DiversityInc Innovation Fest! Presentation by Novartis Pharmaceuticals Corporation: Ethnic ERGs and Marketing

February 27, 2012 6:54 pm

Novartis wanted to fulfill its business mission of improving patients’ lives by reducing healthcare disparities and also to reach its business goal of increasing sales. Using its seven resource groups based on race/ethnicity (groups for Blacks, Latinos, Asians, Russians, Chinese, Southeast Asian Indians and American Indians), the company conducted its own market research on culturally competent strategies. Hundreds of strategies were vetted over a two-year period for cultural insights, consumer research, translations and new ideas.

Novartis reports that the strategy led to more than $2 million in savings on market research and helped it reach more than 30 million consumers last year. Employee participation in the resource groups has also increased substantially. Novartis Pharmaceuticals Corporation is No. 13 in the 2012 DiversityInc Top 50.

Click here to download a PDF of this presentation by Steve Millerman, director, cross cultural marketing. Click here to view the other Innovation Fest! presentations from our event.

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Watch the video of this presentation below. Click here to watch video of the entire Innovation Fest! event.