Monday, July 24, 2006 Leading Pharmaceutical Companies Target Multicultural Doctors A paper recently published by Best Practices, LLC, a leading consulting firm, takes a look at how leading pharmaceutical companies market their drugs in the USA to physicians that serve minority cultural groups, such as African Americans, Asian Americans and Hispanic Americans. The paper finds that the companies that participated in the study (which include Eli Lilly, Pfizer, Aventis and Roche) recognize that marketing to multicultural physicians is a growing area of importance. Currently, many pharmaceutical companies are building or enhancing their programs to respond to this need. One of the findings is that the leading companies provide language-specific and culture-specific educational and marketing resources for doctors to share with ethnic patients. Substantial evidence was found that ethnic populations are frequently underserved by the U.S. healthcare system. A frequently cited Institute of Medicine (IOM) report commissioned by Congress revealed that ethnic and racial minorities frequently receive second-class care. The IOM blamed language barriers and provider bias in part for the gap, identifying inadequate cultural competency among physicians and insufficient patient education as major factors. 4:18:53 PM    comment [] © Copyright 2007 Global Translations.

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