Multicultural has gone mainstream.
The Multicultural Edge: Rising Super Consumers, a report released by Nielsen in March 2015, published unprecedented findings on multicultural consumers’ population growth, buying power and culture sustainability.
Multicultural people now make up 38 percent of the population of the U.S., and their buying power has increased 415 percent from 1990, reaching $3.4 trillion in 2014. And, because this population is expected to soon outnumber non-Hispanic whites, their buying power can only increase.
“Multicultural shoppers may be the key to the future,” wrote the authors of the report.
Make sure that your pharmacy appeals to all shoppers—now and going forward. Here are some tips to help you make your pharmacy welcoming to multicultural patients.
1. Know your market
Demographics vary in every community. Don’t rely on stereotypes—get to know the characteristics and nuances of the people around you. Different cultural groups hold different values, and understanding these different groups can help you connect with your patients and market your pharmacy.
If you have multilingual patients in your community, try to learn a few words of their language. They’ll appreciate—and remember—when you say “hello” in their native tongue.
2. Translate your materials
Consider translating your brochures and signage into another language that’s commonly used in your community. Spanish is often a popular choice, but many communities could benefit from materials in other languages, too. Talk to your patients or even local physicians to determine what could be the most beneficial.
3. Review your products
Make sure you carry products designed for all patients in your front end. Put yourself in your patients’ shoes and think about what they’re looking for so they don’t have to leave your pharmacy to find it. For example, if you stock beauty products, offer products that work for all skin tones.
4. Partner with cultural organizations
Connect with local cultural organizations to build word-of-mouth about your pharmacy. Volunteer to provide a flu shot clinic in their offices, or set up booths at events of festivals they host. Doing so can help introduce you to a different part of your community, and introduce your pharmacy to a multicultural audience.
5. Utilize your staff
When possible, employ multicultural or multilingual staff members. Multicultural staff members can help make your pharmacy more welcoming to multicultural patients, especially if they speak their native language.
Don’t forget to ask for your multicultural staff members’ input on your pharmacy’s marketing materials, signs and appearance. They can point out anything that might come across as culturally insensitive, or maybe just confusing.
6. Offer diversity training
Educate your staff on how to make multicultural patients feel welcome and comfortable in your pharmacy. Talk about the values and norms of different culture groups, and behaviors that should be avoided. Consider having a set of policies in place in your pharmacy to avoid offending patients. This can help your pharmacy become a more inclusive environment, and even potentially prevent lawsuits.
As you work to appeal to multicultural patients, remember that the keys are having an open mind, understanding who you’re serving and staying culturally sensitive.
