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The Scoop – Cinco de Mayo Hispanic Marketing Focus | Marketing to Women | FDA App Approval May 5, 2015

Filed under: Corporate — CMI/Compas @ 3:55 pm

In honor of Cinco de Mayo, here’s a glance at the importance of marketing to the Hispanic community – cancer, heart disease, diabetes, Alzheimer’s, and liver disease are all highly prevalent among Hispanics, as well as HIV/AIDS, asthma and obesity – all according to the CDC. Advertising Age looks at the companies that are doing it right, and Google offers tips in how to engage this group, including giving them the choice of language with an emphasis on cultural understanding, and being where they are. Good tips for engaging any demographic, actually.

A new study focusing on healthcare and women concludes that our industry is failing women, who control the majority of health decisions but aren’t getting knowledge they need or trust. The executive summary, in which women are called their families’ Chief Medical Officer, explains: “healthcare companies must revise their marketing analyses to focus on the combination of career and family responsibilities that differentiate women as CMOs. Life-stage analyses fail to capture what these women’s needs are, let alone how to meet them. By looking at women’s varying life situations, we surface three profound famines: time, knowledge, and trust.”

Mobile medical apps are in a grey zone regarding whether FDA should be approving them – guidance from a few years ago noted that it should be approved essentially only if it is diagnostic or meant for physicians, but those lines aren’t so easy to draw. PharmExec reports that apps that link to health records or offer medication reminders are among those that fall in the grey zone.

IMS reports that global cancer drug spending reached $100 billion in 2014. This is 10.8% of all drug spending.

I lurve a good set of stats – here’s some recent data on YouTube, thanks to VP Social Justin Freid. Get out there and update your slides!

– Carly Kuper, VP, Strategic Marketing & Corporate Communications

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