Creating Best Practices for Healthcare Ads Among Diverse Audiences
Challenge
A non-profit healthcare system desired to inform the direction of future creative and content messaging by developing a set of best practices for multicultural advertising for healthcare consumers.
Their goal was to increase fluency with key audiences (Black, Hispanic/Latine, and South Asian Texans) to maintain engagement with their patients and attract those using competitor providers.
Approach
This ongoing study is conducted over two phases.
- A one-week online marketing community, recruiting consumers from each of the key audiences for multi-day engagement on topics tailored to each audience: perceptions of diverse/inclusive advertising; image evaluation; service expectations and messaging, and general inclusive healthcare ideation.
- Online focus groups (audience specific) to create new messaging that would profoundly resonate with multicultural consumers.
Outcome
- The client leveraged a multi-media client-focused report, with messaging insights to aid current campaign effectiveness, and best-practice recommendations to enhance multicultural engagement and messaging/delivery of service offerings.
- The client recognizes that service delivery must meet expectancies created by advertising messaging for each critical audience.