Wvu Marketing Communications Today

In this episode, longtime multicultural healthcare marketer Beatriz Mallory shares with us the challenges and opportunities in her field. Any healthcare marketer — hospital systems, insurance companies or pharmaceuticals — that is not actively serving Hispanic audiences is missing a business opportunity the size of New York State, she says. But it’s a tough marketing challenge, which requires a maniacal focus on data, and a sophisticated mix of communications with goals way beyond awareness and trust, all the way to active engagement. Join us to hear her stories of successful strategies that drove results. Special bonus: The story behind Bea’s new foundation, HEARD Kids, helping low-income “rare families” who have a child suffering from a rare disease to connect with researchers and advocates. Beatriz shares these three takeaways: “Multicultural” involves nuances beyond just race, ethnicity and language, to include education level and heritage. In areas of the world like California, where minorities are the