Abstract
In general, blacks Americans appear to have elevated levels of interest in health relative to the population as a whole, as evidenced by increased levels of doctors visits (among those who do visit the doctor) and increased use of herbal remedies. However, lower levels of health insurance suggest potential for marketing OTC products that compete with prescription medication to the black community.
Beyond insurance and doctors visits, there are several health-related markets for which sales penetration could be higher among the rising number of affluent black households. Average spend for eyewear should be higher, given black interest in fashion; penetration for contact lenses could likewise improve; high levels of asthma should be driving sales of air filtration products; high levels of obesity and diabetes should be driving sales of diet aids and diet food. Blacks also tend to be brand-conscious and willing to pay more for premium products. This should make marketing easier for established brands, and suggests cross branding for new brands aiming to reach the black market.
Throughout this report, efforts are made to feature talking points in the marketing of health-related products to a black audience, based individually on the health problem to be resolved. Sample talking points include appeals to black pride, branded product over price savings, the desire for convenience, and ultimately, the desire to lead a healthy, productive life. At the same time, it must be recognized that the black community is a diverse community, with wildly divergent approaches to health and medicine; no single approach will attract all blacks. Differences in health behavior by demographics are also addressed in this report.
Coverage:
This report examines the demographics, attitudes, and behaviors of blacks, as they compare to other demographic groups and explores differences in various characteristics within the black population in regard to the following subjects:
- Health Insurance
- Diet
- Exercise
- Doctors visits
- OTC and prescription medication
- Diseases.
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