Notes

Slide Show

Outline

1	Relating Ethnicity and Culture to Healthcare Marketing August 8, 2003
2	Pamela L. Schneider Senior VP, Client Services Director Rick Johnson & Company, Inc.
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19	But It’s More than Just Spanish…
20	It’s About Reaching Them with Relevance It’s necessary to connect with target consumers Emotionally Rationally Intellectually Culturally To connect in these ways, you must know about their level of acculturation
21	Acculturation, Not Assimilation Assimilation: A group leaves culture and customs behind and adopts culture and customs of another group Acculturation: A group adopts or borrows customs and traits from another culture
22	Acculturation is Defined as… “Change resulting from contact between cultures” “The process by which people adopt or borrow customs and traits from another culture” “A merging of cultures as a result of prolonged contact” “Mutual influence of different cultures in close contact”
23	Key Indicators of Acculturation Language Values
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26	Acculturation Nationally Among Hispanic Adults 18+
27	Albuquerque is Highly Acculturated Market Top 3 Most Acculturated Markets in U.S.: San Antonio Albuquerque San Francisco
28	Acculturation Among HA 18+ - Albuquerque
29	Factors Influencing Acculturation Employment Length of Residency in U.S. Language Use/Preference (home and work) Birthplace of Parents Education Generation U.S. Born (1^st, 2^nd, 3^rd, etc) Media Preferences (Spanish or English) Values and Attitudes
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31	Ethnicity is defined as: rel: of, relating to, or originating from the traits shared by members of a group as a product of their common heredity and cultural tradition(s)
32	Culture is defined as syn: breeding, cultivation, polish, refinement rel: development, education, learning; enlightenment; refinement, breeding, erudition, manners, class
33	Culture-Sensitive Healthcare: Hispanic
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57	American Indian Native American
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