champions

Methodology:

•  Distributed Each One, Teach One “tool kits”

Outcome:

•  Reached 2,000 Black women nationally

•  Increased learning from 20% to 40%

16

Leading the Black Community to better health

•  Tom Joyner Morning Show: “Take a Loved one to the Doctor”

•  Black Women’s Health Imperative

•  Denise Roberts Breast Cancer Foundation

•  State Farm’s 50 Million Pound Challenge

•  Center for Black Women’s Wellness

•  BlackDoctor.org (Information Resource)

17

Connect with her •  Do your research

–  Who you are really talking to?

•  Be sensitive to how she is portrayed –  Be personal, share stories

–  Realize the power of girlfriends and family over celebrity culture

•  Inform in real time

•  Join conversation both online and offline

•  Engage in prevention, chronic health problems and access to care

•  Remember, cultural tokenism is not cultural relevance

18

Thank You!

Dr. Janet E. Taylor Expert Be Well.com

[email protected]

BLOG: http://www.bewell.com/Experts/Janet-E-Taylor

Twitter: drjanet@@twitter.com

WATCH DR. JANET ON:

19

Pepper Miller President The Hunter-Miller Group, Inc.

6745 S. Wabash Avenue, Suite 2

Chicago, IL 60637-3922

P: (773)602-1620

F: (773)483-9101

[email protected]

www.huntermillergroup.com

BLOG: www.adage.com/bigtent

Twitter: [email protected]