Xina Eiland

Every month, GW Health PR publishes insightful articles aimed at bridging the gaps in healthcare communications. This Month’s Feature: The Pitfalls of Multicultural Marketing: Why Cultural Nuances Matter The term "multicultural marketing" is often used as a catch-all phrase to describe efforts aimed at reaching diverse audiences. It’s a term that’s become synonymous with inclusivity, but it’s also one that can be dangerously oversimplified. The reality is that grouping communities into a single communication strategy overlooks the unique cultural nuances, values, and experiences of each group. To build authentic connections, marketers must move beyond the one-size-fits-all approach and dig deeper to understand the individual cultures they are engaging with. In this post, we’ll explore the pitfalls of oversimplified multicultural marketing and the benefits of a more culturally informed approach.   The Monolith Myth: Not All Communities Are the Same  When marketing campaigns attempt to engage “multicultural audiences,” they often fall into the trap of assuming that these diverse communities share the same experiences, preferences, and values. Terms like “people of color” or “minority groups” can create an illusion of unity, but they fail to account for the vast differences between cultures. The lived experiences of Black Americans are not the same as those of Latino, Asian, or Indigenous communities, and each group has its own history, language, traditions, and challenges that shape its perspectives.   For example, healthcare disparities within the Black community may stem from centuries of medical mistrust, while in the Latino community, language barriers and immigration status may play a larger role. These distinctions are critical because they influence how individuals receive, interpret, and act upon healthcare communications. By lumping these diverse groups into a single category, marketers risk alienating the very audiences they aim to reach. Please visit https://gwhealthpr.com to read more. Come back at the end of every month. 🚀#HealthcarePR #HealthEquity #CulturallyResonant #BlackCommunityHealth #PharmaCommunications #HealthForAll #GWHealthPR

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📢 Public health education is crucial in driving meaningful change and improving health outcomes. In my latest blog post for Raffetto Herman Strategic Communications, I dive into what makes a public health PR campaign truly effective. Hint: Three key components are 1) a multi-channel, multi-language approach, 2) strategic partnerships with trusted figures and organizations, and 3) patient-centric communication. 🌟 #publichealth #healthcarepr

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I just got back from moderating an all-star panel on public affairs communications at the 2024 PRWeek Healthcare Conference in NYC. Huge thanks to panelists Ray Carson of The ALS Association, Ryan Anderson of HCA Healthcare, and Jake Farmer of Walgreens. After working with these experts on impactful state legislative and amendment campaigns, I can confidently say they’re among the nation’s most savvy government relations leaders. It was great having such a wealth of knowledge and expertise on one stage! Here are 6 public affairs tips and takeaways from our discussion — all relevant whether you’re advocating in healthcare or another industry: 1️⃣ Know Your Lawmakers Tailor messaging strategies based on knowledge your lobby team gains from their deep connections in the state capital, combined with insights from your PR team. Research key lawmakers to understand how personal experiences may influence their decision-making, such as work history or unique perspectives like military service. 2️⃣ Offer Clear Solutions Lawmakers don’t want to act as problem solvers for every issue. Ensure messaging offers clear solutions and positions your organization as a partner, not just another special interest group. Demonstrate how you’ve implemented private sector solutions and highlight the need for statutory or regulatory changes to overcome remaining obstacles. 3️⃣ Go Local Share local insights, relationships, and constituent stories when communicating with lawmakers. Identify advocates in each member’s district who understand your top issues and can speak on your behalf. Local perspectives can tip the scales in your favor, often outweighing the influence of capital insiders. 4️⃣ Build Coalitions National advocacy groups on the fringes of the political spectrum are increasingly using state legislatures as a farm system. Counter these vocal fringe voices by investing more time and effort in recruiting trusted coalition partners. 5️⃣ Be the Early Bird Public affairs is a team sport. Assemble your team – including lobbyists, PR professionals, and lawyers – early in the planning process. Invite them to strategy meetings to foster collaboration. Don’t wait until legislative session to activate your PR outreach and grassroots advocacy efforts. 6️⃣ Trust Your PR Team! Engage a PR firm that specializes in public affairs and gets how the game is played. Lean on them to help define a clear narrative, develop messaging, and provide ‘air cover’ with consistent positive messaging to combat misinformation.

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Thanks for having me on your podcast, Dana Snyder. This case study proves the power of listening. Have a listen and let me know what you think: https://lnkd.in/eFHBbH6H

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"But NPR’s troubles extend far beyond concerns about its journalism. Internal documents reviewed by The Times and interviews with more than two dozen current and former public radio executives show how profoundly the nonprofit is struggling to succeed in the fast-changing media industry. It is grappling with a declining audience and falling revenue — and internal conflict about how to fix it." This article sheds good light on the disruption facing the media industry. #Media #Communications #PR

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The work our Democracy team does in partnership with National Task Force on Election Crises could not be more important. Every vote will be counted. Learn more about it through this video and TRUST THE PROCESS! #client, #democracy

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As RFK Jr. takes the reins at HHS, 2025 could mark a pivotal year for health communications. In an era where public health narratives are shaped often by platforms like TikTok rather than by the CDC, the need for science-backed education has never been greater. Patients are increasingly using social media to self-educate, which makes clear, compelling, and evidence-driven storytelling critical. And yes, some of this will be from corporations/brands but at the end of the day we will have to lean on trusted voices. I see certified physicians and patient-led communities playing hero roles in bridging the gap between credible data and accessible communication. Companies like MedFluencers and Savvy Cooperative are already leading the charge, proving that health literacy and authenticity can coexist on these platforms. With rare disease communities already demonstrating how empowered, knowledgeable patients can drive better outcomes, could this become the evolving model for all healthcare communications?

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Valuable insights from WE Communications health team detailing the connection between corporate reputation and physician's prescribing decisions. Also goes deeper into the different layers of corporate reputation, from corporate to disease-specific and product level nuances.

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Worth reading from NiemanLab: Readers prefer to click on a clear, simple headline — like this one By David Markowitz, Hillary Shulman and Todd Rogers In an era when people trust news less than ever, how can journalists break through and attract the attention of average people to provide information about their communities, the nation and the world? By not complicating things. Our research, published in Science Advances, shows that simple headlines significantly increase article engagement and clicks compared with headlines that use complex language. In our research, typical news readers preferred simple headlines over complex ones. But importantly, we found that those who actually write headlines — journalists themselves — did not. We first used data from The Washington Post and Upworthy to see how language features, such as word length and how common a word is, changed how many people clicked on an article’s headline. These datasets included over 31,000 randomized experiments — also known as A/B tests — that compared two or more headline versions of the same underlying article to determine which one generated the most clicks. Headlines with more common words — simple words like “job” instead of “occupation” — shorter headlines, and those communicated in a narrative style, with more pronouns compared with prepositions, received more clicks. For example, The Washington Post headline, “Meghan and Harry are talking to Oprah. Here’s why they shouldn’t say too much” outperformed the alternative headline, “Are Meghan and Harry spilling royal tea to Oprah? Don’t bet on it.” This example illustrates how sometimes a more straightforward headline can generate more interest. In follow-up laboratory experiments, we found that typical news readers focused more on simple rather than complex headlines because the writing was easier to understand. When journalists participated in the same experiments, they didn’t show any preference for simple headlines over complex ones. Put differently: Those who write the news appear to be less responsive to simple writing than regular audiences. Generations of communication consultants have advised that communicators follow the rather crass acronym KISS: Keep it Simple, Stupid. We suggest a modified version applied for journalists. Since KISJ isn’t all that simple, we propose: Keep It Simple, Staffers. Simplicity increases the number of people who click on a news story headline and improves reader recall of the material in the article. Most importantly, simplicity boosts reader engagement, such as how much attention they pay to the information.

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This is why my second book is titled Ducks in a Row: Healthcare Reimagined. If we can’t reimagine a better health care system, how in the world are we going to get there? 🪄

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Mark your calendars! So excited to offer this free 3-part marketing webinar TA series this fall in September, October, and November. If you’re in HIV, public health, or just interested in how to better market for social good, come join us. You can join for one, two, or all three sessions. #marketing #publichealth #advertising #HIV #socialgood #technicalassistance #onlinelearning #datavisualization #graphicdesign #communications #publichealthcommunications

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Delving into the book, Unpacking Global Health: Key Concepts and Challenges Facing Our World Today. I will be interviewing the researchers and writers of this book for The National Library of Patient Rights and Advocacy this week! #GlobalHealth #Healthcare #PublicHealth #PatientAdvocacy

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Imagine having a partner in your health journey who actually listens to your full story. Many people feel overlooked or misunderstood in traditional healthcare settings, especially when dealing with complex conditions like cancer. But true healing starts with understanding—you deserve a provider who takes the time to hear your whole story and create a care plan that reflects your unique needs. That’s the heart of what I do. In my naturopathic oncology practice, I’m not just treating symptoms; I’m helping you find balance and resilience across body, mind, and spirit. Together, we can manage side effects, support your immune system, and even address the emotional impact of your journey. My goal is to create a space where you feel fully seen and supported, so every step feels like it’s working with you, not against you. If you’ve ever felt alone or misunderstood in your health journey, know that there is another way. Let’s talk about what it could look like to have a true partner in your care. Subscribe to my newsletter 📨 at naturopathicnuggets.com for exclusive content, and exciting updates delivered directly to your inbox. 📢 Join the conversation and stay informed! #DrSammND #DrSamm #HealingJourney #PatientCenteredCare #NaturopathicOncology #HolisticHealing #MindBodySpirit #CancerSupport #IntegrativeMedicine

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#journorequest I'm working on a 2025 predictions story on advancements in health equity & DEI. What new initiatives, innovations or policies are expected? 👉 Looking to speak with academics, health system execs, investors, regulators, consultants

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Great media interviews can mean the difference between a book that flies off the shelves and one that languishes in obscurity. We work closely with authors to develop message points that resonate with readers and that position the book for maximum media exposure. Learn more at www.wesmanpr.com. #bookpromotion #bookmarketing #authors #bookpublishing #messagepoints #mediainterviews

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The only thing holding all of us back is lack of access to capital. Must-read from Leslie Schrock: 'Capital starvation is a problem across all tech but is especially difficult for women’s health, where almost every company is founded and funded by women. ... Women supporting women and investing in companies that serve women matters. And yes, we need far more women on cap tables, more women at funds at all phases, and more women on boards. We have the early stages covered, but it’s not enough: we need a few men on women's health companies' boards and cap tables if we want the space to thrive. And for that to happen, men must understand and be willing to talk about the problems. For those who are willing, an arbitrage opportunity awaits. ' Second Opinion Media https://lnkd.in/gPPySAmv #FundFemaleFounders

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