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Some health systems participate in gay pride parades and place ads in LGBT publications and business directories, though they're not necessarily including explicitly LGBT people in ads to the general market.
But experts say healthcare marketers need to pay more attention to the LGBT market, which has significant purchasing power. They say there are cost-effective ways to reach out to that market, including the use of marketing materials that include LGBT people along with other diverse groups.
MH Takeaways The healthcare industry has lagged behind other industries in targeting the LGBT market, but that is likely to change as the broader society expects companies to present ads that show demographic diversity.
Connecting with LGBT communities is important for gaining the business of their members, but it's also important for healthcare organizations that want to reach millennials in general, Witeck said.
A survey by advertising firm J. He acknowledged that LGBT-inclusive advertising has the potential to alienate some segments of the public based on religious or political views. But many advertisers say people with anti-LGBT views represent a shrinking portion of the total market. A few years ago, Aetna determined that it needed to expand its outreach to LGBT customers, whose purchasing power was increasing, said Carrah Kalat, marketing vice president for Aetna's commercial and specialty businesses.
Aetna, which like other insurers recognizes the increasingly retail-based nature of the insurance business, has run a number of print ads in LGBT publications promoting LGBT-friendly health plans with pictures of gay, lesbian and transgender couples and families.
The video gradually reveals that the two people are talking about their same-sex partners, not each other. The insurer also has made an effort to be transparent about its clinical and coverage policies regarding LGBT-related procedures, including gender reassignment surgery.
Outside of healthcare, several well-known companies in retail, food and travel have taken the lead in using LGBT narratives in their ads and social media marketing.
One recent example is Campbell Soup Co. In addition, there are print and billboard ads featuring gay couples by MillerCoors, Target Corp. The lack of focus on LGBT communities in healthcare marketing and advertising doesn't mean healthcare executives aren't interested in being more inclusive, said Don Stanziano, vice president of marketing and communications for San Diego-based Scripps Health.
Rather, it's that most healthcare organizations, particularly hospitals, spend relatively little on direct-to-consumer marketing and have to aim wide. When you have those niche markets, you do it in a targeted way. Smart marketing executives, Stanziano said, implement a targeted strategy by ensuring that a number of ethnicities and races are represented in ads.
They leave some narrative elements ambiguous, such as sexual orientation or the nature of a relationship. Some advertisers have featured two men or two women who could potentially be a couple.
But Richard Waters, an associate professor of strategic communication at the University of San Francisco, said most advertising more recently has shifted to a more explicit portrayal of gay people. The goal is to signal the advertiser's clear support for LGBT communities.
Healthcare is more personal than consumer products and specialized healthcare services can meet the specific needs of LGBT people.
Instead, such ads feature gay and lesbian couples as part of a diverse group of people. An earlier Kaiser ad encouraging patients to get regular mammograms showed photos of a diverse family, including interracial couples and a same-sex couple with their baby.
Kaiser Permanente "Grow Old With Me" from vanessa witter on Vimeo Kaiser's strategy of inclusive marketing can be a cost-effective way to appeal to diverse consumers in terms of race, ethnicity and sexual orientation, said LGBT marketing consultant Jenn Grace.
To boost Obamacare enrollment, the Illinois insurance exchange, GetCovered Illinois, ran a TV ad in January featuring a married gay couple from Chicago who signed up for insurance on the exchange. The campaign featured several examples of friends, co-workers and loved ones who support one another and remind each other to see a primary-care physician.
Supreme Court's recent decision in favor of same-sex marriage rights will have long-term, practical effects on how Americans live and how businesses operate, and already is prodding companies to be more inclusive. He expects the healthcare industry to catch up to other industries in marketing to LGBT communities.As more advertisers target gay and lesbian consumers, established players in the space—Netherlands-based Out Now Consulting, SPI Marketing, Boutique Marketing, MWW and The Karpel Group among.
The Risky Business Of Courting LGBT Customers LGBT marketing is a less divisive issue than some believe. Various opinion polls suggest that most customers have accepted the marketing .
Marketing to gay and lesbian consumers More companies court a population that votes with its pocketbook Research confirms that honest portrayals of gays and lesbians in advertising are the most effective way to address this audience.
The lesbian, gay, bisexual and transgender or LGBT community forms a sizeable chunk of the national populace. It is necessary to treat the community as a specific market segment. The report concludes with a chapter on marketing approaches to gay and lesbian consumers that includes an analysis of the impact of gay-friendly corporate policies and gay-themed advertising on the purchasing decisions of gay and lesbian consumers.
Tips and Techniques for Successfully Marketing to the LGBT Community. Without those two core foundational principles, you won’t make it. Period.
LGBT consumers are ultra aware of what a company is or is not doing for the their LGBT employees or the LGBT community at large. If you are reading this blog chances are you either own a.