Our children’s health and well-being is a universal concern. This concern is one that’s not just limited to our part of the world but shared by parents and Health Care Providers (HCPs) everywhere. In other parts of the world, language, culture and ethnicities vary from what we know as multicultural healthcare.
However, when it comes to children, the concerns remain the same.
We recently had the opportunity to engage in the competitive landscape of B2B infant formula with Health Care Providers in the MENA (Middle East-North Africa) region.
Cultural insights and knowledge were primary components as we sought to develop effective messages and clear, concise sales materials through different approaches than what we would have utilized in North America. Additionally, MENA includes seven (7) different countries, some with more strict guidelines than others.
While parents all over the world share a universal concern about their children’s health, it’s important to keep in mind the need to view this through the cultural lens of pediatricians and other physicians in these countries, as well as peace of mind on the parents’ behalf.
Some essential points we kept in mind as we developed a series of HCP sales materials in the MENA region included:
- Provide cultural and emotionally relevant educational messages and data for sales reps to communicate to HCPs
- Create a high level of interest for pediatricians to the emotional state of the parents, in addition to treating symptoms
- Produce sales materials that could be easily updated in different languages and printed in varying countries and languages (this includes 7 countries), as well as digitally utilized on tablets
- Introduce various formulations and products varying from wellness checks to specific sick visits
As the world emerges from this pandemic, how this dialogue continues will change altered. The delivery of messages will change from in-person to being more digitally communicated.
Cultural insights mean more than just language and an overview of people and their culture. It requires seeing the world through their eyes, hearts, and experiences through their cultural lens.