Target Marketing for Chronic Diseases, WIC and Communicable Diseases

This article discusses target marketing techniques for chronic diseases, WIC, and communicable diseases among low-income Hispanic and African American populations. The techniques include social media, radio stations commercials, and television commercials.

Running Head: TARGET MARKETING 1
Target Marketing
Student Name
School Name

TARGET MARKETING 2
Priority One
Target Market and Demographic: Middle-income Hispanic population
Department/Program/Service: Chronic diseases
Marketing Technique: Social media
Discussion:
Hispanics make the largest minority population in the American population. When they are
compared to the whites, Hispanics have higher rates of Type 2 diabetes. According to Hispanic
Health and Nutrition Examination Survey (HHANES) found Hispanics have the higher
prevalence of diabetes (Flegal et al. 1991). Cancer is also a leading chronic disease in minority
Americans so targeting this group with health information is important in solving the social
problem.
Social media is increasingly becoming popular in the modern advertising and marketing,
therefore, becoming a better option especially in targeting middle society who have time and can
afford internet access devices like smartphones. This technique of advertising will be effective in
reaching out to the majority of middle-class Hispania because they have access to the internet
and time for social media.
The department aim at offering medical services to as many chronic patients as it can. Its major
aim is to reach out to people affected by these chronic diseases and give them hope of better life
and good health. The department also aims at arresting the chronic conditions at early stages to
increase the chance of healing.

TARGET MARKETING 3
Priority Two
Target Market and Demographic: Low-income African American population
Department/Program/Service: Women, Infants and Children (WIC)
Marketing Technique: Radio stations commercials
Discussion:
African American population is highly affected by poverty which has largely affected women
and children in African American society. In 2008 more than 25% of this population lives below
the federal poverty level ($21, 834 incomes per year) in a family of four compared whites with
6.7. According to 2006–2008 North Carolina BRFSS telephone survey, the quality of life for
African American was found to be too low compared to that of white. This population is
characterized by poor living conditions and diseases. Therefore, women and children are the
main victims (NCHS, 2008).
Women, Infant, and Children (WIC) program serve the households to safeguard the health of
low-income women, infants, and children under the age of 5 years (Coleman-Jensen et al. 2013).
The program seeks to safeguard their nutritional risks because of food insecurity in these homes.
Therefore WIC plays a critical role in the protection of target population health. The program
provides foods, education on breastfeeding and nutrition, and how to access healthcare.
To reach out to this population marketing campaign should be conducted through radio stations.
Most poor households can only afford a small AM or FM receiver from which they will be able
to access to the campaign information (Matt, 2017). Therefore, the objective of the Department
on safeguarding the health of the population will be achieved.

TARGET MARKETING 4
Priority Three
Target market and demographic: Low-income Hispanic population
Department/Program: Communicable diseases
Marketing technique: Television commercials
Discussion:
The prevalence of non-communicable diseases is rising in low-income Hispanic population. A
study has the health behavior of the most Hispanic people and found that most engage in risky
health behaviors like smoking, and heavy alcohol consumption. The increase has caused a
burden on public health and the economy (WHO, 2010) and (Bloom D, E et al. 2011).
The program aims at reducing the risky health behaviors among the low-income Hispania
population and encourages them to adopt healthy living by eating fruits, avoiding tobacco use
and alcohol. Television commercial campaign is most suited to reach this population as it will
offer visual effects of the risky health behaviors (Center for Disease Control and Prevention,
2009).

TARGET MARKETING 5
References
Bloom, D, E., Cafiero, E, T., Jane-Llopis, E., Abrahams-Gessel, S., Bloom, L, R., Fathima, S., et
al. (2011) The global economic burden of noncommunicable diseases. Geneva: World
Economic Forum.
Center for Disease Control and Prevention, (2009). The Power of Prevention: Chronic
Disease…the public health challenge of the 21st century. Center for Disease Control and
Prevention. Retrieved from: http://www.cdc.gov/chronicdisease/pdf/2009-Power-of-
Prevention.pdf. (Accessed 8 June 2018).
Coleman-Jensen, Alisha, Mark Nord, Anita Singh. Household Food Security in the United States
in 2012. ERR-125, U.S. Department of Agriculture, Economic Research Service.
September 2013. Retrieved from http://www.ers.usda.gov/media/1183208/err-155.pdf
Flegal, K, M., Ezzati, T, M., Harris, M, I., Haynes, S, G., Juarez, R, Z., Knowle,r W, C., Pérez-
Stable, E, J., Stern, M, P (1991). Prevalence of diabetes in Mexican Americans, Cubans,
and Puerto Ricans from the Hispanic Health and Nutrition Examination Survey, 1982–
1984. Diabetes Care.14(7):628–638.
Matt, A., (2017). Marketing to African-American Consumers. Available at
https://www.business.com/articles/marketing-to-african-american-consumers/ (Accessed
8 June 2018).
North Carolina Resident African American Population by County: National Center for Health
Statistics (NCHS) bridged-race estimates (postcensal: 2008). Prepared in collaboration
with the U.S. Census Bureau. Available at www.cdc.gov/nchs/nvss/bridged_race.htm
(Accessed 8 June 2018).

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World Health Organization (2011). Global status report on noncommunicable diseases 2010.
Description of the global burden of NCDs, their risk factors, and determinants. World
Health Organization. Available at
http://www.who.int/nmh/publications/ncd_report2010/en/. (Accessed 8 June 2018).