Week 7

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Diversity and inclusion (D&I) of stakeholders are key initiatives in many healthcare entities. Developing competency and understanding of these key attributes of D&I is imperative for healthcare marketing communications professionals. Healthcare organizations serve a diverse population and many healthcare entities are entering global markets. This requires an astute understanding of key terms associated with diversity and stakeholder needs. Awareness through understanding your implicit or explicit biases can help to foster a thoughtful approach to meeting these stakeholder needs (Dreachslin, 2013).

Understanding global markets in the United States started with the proliferation of medical tourism. Eventually, healthcare entities began to expand into global markets building facilities and offering services. Developing a marketing strategy to reach these key audiences requires a robust understanding of these stakeholders in addition to the markets they reside in (Firestone, Rowe, Modi, & Sievers, 2017). Adjusting your approach to reach stakeholders in these markets requires an approach that differs from traditional marketing.

Careers in healthcare marketing communications continue to offer stable roles for those who have a background in this discipline. Although traditionally, healthcare organizations have been slow to adopt robust marketing communications approaches to reaching customers. The rise in consumerism has changed the approach that healthcare organizations are taking to reaching these audiences. This represents a major opportunity for healthcare marketers to grow this field and develop a marketing orientation within their companies.

References:

Dreachslin, J. L., Gilbert, M. J., & Malone, B. (2013). Diversity and cultural competence in health care: A systems approach. San Francisco, CA: Jossey-Bass.

Firestone, R., Rowe, C. J., Modi, S. N., & Sievers, D. (2017). The effectiveness of social marketing in global health: A systematic review.  Health Policy and Planning, 32(1), 110-124.

· Bureau of Labor Statistics. (2018, April 13). Occupational outlook handbook: Advertising, promotions, and marketing managers. Washington, DC...