Summary
Many companies today are struggling with the proposition of a quickly changing cultural landscape in this country and throughout the world. In some industries, it's simply a matter of product sales. In the pharmaceutical industry, culturally competent communications can make the difference between success in clinical interventions or failure. Being culturally competent is not about noticing the color of skin or the language spoken; it is about respecting the differences in beliefs, preferences, traditions and values of groups of people whose cultural background is different. For so many Americans, multicultural marketing means translating customer materials into Spanish and adding people of color to the pictures. But that's not the picture of America that the healthcare system sees. Because it's a matter of beliefs and values, not color and language, achieving cultural competence in marketing is not simply a matter of substituting pictures and translating words, though language does come into play.
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Extract
Cultural Competence
Many companies today are struggling with the proposition of a quickly changing cultural landscape in this country and throughout the world. In some industries, it's simply a matter of product sales. In our industry, culturally competent communications can make the difference between success in clinical interventions or failure. In a marketplace where one in four physicians are trained overseas, more than half of the graduates of U.S. medical schools are women, the baby-boomer workforce soon will be retiring in droves, and new population statistics indicate radically shifting cultural proportions, we must pay attention. We must finally g...
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