Multicultural Services

Culture changes the conversation

The right message starts with understanding the people you’re trying to reach. We combine audience insights and creative expertise to develop healthcare communications that connect with diverse populations.

The Challenge

When audience understanding falls short

Reaching people is only part of the challenge. Understanding their needs, experiences, and communication preferences helps make messages more relevant. Without that insight, even well-intentioned communications can fail to connect.

Common gaps

Assuming people share the same experiences because they belong to the same population
Relying on demographics without understanding what drives people’s decisions
Using messaging and imagery that don’t reflect people’s lives and experiences
Overlooking accessibility needs and how people prefer to receive information

what we do

Different needs call for different approaches

Sometimes the challenge is understanding who you’re trying to reach. Other times, it’s finding the right message, creative direction, or campaign strategy. We bring together research, cultural insight, and creative expertise to help healthcare organizations make those decisions.

Audience insights & strategy

We use research and market knowledge to better understand what matters to different populations, what influences their decisions, and how to reach them.

Multicultural marketing

From campaign planning and content development to channel selection and execution, we create targeted outreach that speaks to the priorities and experiences of different people.

Cultural adaptation

We adapt existing content for different cultural contexts, adjusting imagery, tone, references, and messaging while keeping the original meaning intact.

Transcreation

Sometimes the creative idea needs a fresh approach. We rework headlines, messaging, and campaign concepts so they feel natural and relevant to people across languages, cultures, and lived experiences, without losing their original intent.

CASE Study

A different message. A 32% higher screening kit return rate.

A national healthcare organization wanted to encourage more Hispanic and African American men to complete at-home colorectal cancer screenings.

Instead of focusing on the screening itself, CQ Fluency built the bilingual “Life Starts at 50” campaign around something more personal: family, community, and the life moments that good health makes possible.

During the campaign, at-home screening kit returns ran 32% higher than the National Colon Cancer Screening Program benchmark.

VIEW CASE STUDY

Our Process

From insight to execution

Cultural Intelligence (CQ) gives us a research-backed perspective on how people communicate across cultures. We combine that thinking with practical experience and creative expertise to develop communications that fit the audience and the challenge.

Get to know the challenge

We start with your goals, the people you need to reach, and what’s already working. Depending on the project, we might draw on existing research, audience data, or deeper cultural insights to help find the best approach.

Develop the right solution

Our strategists, linguists, and creative specialists work together to build messaging, content, or campaigns that reflect the audience’s needs. Sometimes that means adapting existing materials. Other times, it calls for something entirely new.

Refine and deliver

We review the work for language, cultural relevance, and creative quality, making adjustments as needed before delivering communications ready for the people they’re meant for.

Make your message connect

Whether you’re adapting existing content or developing a multicultural campaign, we’ll help you find an approach that makes sense for the people you want to reach.

Start with your challenge

Tell us what you’re working on, and we’ll connect you with the right CQ Fluency expert.

Talk with our team

See what sets us apart

Discover how healthcare expertise, technology, and Cultural Intelligence shape the way we work.

Explore our approach