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Anthony

The Future of DTC is… the Patient.

by Anthony on April 10, 2013

Last week’s DTC National Conference featured 20+panels sharing insights, tips, and best practices. The topics ranged from writing creative pharma copy (say, what?) to marketing challenges of maturing pharma brands. However, the overarching theme of the entire event continued to focus on the importance of patient engagement – on the fact that health care marketers [...]

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Re-thinking Health Care Marketing

by Anthony on November 20, 2012

The first DTC Multicultural Health National Conference took place last week in Orlando. The event’s theme – the importance of reaching and engaging with the U.S. cross-cultural audiences when planning health care marketing campaigns – could not have been timelier, given the results of the presidential election just two weeks ago.  President Obama’s victory was [...]

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Health Care Marketing in a Multicultural America

by Anthony on July 13, 2012

Cultural Breakdown: -African Americans: In general, African Americans have a historic mistrust of the medical system, and a lack of confidence in some health care providers driven by racial discrimination and poor patient-physician communication. -Hispanics: Strong family ties influence health care behavior of Hispanics. One study of Hispanic patients found that over 75% wanted their [...]

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