Some health systems participate in gay pride parades and place ads in LGBT publications and business directories, though they're not necessarily including explicitly LGBT people in ads to the general market. But experts say healthcare marketers need to pay more attention to the LGBT market, which has significant purchasing power. They say there are cost-effective ways to reach out to that market, including the use of marketing materials that include LGBT people along with other diverse groups. MH Takeaways The healthcare industry has lagged behind other industries in targeting the LGBT market, but that is likely to change as the broader society expects companies to present ads that show demographic diversity.
This blog contains all sorts of information on the LGBT community but what I am most passionate about is teaching others how to go about reaching the LGBT community, the right way.
And yes, there is a right and a wrong way to market to the LGBT community, it is my intention to show you the right way; the authentic and transparent way. How do I know this you may be asking yourself. Click here to request a copy or to download their phone app.
A company who is ranked in this buying guide fills out a lengthy questionnaire called the Corporate Equality Index CEI. They answer questions about their human resource practices, non-discrimination policies, LGBT spousal benefits, transgender benefits, their employee resource groups, among many other items that are part of the scoring criteria.
Companies range from perfect scores down to negative numbers. The guide color codes their sections very easily so you can identify at a glance if a company is in the green safe to do business with or if a company is red steer clear.
Exxon Mobil is in red if you were wondering. The results from the CEI are then shrunk down to fit in this small pocket guide for any LGBT or ally consumer to look at when making a purchasing decision. I refer back to the guide whenever I am making a purchase so I know with confidence that I am supporting a company that supports me and my family.
What does it all mean? So you may be saying to yourself, but what does this all mean? In short, it means LGBT consumers are savvy individuals who know if you are treating your employees unfairly by not providing appropriate benefits or if you blatantly have policies that discriminate against an LGBT person.
Did you know that in 29 states in the U. And in 32 states you can be fired for being transgender?
Taking the First Step If you are reading this blog chances are you either own a company or may be working for a company that is interested in marketing to the LGBT community. Your first step is to assess what is going on internally before even considering any external marketing.
You will waste your time and money if you put the cart before the horse. If you are uncertain how to go about taking that first step or need advice on how to assess your internal workings reach out to me here.
It is my goal and intent to be as comprehensive as possible in helping you achieve your desired results in reaching the LGBT community.
The more companies out there that support the needs of our LGBT workforce, the better our economic environment becomes for everyone.In aggregate, LGBT households spent an average of $4, at retail stores in —7% more than non-LGBT consumers. This type of spending makes LGBT consumers attractive for marketing appeal across music, sports, TV and brand sponsorships.
Marketing and advertising to LGBTQ consumers, through advertising in LGBTQ media, using LGBTQ messages in non-LGBTQ media or sponsoring LGBTQ events, constitute the most direct way businesses can communicate to LGBTQ consumers. LGBTQ consumers cross with . Oct 31, · Kaiser's strategy of inclusive marketing can be a cost-effective way to appeal to diverse consumers in terms of race, ethnicity and sexual orientation, said LGBT marketing .
In aggregate, LGBT households spent an average of $4, at retail stores in —7% more than non-LGBT consumers. This type of spending makes LGBT consumers attractive for marketing appeal across music, sports, TV and brand sponsorships.
Most Improved Brands Among LGBT Consumers. While Volkswagen still has an overall negative impression, its score improved by an impressive points over last year, and it leads the pack for most improved brand in terms of buzz. LGBT What marketers need to know about gay consumers.
Marketing across channels June 17, by Cross-Channel Marketing Team has been a milestone year for those lobbying on behalf of expanded rights of Lesbian, Gay, Bisexual and Transgendered (LGBT) Americans. of LGBT individuals and their causes has left many marketers.