Building a Case for a Cultural Connection...Building a Case for a Cultural Connection 1 . 2 Roadmap...
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Building a Case for a Cultural Connection 1
Transcript of Building a Case for a Cultural Connection...Building a Case for a Cultural Connection 1 . 2 Roadmap...
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Building a Case for a Cultural Connection
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Roadmap
Challenge Message Delivery Opportunities
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Opportunity One
It’s a big group!
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Top 5 City in the US by population
1. New York
2. Los Angeles
3. Chicago
4. Houston
5. Philadelphia
HBV Carriers: 2 million
Asian American
HBV Carriers:
1million
Hepatitis B
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High Cholesterol: 4.1 million
High Blood Pressure: 3.4 million
Diabetes: 1.7 million
Heart Disease: 1.2 million
Source: National Cholesterol Education Panel, Asian American Health Initiative 2008, Centers for Disease Control and Prevention,
American College of Cardiology annual meeting 2013, The Office of Minority Health, Asian American Health Initiative 2008, Centers
for Disease Control and Prevention, Asian American Health Initiative 2008
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Opportunity Two
Highly Prioritize Healthcare
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“Healthcare”, together with “economy in
general” and “employment”, are the top
three topics that Asian Americans cares
about the most.
Source: National Asian American Survey 2012 by US government
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Opportunity Three
High Brand-conscious
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• For drugs, Asian Americans are 23% more
likely to favor brand names
Source: Nielsen 2013
• Asian American are brand- conscious and
willing to spend more on a brand they trust
• Asian Americans 16% more likely to say
brands are the best indicator of quality
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Challenge
It’s a highly diversified group!
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Chinese
23%
Asian Indian
19%
Filipino
17%
Vietnamese,
11%
Korean
10%
Japanese
5%
Other Asian, 15%
X 1st Generation
1.5 Generation
2nd Generation
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Develop Message
Speak in-language
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3 in 4 speak a language other than English
1 in3 do not speak English very well
A majority prefer in-language doctors
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Develop Message
Connect in-Culture
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Characteristics
Culture of origins
Family-oriented High education Brand-conscious Trend-setter
Technology Food Travel
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Develop Message
X
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Start
from
culture
Most
important
cultural
holiday –
Lunar New
Year
What do they
do for LNY:
Reunion
Eat & drink
Make a plan
Red envelope
…
How are
these
relevant to
HBV?
Authentic
in-language
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The Development
3 1 2 4 5
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Delivery
Traditional media still works
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80% consume traditional ethnic media with TV
and print having the highest penetration
Various Asian-
centric Areas
409 Asian Print
Media 140 Asian Radio
Stations
136 Asian TV
Stations
Source: Nielsen 2013
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Print
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TV Mobile
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Radio
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OOH
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OOH
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Specialized Media
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Specialized Media
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Specialized Media
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Delivery
Digital is the next big thing
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Delivery
Experiential leads to
Engagement
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Events
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Events
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Events
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Summary
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Speak in-
language and
connect in-
culture
A big group that
prioritizes
healthcare and
has high brand-
conscious
The right mix of
traditional media,
digital media and
experiential
marketing
A diversified group
with each
segment having its
own language,
culture, lifestyle,
habits, etc.
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Thank you!
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