UNTAPPED AUDIENCES: REACHING BLACK AMERICANS
COVID-19 has placed a spotlight on healthcare disparities, and is hitting historically under-resourced communities disproportionately hard — in particular, people who identify as BIPOC (Black, indigenous, and people of color) in the United States. Conditions prevalent in these communities increase their risk of contracting the disease and limit their ability to receive treatment and to recover.
Life-sciences brands can act to get resources, treatment, information, and education to these communities. Reaching out appropriately to untapped audiences offers brands enormous potential to make a difference. And using marketing technology adeptly, and backed by the right strategy, makes it possible to improve a brand’s delivery of tailored experiences.
Our recent Intouch POV by Senior RM Strategist Chanel Hemphill discusses marketing to the Black community specifically. Future POVs are focusing on other untapped audiences, which include, but are not limited to, Latinx, LGBTQ, and indigenous communities. Learn:
- Exactly how dramatic the social determinants of health are that affect the Black community in the U.S.
- Why this matters so much for individuals specifically, for public health generally, and for healthcare brands and marketers.
- Five specific tactics for improving your brand efforts to this end.
It’s important to remember that an untapped audience is not a new one — just a previously underserved and under-considered one. Helping patients, no matter their walk of life, and stepping up to reach and serve historically underserved populations is the right thing to do. It may take a shift of thinking, but there’s no downside ahead.