Missing the mark in marketing healthcare services to emergent populations: Why we go wrong and how we might do better

Journal article

Gans, R. 2020. Missing the mark in marketing healthcare services to emergent populations: Why we go wrong and how we might do better. International Journal of Healthcare Management. https://doi.org/10.1080/20479700.2020.1763234
AuthorsGans, R.

Whether because of economic conditions, war, genocide or other reasons, many people are relocating from their under-developed (or under-duress) countries of origin to urban and suburban areas in more peaceful and affluent countries. The close geographic juxtaposition of these newly emerging populations alongside established native populations can lead to significant disparities in the promotion and delivery of healthcare services. An example of this, Hispanic populations are growing rapidly in and around affluent communities across the United States of America. This article explores how under-representation, cultural dissonance, stereotyping, and stereotype threat may be interacting to influence both the content and the effects of health promotion strategies aimed at these newly emerging markets. It concludes with suggestions that may lead to better-targeted marketing strategies that are more equitable as well as more effective for reaching emerging markets in a range of national contexts.

KeywordsHispanic Americans; Healthcare marketing; Healthcare disparities; Cultural competence; Dunning-Kruger Effect; Stereotype threat; Health promotion; Hofstede’s dimensions of national culture
JournalInternational Journal of Healthcare Management
PublisherTaylor & Francis
Digital Object Identifier (DOI)https://doi.org/10.1080/20479700.2020.1763234
Official URLhttps://doi.org/10.1080/20479700.2020.1763234
Publication dates
Online13 May 2020
Publication process dates
Accepted17 Apr 2020
Deposited30 Sep 2020
Output statusPublished
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