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 highlights three key areas of multicultural marketing:

• “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
Founder, Executive Director of HEARD Kids

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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Meet the Hosts

Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.

Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.

Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.

Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

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