Global Advertising Strategies and Prime Access Publish "Cross-Cultural Competency in U.S. Health Care."

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New White Paper Highlights Under-Recognized Issues, Paths to Reaching One-Third of U.S. Health Care Consumers

"Attention to improving cross-cultural competency in health care is desperately needed, if we are to develop trust between doctor and patient, and affect real behavior change."

The changing face of the American population may well have determined the outcome of last month's Presidential election in the United States. It is also likely to be a game-changer in determining the success of sweeping health care reform, based on the insights in a timely new white paper, Cross-Cultural Competency in U.S. Health Care. Just issued by Prime Access and Global Advertising Strategies, long-time leaders in cross-cultural marketing, this thoughtful review suggests a roadmap on how to pursue culturally competent interaction collectively and individually among our diverse masses of patients.

Pollsters seem to agree that the cost of ignoring the growing plurality of multicultural Americans - fully one-third of our population who are Hispanic, African-American, and Asian-American, as well as the LGBT persons, and other diverse communities - is reflected in the loss of the Republican challenge in the national election.

One thing the election outcome ensured is the full implementation of the Affordable Care Act (ACA). The ACA will extend health coverage to an estimated 37 million new consumers, many of whom self-identify as Hispanic, African-American, and Asian-American. The diverse values and beliefs of these culturally distinct audiences will pose challenges. For this historic program to realize its full potential, providers, payers, and marketers will be held accountable for effective performance in delivery of healthcare - not just services, but outcomes. The Act also provides incentives for finding better ways of communicating with audiences often difficult to reach.

"Attention to improving cross-cultural competency in health care is desperately needed, if we are to develop trust between doctor and patient, and affect real behavior change. Our health professionals must become more cognizant and able to deal with the complex cultural factors that influence health care interactions among huge segments of our diverse population," says Lynn Mcvey, Acting CEO/President at Meadowlands Hospital Medical Center in Secaucus, NJ.

"The U.S. model that values patient self-advocacy in receiving optimal health care is not necessarily a fit with many cultures that prefer more family-focused, community-driven or authority-based decision-making," said Andy Bagnall, EVP of Client Services at Prime Access and Global. "Contemporary health care professionals need to be able to navigate the differing cultural barriers and drivers to facilitate effective dialogue with patients and caregivers."

Among the topics addressed in Cross-Cultural Competency in U.S. Health Care, are these:

  •     How to explore the particular social and cultural factors that can affect individual patients
  •     The special factors that are often overlooked in developing effective connectivity with women, the health caretakers of the family
  •     The constant low-grade stress that can affect the health of multicultural individuals
  •     Why communication around prevention is particularly relevant for multicultural audiences, where youth predominates
  •     The special health issues, both chronic and acute, of people of color and how their changing cultural assimilation can influence their approach to healthcare
  •     The lifelong influence of social class and education among people of color, even when these advance over the course of lifetime
  •     Why starting slowly and building staged outreach to diverse patient segments makes sense
  •     Proven models that have effectively prompted patient behavior change, at the micro level, and also successfully captured the attention of policymakers, from a macro perspective

To download a copy of "Cross-Cultural Competency in U.S. Health," please contact Alexandra Moncion at amoncion(at)global-ny(dot)com or visit

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