Inclusion Marketing in Pharma: Six Persona Attributes You Need to Focus On

Inclusion—or inclusive—marketing aims to connect with underrepresented groups by including the characteristics, traditions, perspectives, and values of members in those groups within campaigns. Brands in multiple industries have shifted to an inclusion marketing approach. And as more pharmaceutical brands adopt diversity and inclusion programs, inclusion marketing has been on the rise.

Customers want to see themselves reflected in marketing campaigns. And inclusion marketing enables pharma brands to address that need across diverse populations. Brands can be seen as more relatable, more “real”, when they include traditionally excluded representation in advertising and other touchpoints.

Now, inclusion marketing isn’t simply about representing diversity—though practitioners embrace diversity throughout their campaigns. Being inclusive is a more nuanced approach that connects on a personal level.

So how do you become more inclusive in your pharma marketing practices?

How to Create More Inclusion in Your Pharma Marketing

It starts with building personas that go deeper than typical defining characteristics such as gender, race, age, and so on. Personas should also consider personal experiences, preferences, and emotions.

Experiences

Experiences shape the way we view the world. They are personal even when shared with others, such as participating in a New Year’s Eve celebration. Accounting for a person’s experiences dealing with health concerns can help build trust and relatability for pharma brands. For example, individual patients may respond to a physician’s common diagnosis in various ways. So campaigns promoting a drug that treats that diagnosed condition should incorporate various depictions of a patient experience to connect with a wider number of patients.

Preferences

Most consumers want brands to understand how they view the world, how they prefer to engage, when they want to be marketed to, and what matters to them. Pharma brands must attempt to satisfy these preferences as they plan and execute campaigns. For instance, Google found that 70% of black millennials say they are more likely to buy from a brand that takes a stand on race-related issues. While infusing racial justice in your messaging may be tricky for healthcare brands, using visuals that depict positive social messages will connect with younger cohorts, establishing potential life-long brand approval.

Emotions

Marketers understand that using emotional triggers is key to effective messaging. Healthcare concerns can generate significant emotional response. Therefore, pharma brands have an opportunity to connect on an emotional level by empathizing with patients and showing the kinds of emotions people experience as they encounter and treat their conditions. While smiles and laughter are important for a positive impression of your product, showing anxiety, disappointment, or frustration can help connect with what customers are really going through.

Additional Inclusion Marketing Considerations

Aside from the common demographic characteristics, such as age, gender, income, and so on, consider the following characteristics as you develop your inclusive customer personas.

Culture

The definition of the word culture includes terms such as ‘customary beliefs’, ‘shared attitudes’, ‘values’, ‘conventions’, and ‘social practices.’ It’s important to account for cultural norms that exist in diverse consumer groups, organizations, institutions, and social circles. With today’s ad targeting capabilities, it should be easier to include cultural diversity as part of your marketing.

Language

Being inclusive around language requires understanding how diverse groups speak, not simply translation of your messaging. Take time to explore how populations talk within their peer groups. While regulation may restrict language regarding risk statements, side effects, and other requirements for certain ad type, there may be room for colloquialisms and local vernacular in your messaging. 

Fashion

Fashion is a preference that should be represented in campaigns. Though some general fashion trends may be adopted by diverse populations at one time or another, some groups prefer a particular style of clothing. Take the hijab, for example, worn by some female Islamic populations or the colorful dashikis and kitenges worn by African and other populations. Inclusion of fashion-related tastes can help connect with your audience.

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Article Written by: Alex Brown