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Pharma online: not just black and white: industry has room to grow in online multicultural marketing.

Publication: Pharmaceutical Executive
Publication Date: 01-OCT-06 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Pharma online: not just black and white: industry has room to grow in online multicultural marketing.(Alternative Media)

Article Excerpt
MULTICULTURAL MARKETING represents a huge opportunity for pharma companies to go after a largely untapped audience. African-American and Hispanic spending power in 2005 was an estimated $761 billion and $736 billion, respectively, according to the Selig Center of Economic Growth. And it's only going to increase.

Despite their buying power, pharma companies are under-investing in promoting to African Americans, Hispanics, and Asians--a void that is only further magnified when applied to the online world.

Many believe that minorities are not Internet users. But that's simply not true. Nielsen Net Ratings reports that there are 7 million African-American, 6.5 million Hispanic, and 3.1 million Asian users. While most pharma companies fail to grasp these growing statistics, a few are at least attempting to create online campaigns focused on these audiences. This column takes a hard look at those efforts, and offers advice for increased effectiveness.

Targeting Parent and Child

For its pediatric asthma treatment, Pulmicort Respules...

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