THE HISPANIC HEALTHCARE MARKET6 THINGS BRANDS NEED TO KNOW

by @MDGadvertising

The Hispanic market in the United States is already an important one for healthcare brands, and it’s set to become even more so in the coming years as the demographic grows in influence.

So, what are the key things healthcare companies should be aware of when looking to reach and serve this group?

1. THE HISPANIC MARKET IS BIG, AND GETTING BIGGER

2. THE HISPANIC POPULATION IN THE U.S. IS NOT HOMOGENEOUS

By the middle of this century, more than a quarter

of the total U.S. population will be Hispanic,

and most of these individuals will be insured and seeking healthcare products/services.

Number of Hispanic Americans in 2014(17% of total population)

of Hispanics are now covered by health insurance

Projected number of Hispanic Americans in 2060

(29% of population)

The share of Hispanics covered by health insurance has

been steadily climbing over the

past decade:

Although Hispanics are often lumped together in demographic profiles, the group is not uniform.

3. THE LANGUAGE PREFERENCES OF THE HISPANIC MARKET VARY Marketing to Hispanics, and delivering products/services, doesn’t necessarily equate to always utilizing Spanish.

5. MOBILE AND DIGITAL ARE ESSENTIALTO THE HISPANIC HEALTHCARE MARKET

Hispanics surpass non-Hispanic consumers when it comes to using mobile devices and the Internet as part of their healthcare.

6. HISPANICS IN THE UNITED STATESARE VERY OPEN TO HEALTHCARE MESSAGING

Hispanic consumers are hungry for healthcare-related information,

and they often make decisions based on what they learn.

4. HISPANICS OFTEN HAVE DIFFERENT IDEASAND EXPECTATIONS OF HEALTHCARE

Catering to the Hispanic healthcare market doesn’t mean simply offering the exact same products, services, and messaging that you’re currently providing.

are born domestically

of all U.S. Hispanics are foreign born

55M 119M

80%

The Hispanic healthcare market in the United States is massive, and it’s growing quickly.

To properly serve and reach the Hispanic market, it’s essential to understand and take into account these

differences in background and age.

65% 35%

2014 2060

2014 2060

Share of Hispanics in the U.S. who saythey either speak only English at home

or speak English very well:

ages 5 to 17

Reaching Hispanics often involvesusing a mix of Spanish and English:

of Hispanicsages 18 to 29say they’rebilingual

Language proficiency—both for English and Spanish—varies widely, as do preferences. Don’t default to one language or

another; instead, think about who you’re trying to connect with.

Surveys of Hispanics’ healthcarepreferences have found:

These are just a few of many differences in the market. For brands, it’s essential to take these variations into account when developing

products/services and healthcare marketing materials.

Hispanics ages 35 to 64 say they trust doctors (71%) and the Internet (69%) equally as sources of healthcare information.

Put simply: if you want to connect with the Hispanic healthcare market, you have to go digital.

Hispanics are consumers of media:

83% of U.S. Hispanics say they received health information from some

And they take action based on what they find:

Hispanics represent a growing, young, health-conscious market that’s very open to new products and services. The key to success for brands is to engage thoughtfully based on the platform, language, and messaging

needs of the smaller subgroups within the larger demographic.

SOURCES: THE ATLANTIC, MEDICOM HEALTH, NIELSEN, PEW RESEARCH CENTER, PWC, MEDIA POST, TECHCRUNCH, UNIVISION, U.S. CENSUS.

88%

38%

76%

55%

ages 18 to 33

ages 34 to 49

compared to 76% of non-Hispanics

26% of other consumers, say that they’re not willing to share personal health information with companies

and 72% say they rarely/never use prescription drugs.

Hispanics lead all other consumer groups in 23 out of 25 uses for mobile devices.

79% of U.S. Hispanics say they act on the health information

they learn.

Hispanics are 23% more likely than non-Hispanics to say that online, TV, or radio healthcare messages “led me to see a doctor

or medical professional about a specific drug.”

66% Hispanics go to the doctor for non-emergency

conditions,

33% of Hispanics,

compared with

45% of Hispanics say they often rely on

home remedies

Hispanics are more likely to download coupons to their phones compared with

other consumers (25% vs. 17%).

19% are already using an app or the Internet to make

medical appointments.

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form of media in the past year, with television ranking as the top channel.

The group is made up of a mix of backgrounds:

Mexican

3%Salvadoran

9%Puerto Rican

4%Cuban

3%Dominican

18% Other

63%