The smart health and wellness tech sectors were already on the rise before the onset of the COVID-19 pandemic in 2020. Since then, brands have seen a surge in purchases for products and services like telehealth and wearable monitoring devices. With demand increasing for digital-first health experiences, tech brands have the opportunity to engage more consumers than ever before. Below, we share several ways marketers can improve their advertising strategies to reach underserved multicultural consumers in the evolving healthcare landscape.
Multicultural Americans Are More Focused On Their Health Than the Average American
Intelligence Center’s Health and Wellness Tech Report found that although AAPI, Black and Hispanic demographics rate their health at higher levels than the general U.S. population, they also are more likely than the average American to be very concerned about their health. This is an essential piece of data for digital tech brands because it indicates potential market demand for continuous health monitoring through smart health tech devices and services.
The “Haves” and “Have Nots” of Smart Health Wellness Tech
Intelligence Center has identified that advertising new technologies designed to improve health has excluded some demographics in their messaging. Although multicultural audiences feel that digital tech products are a worthwhile investment and necessary to maintain weight and fitness at higher rates than the general U.S. population, there is a disparity regarding actual ownership.
For instance, the report’s data reveals that interest in owning smart health devices is strongest among the Black community, who are the least likely to own a smartwatch or fitness tracker. This presents an opportunity for brands to reinforce or positively influence perceptions of and interest in smart health tech. Improving familiarity with these offerings is necessary to close the gap between “Haves” and “Have Nots;” brands looking to accomplish this must understand whether multicultural Americans are likely to find their advertising relatable.
Inclusivity in the Smart Health Wellness Tech Sector is Necessary
According to Intelligence Center, only 52% of AAPI consumers, 47% of Black consumers and 51% of Hispanic consumers feel that smart health/wellness devices, apps and service brands understand people like them. Multicultural Americans want to purchase from brands that have them in mind and communicate how their offerings can be customized to each person’s needs, goals and circumstances.
However, bringing inclusivity to this market requires more than adding multicultural faces to advertisements and promotional materials. It’s about demonstrating a deep understanding of multicultural consumers’ traditions, cultural values, and nuances, which are far more complex than many realize. All digital tech brands have the potential to unlock deeper familiarity and personal connections through advertising that individual audiences can relate to.
My Code has spent years decoding the multicultural demographic and leveraging these insights into developing compelling advertising campaigns. Contact us today to find out how we can help make your smart health wellness tech’s marketing strategy more inclusive.