Missing the mark in marketing healthcare services to emergent populations: Why we go wrong and how we might do better

ABSTRACT

Whether because of economic conditions, war, genocide or other reasons, many people are relocating from their under-developed (or under-duress) countries of origin to urban and suburban areas in more peaceful and affluent countries. The close geographic juxtaposition of these newly emerging populations alongside established native populations can lead to significant disparities in the promotion and delivery of healthcare services. An example of this, Hispanic populations are growing rapidly in and around affluent communities across the United States of America. This article explores how under-representation, cultural dissonance, stereotyping, and stereotype threat may be interacting to influence both the content and the effects of health promotion strategies aimed at these newly emerging markets. It concludes with suggestions that may lead to better-targeted marketing strategies that are more equitable as well as more effective for reaching emerging markets in a range of national contexts.

KEYWORDS:

• Hispanic Americans
• healthcare marketing
• healthcare disparities
• cultural competence
• Dunning-Kruger Effect
• stereotype threat
• health promotion
• Hofstede’s dimensions of national culture

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Hispanic peoples in the United States, although from more than 20 Latin American countries of origin, are heavily represented by Mexican culture, with Mexicans comprising nearly two-thirds of all U.S. Hispanics [9].

Additional information

Notes on contributors

Roger Gans

Roger Gans, Ph.D., is an Assistant Professor of Advertising at the University of Texas at Arlington. With more than 30 years experience as a copywriter, creative director and communication consultant, he has provided marketing communication services to dozens healthcare organizations.