Beatriz Mallory

Articles by Beatriz All articles by Beatriz

• How Marketers Can Combat Disparities Of Healthcare Algorithms in Marketing Insider on 12/04/2019
  

  A widely used AI algorithm has steered black patients away from higher-quality care.

• Marketing in Health Systems: Asset, Not Expense in Marketing Insider on 09/23/2019
  

  Let's consider two extremes on the spectrum of valuing marketing: Amazon, a colossus swimming in revenue --- and hospitals, inundated with costs.

• Adding Drug Costs To TV Ads: Not So Simple in Marketing Daily on 06/30/2019
  

  The 60-day deadline for pharma marketers to begin showing costs in TV ads generated a frenzy in the drug marketing world.

• Lessons On Delivery From New Healthcare Marketers in Marketing Insider on 09/26/2018
  

  Trailblazing companies are providing solutions for healthcare consumers with simple-to-use mobile apps.

• Addressing Stigma In Hispanic Mental Health Communications in Marketing Insider on 04/19/2018
  

  There are few challenges more vexing in health care marketing than the therapeutic areas of behavioral and mental health. Some would argue that chief among them is the social stigma associated with mental health - the cultural imperative to keep a patient and their problems under wraps, both literally and figuratively.

• Doctors Treating Hispanic Patients Need More Help From Medical Device Manufacturers in Marketing Insider on 04/12/2018
  

  The scenes of children and adults hearing for the first time seem like something out of a telenovela. Hispanic parents wistfully imagine the moment of activation for their own deaf child. It seems like a miracle that their child can finally be "normal."

• Can Hispanic Healthcare Marketing Save $4 Billion? in Marketing Insider on 04/06/2018
  

  Not quite. But it can help reduce hospital readmissions.

• Improving Hispanic Patient Outcomes Via Consistent Messaging in Marketing Insider on 03/16/2018
  

  The brand team for Genentech's Nutropin injectable human growth hormone was mystified. One-third of all prescriptions was for Hispanic children but non-Hispanic children had better, more consistent outcomes.

• Hispanic Healthcare Marketing In The Age Of Trump  in Marketing Insider on 10/10/2017
  

  We weren't prepared for tears in this routine focus group, testing a television campaign for a health care system. Seven Spanish-speaking Los Angeles residents were just introducing themselves, when one broke down crying. She shared being undocumented after 24 years in the U.S. The others in the group squirmed uncomfortably. The moderator moved to the next participant, but the uneasiness lingered. .

• The Power And Peril Of 'Patient Zero,' The Brand  in Marketing: Health on 11/02/2016
  

  Last week, an object lesson in health care marketing and branding nearly escaped notice outside of HIV/AIDS circles.

Comments by Beatriz All comments by Beatriz

• Hispanics Overlooked In Marketing Of Rare-disease Treatments by Beatriz Mallory (Marketing Insider on 05/17/2018)
  

  It's so nice to hear from you, Frank. Thank you for your thoughts, but I'm afraid it's more complex than discrimination. It's more like negligence, more influenced by perceived cost. Often, to determine whether to even do translations, consumer marketers in the pharma industry, and to some degree payers, look at the following: Prevalence - the percentage of people with the disease are Hispanic - something that is generally unknown The actual count of people with the disease, which is also usually unknown even with diseases where there are disease registries But we must keep advocating in every way to support these families. As an example, some of us try to communicate is that the cost of NOT translating even basic drug information can be much higher if there are adverse events and they are sued because the patient didn't understand instructions.

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