The Power of Subculture Marketing

Executive Summary 

In today’s dynamic healthcare world, marketing demands a nuanced approach that resonates with the diverse needs and preferences of physicians and patients. We have become increasingly more aware over the past decade about the ways American patients and HCPs self-identify, and naturally this has led to more nuanced ways in which they engage with culture. This POV explores the power of subculture marketing as a key strategy for achieving deeper engagement that moves beyond traditional, broad-brush marketing approaches, and advocates for a more nuanced strategy that recognizes the diverse subcultures within these audiences. By understanding and addressing the unique values, beliefs, and behaviors of specific physician and patient subcultures, brands can craft more impactful campaigns, maintain stronger relationships, and drive better health outcomes. This approach moves beyond generic messaging and embraces the power of authentic connection, recognizing that a one-size-fits-all approach no longer resonates in today’s increasingly segmented healthcare market.    

What is it About Subcultures? 

Younger populations in particular, are uniform only in the sense that they do not recognize the existence of a single pop culture. 91% of them believed that there was no “mainstream” pop culture anymore, today it is concentrated in a diverse array of these subcultures. This is consistent with the increasingly complex and multidimensional way Americans in general identify themselves. From the 2010 census to the 2020 census the number of Americans identifying as two or more races increased 276% (from 9 million to 33 million). Of course, when examining the largest subculture which broadly aligns under the LGBTQ banner, the number of Americans identifying as part of that community has more than doubled since 2012.  

With these rapidly changing self-definitions of identity, the landscape is in constant flux, driven by scientific breakthroughs, evolving patient needs, and a digital revolution transforming how we access and consume information. In this dynamic environment, traditional marketing approaches that rely on broad demographics and generic messaging are losing their impact.  To truly connect with healthcare professionals and patients, brands need to embrace a more nuanced and targeted approach: subculture marketing.   

This approach, as eloquently explained in this insightful article, emphasizes the importance of understanding and engaging with specific communities based on their shared values, beliefs, and behaviors. The example highlights McDonald’s shift from a marketing calendar driven by limited-time seasonal offers to focus on “fan truths”—a moment, memory, ritual, or behavior related to McDonald’s—and where such moments intersect with subcultures involving celebrities, music, fashion, TV and movies, childhood nostalgia and now, anime. How that relates to the work we do … it’s about recognizing that physicians and patients are not monolithic entities but rather diverse ecosystems of individuals with unique needs, motivations, and communication preferences. 

Navigating the Physician Landscape 

Physicians are the gatekeepers of healthcare, influencing treatment decisions and shaping patient outcomes. However, the physician community is far from homogenous. They represent a diverse ecosystem of specialties, treatment philosophies, generational perspectives, and levels of comfort with technology. To effectively and authentically engage, marketers must recognize and cater efforts to the distinct subculture nuances that exist within this diverse landscape. 

Specialty-Specific Strategies: A cardiologist’s world revolves around cardiovascular health, while an oncologist is immersed in the complexities of cancer treatment. Each specialty has its own unique set of challenges, treatment protocols, and preferred sources of information.  Developing tailored marketing campaigns that address these specific needs is crucial. This could involve: 

•    Publishing research in specialty-specific medical journals 

•    Creating dedicated websites and online resources tailored to the specialty 

•    Sponsoring conferences and events focused on specific therapeutic areas  

•    Collaborating with key opinion leaders (KOLs) within each specialty 

Bridging the Generational Divide: From Baby Boomers to Millennials (and soon to be GenZ), each group of physicians has its own communication preferences and learning styles. While senior physicians might respond to traditional print journals and conferences, younger generations are more likely to engage with digital platforms, online communities, and interactive learning tools embracing the latest innovations. The physician workforce spans multiple generations and understanding the communication preferences and learning styles of each is paramount.  

Embracing the Digital Divide: The digital revolution has transformed healthcare, with technology playing an increasingly vital role in diagnosis, treatment, and patient management.  However, the level of comfort and adoption of new technologies varies significantly among physicians. Some physicians are at the forefront of adopting new technologies, while others prefer more traditional approaches. Marketing efforts should reflect this spectrum, offering both high-tech solutions like AI-powered diagnostic tools and more traditional resources like printed educational materials. 

• Tech-savvy physicians: Eagerly embrace AI-powered diagnostic tools, telehealth platforms, and data-driven insights.  Marketing efforts should highlight the technological advancements and efficiencies offered by new products and services.  

• Traditionalists: May prefer more established technologies and require clear demonstrations of value and ease of use before adopting new tools.  Marketing materials should focus on the practical benefits and provide ample support and training resources. 

Connecting with Patient Communities 

Just as physicians belong to distinct subcultures, so too do patients.  Patients are no longer passive recipients of healthcare; they are active participants in their health journeys, seeking information, support, and empowerment. Understanding the diverse subcultures within the patient population is essential for developing effective marketing campaigns that resonate and provoke action.  

Chronic Illness Warriors: Patients with chronic conditions often form strong bonds within online forums and support groups. Engaging with these communities authentically, offering valuable resources and support, can build trust and brand loyalty. These communities offer a powerful platform for brands to:  

• Provide valuable resources and educational materials 

• Share patient stories that inspire hope and demonstrate the impact of treatments 

• Engage in authentic conversations and address concerns transparently 

• Partner with patient advocacy groups to raise awareness and improve care  

Age-Specific Engagement: Health needs and communication preferences evolve throughout the patient’s journey. The health concerns of a Millennial differ from those of a Baby Boomer. Marketing messages should be tailored to address the specific needs and communication preferences of each age group. 

Lifestyle and Wellness Seekers: The rise of the wellness movement has empowered individuals to take control of their health and well-being. From fitness enthusiasts to advocates for natural remedies, patients are increasingly taking proactive roles in managing their health. This presents a significant opportunity for brands to: 

• Partner with influencers: Collaborating with trusted voices in the wellness space, such as yoga instructors, nutritionists, or health bloggers, can increase brand visibility and credibility among this audience. 

• Promote preventive health benefits: Emphasize how products and treatments can support a proactive approach to health and wellness, rather than just addressing existing conditions. 

• Develop content focused on holistic well-being: Go beyond product-specific information and provide valuable content related to nutrition, exercise, stress management, and other aspects of a healthy lifestyle. 

• Sponsor wellness events and initiatives: Participating in marathons, health fairs, or community fitness challenges can increase brand visibility and demonstrate a commitment to holistic well-being. 

Leaning into the Health Equity Conversation 

Subcultures are often linked back to communities with differing patient outcomes compared to the statistical means. There are even specific subcultures centered around medical indications. Neurodivergence, for example, is a massive subculture that, in turn, often intersects with broader subcultures in gaming and fandoms. Body image subcultures have been prevalent since at least the 1980s and have only increased in depth and breadth when examining the continuing discourse on body positivity today. And, of course, ethnic and racial minority groups interplay and intersect with these subcultures and, in some instances, make them their own.   

It is impossible at this point (although forays into artificial intelligence may change this landscape) to build customized content for each subculture. That said, keeping an ear to the ground on how these audiences are developing and, most importantly, intersecting is crucial to understanding the patient and physician journey. Are there increased barriers to gender-affirming care for obese patients? What are the benefits of being part of the gaming subculture for neurodivergent patients? Do the benefits outweigh the risks? Are there links between the gaming subculture and adolescent obesity? Are there any cultural dietary differences that may overlap with that propensity?  These are only a handful of questions that showcase how subcultures ladder directly back into the overarching health equity conversation. The good news for marketers is that often times the emergence of these subcultures can be captured with social listening. Not only can it help identify ambassadors and KOLs that can offer windows into these subcultures, but it can also provide new areas of differentiation in brand storytelling. Even when these insights do not translate into full on activations, they can inform marketers and in some cases researchers of blind spots on what the causes for disparate outcomes between patient groups are.  

Embracing Polycultural Patients with Authenticity and Empathy 

Culture is at the cornerstone of any effective marketing strategy; whether it’s insights into demographic trends and media consumption or finding new forums to bring patients & healthcare professionals together, it’s no different for pharmaceutical marketing. The idea of the general market and the “average” person having an increasingly complex sense of identity opens more dynamic ways of interacting with them. This phenomenon of consumers having a multifaceted cultural identity, often called a polycultural identity opens up new, innovative opportunities if done well. 

The industry thrives on innovation, not just in the labs where groundbreaking treatments are discovered, but also in the ways we communicate the value of these advancements. As marketers, we are tasked with building bridges between scientific breakthroughs and the individuals who stand to benefit most – patients. The cornerstone of successful subculture marketing is authenticity. It’s about approaching each community with genuine empathy, understanding their unique challenges, and offering solutions that align with their values. This requires thorough research, active listening, and a willingness to engage in two-way conversations. By embracing the principles of subculture marketing, brands can move beyond generic messaging and forge deeper, more meaningful conversations between patients and physicians ultimately leading to better patient outcomes.