Gartner Research

Consumer Insight: Healing Is Believing

Published: 15 May 2018

ID: G00370074

Analyst(s): Iconoculture Research Team

Summary

Close the multicultural-consumer healthcare gap with culturally contingent marketing. Marketers need to offer compassionate validation of the historical significance of multicultural beliefs, biases and behaviors, and ground communication in messages that acknowledge unique multicultural contexts.

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