How Consumer Healthcare Product Marketers Can Better Engage with the Hispanic Community

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Description

Cross-Cultural Marketing is a way for consumer healthcare product marketers to authentically address large and growing population segments that have been historically under-served in the healthcare arena. Yet so often, the data needed to build insight-driven campaigns is lacking.

In this health equity-focused presentation, Amy Gómez and Kristin Tolbert of Klick Health will explain why Klick embarked on first-of-its-kind Hispanic health research that was published in the journal of Cultural Marketing Strategy, unpack key insights from their study, and share best practices of cross-cultural marketing that every marketer can implement to improve impact and outcomes in the Hispanic community.

Webinar Objectives

Attendees will gain a re-framed understanding of cross-cultural marketing as a strategic, insight-driven discipline.
Attendees will learn some of the best practices of cross-cultural marketing through real examples.
Attendees will achieve a richer understanding of Hispanic consumers.

Contributors

Amy Gómez

Amy, SVP, Diversity Strategy, is a cross-cultural marketing thought leader and a champion for health equity with over 20 years of experience helping Fortune 500 companies and leading not-for-profits communicate effectively with diverse consumers. Amy spearheads the creation of relevant and impactful communications for the segments driving growth in the U.S. today: Hispanic, Black, Asian and LGBTQ+, and develops global cross-cultural strategies that drive relevance across markets. She leads the Cross-Cultural Marketing capability (both Global and U.S.-focused) for Klick Health, the world’s largest independent commercialization partner for life sciences, and spearheads many of the company’s Diversity, Equity and Inclusion initiatives.
Kristin Tolbert

Kristin Tolbert, VP of Cross-Cultural Marketing, has worked at big shops and boutique agencies within various verticals creating forward thinking, culturally driven work for both targeted and total market initiatives. Her work, always grounded in equity, authenticity and altruism, creates space for brands to foster tangible change that builds lasting loyalty. At Klick, she works across the portfolio to unlock opportunities that can address health disparities and close gaps among underserved communities.