MERCADEO Versión en español
Sensis launches a division specialized in health marketing
Manuela Walfenzao| 6 de enero de 2016
The agency Sensis launched SensisHealth, a new area that specializes in marketing of healthcare. Its mission is to collaborate with providers, investors and pharmaceutical companies that wish to improve their communication with a diverse population of patients and health caregivers. “The health care industry is quickly adapting to disruption created by technology, policy, and changing consumer behavior. Yet most are failing to adapt to rapidly changing demographics and the important role of culture in communicating and delivering health care services” said Sensis Founder and President, José Villa. “We are launching SensisHealth to help providers, payers and pharmaceutical companies create cross-cultural advertising, communications and digital experiences that eliminate health disparities and get patients to act.”Many of the marketing strategies, communications, websites and applications for diverse patients are translations that ignore cultural relevance and experiences with the healthcare system, level of literacy and other non-clinical factors that influence the sector. These communications are aimed at diverse racial groups and have a big impact on their treatments. “Our cross-cultural approach and strategy lets the needs of each target population inform the messaging to all” said VP Beatriz Mallory, who leads the new SensisHealth practice. “We start by taking ethnic insights to develop marketing that effectively crosses over among ethnic audiences; thereby avoiding after the fact adjustments of general market work, to address cultural nuances.”
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