Novartis’ Milerman joins Prime Access as CEO, Will he get Hispanic Pharma Marketing moving?

A new appointment in the Multicultural Health Care Marketing Sector: Steve Millerman joins Prime Access from Novartis Pharmaceuticals Corporation, where most recently he led the cross-cultural marketing capability.

As head of cross-cultural at Novartis, Millerman, a speaker at Portada's 6th Annual Hispanic Advertising and Media Conference last year,  oversaw corporate and brand-specific strategy across key US ethnic groups. In addition to this role, Millerman played an active role on the Executive Diversity and Inclusion Council where he successfully drove value of D&I impact on Novartis’s business.  “When it comes to health care, US multicultural groups continue to be significantly underserved and underreached by traditional marketing and communications methods,” Millerman, said in an announcement made today by Prime Access. “These are the fastest growing US populations that already account for over a third of our demographic makeup, presenting a tremendous opportunity for health care companies to increase their reach, business impact, and help address certain health care disparities."

There are only a small amount of Healthcare marketing agencies in the multicultural space.

Where there are opportunities, there are also challenges, That is why there are only a small amount of Healthcare marketing agencies in the multicultural space. Last fall Prime Access, the agency Millerman is now joining, was acquired by Global Advertising Strategies, to create an independently-owned healthcare marketing agency that focuses on reaching US Hispanic, African-American, Asian-American, LGBT, and other diverse US populations. In March this year, Casanova Pendrill and McCann HumanCare announced a partnership  for a Hispanic Pharma Marketing venture called  HumanCareHSP.

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