Proceedings of Annual Spain Business Research Conference 14 - 15 September 2015, Novotel Barcelona City Hotel, Barcelona, Spain ISBN: 978-1-922069-84-9 Maneuvering through Cultural Diversity in the Contemporary World: A Healthcare Industry Perspective Shraddha Chowdhary Cultural Diversity is being increasingly recognized as an important area in the study of Human relations in organizations and has also begun to strongly impact health care services which are no longer restricted to a particular country or region. The growing cultural diversity demands great focus by Pharmaceutical Industry and others in the Healthcare Industry to the largely diversified biomedical and psycho-social requirements of different ethnic and cultural groups. The physiological reactions of medicines can vary across different ethnic groups and even the requirement of dosage of medicines will vary from group to group. Understanding a patient’s cultural differences, health beliefs and attitudes towards medicines determines the marketing strategy of a Pharmaceutical Company. When setting up a marketing strategy in the healthcare sector one must be completely acquainted with the cultural nuances, differences and perceptions. Cultural perceptions can significantly influence patient care and compliance. In addition to race and culture, location and environment are the major contributors in patient compliance. A realistic multicultural training should be provided to medical practitioner and pharmaceutical marketers with these factors in mind. Pharmaceutical marketers and Medical Practitioners need to be keenly aware of these influences on outcomes and develop their strategies accordingly to be able to succeed in today’s culturally diversified markets. The paper aims to understand a medical practitioner’s perception of cultural diversity in treatment and prescription. It also tries to identify need for cultural competence in appreciating racial differences, social status, sexual preference and patient doctor relationship. The study concluded that patient care can be improved and doctor patient bond can be strengthened by a culturally sensitive medical practitioner through better communication and understanding of patient’s culture, beliefs and value system. A model describing the attributes of a culturally competent Medical Practitioners were also identified from the study. Keywords: Culture, Cultural competence, Doctor Patient Relationship, Cultural sensitivity, Racial difference, Patient satisfaction _________________________________________________________________ Prof. Shraddha Chowdhary, Department of Pharmaceutical Management, NIPER Hyderabad, India, Email: shraddha.niperhyd@gov.in