All Marketing is Multicultural Marketing

In this episode, longtime multicultural healthcare marketer Beatriz Mallory shares with us the challenges and opportunities in her field. Any healthcare marketer — hospital systems, insurance companies or pharmaceuticals — that is not actively serving Hispanic audiences is missing a business opportunity the size of New York State, she says. But it’s a tough marketing challenge, which requires a maniacal focus on data, and a sophisticated mix of communications with goals way beyond awareness and trust, all the way to active engagement. Join us to hear her stories of successful strategies that drove results. Special bonus: The story behind Bea’s new foundation, HEARD Kids, helping low-income “rare families” who have a child suffering from a rare disease to connect with researchers and advocates. Beatriz shares these three takeaways:

• “Multicultural” involves nuances beyond just race, ethnicity and language, to include education level and heritage.
• In areas of the world like California, where minorities are the majority, all marketing is multicultural.
• Advice to students looking to enter the field: Don’t shy away from courses in statistics and analytics.

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About our Guest:

Beatriz Mallory founded and leads HEARD kids (Health Equity for Children with Rare Diseases), a nonprofit organization connecting low-income rare families to foundations, researchers, and advocates for their child’s disease – and to each other. HEARD kids secures disease education, social and financial support to Hispanic, Black, Native American, and rural families living with rare diseases, in the language and cultural context they need.

Prior to launching HEARD Kids, Beatriz founded and led HispanAmérica Health, building marketing, advertising, and communications strategy anchored in health equity and cultural competence. She is experienced in engagement strategies for all audiences and communities for hospitals and health systems, health insurers, pharma companies, nonprofits, and disease advocacy organizations.

Her recent roles prior to HispanAmérica Health include leading digital agency Sensis Health, Interim VP of Marketing for Martin Luther King Jr. Community Hospital in Los Angeles, Director of Multicultural Strategy for Johnson & Johnson Healthcare Systems, Inc., and ownership of ad agency HispanAmérica LLC in partnership with DDB Worldwide.

She’s a frequent speaker and published author, and passionate national advocate for low-income and underserved rare kids.

Beatriz is a graduate of Cornell University’s College of Engineering. She is Hispanic and African American in heritage, multilingual, and traveled the globe. She’s proud of her recent service on the boards of Easterseals of Southern CA, Alzheimer’s Los Angeles, Alzheimer’s Assoc. Greater PA, and National Hispanic Health Foundation. Her ultimate vision is an equitable healthcare ecosystem that will empower every person to live their healthiest life.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.