By Charlie DeNatale, Healthcare Success Media Supervisor
Reaching and attracting new patients in the Hispanic audience is a healthcare marketing opportunity that can’t be ignored. But marketing to Hispanic audiences holds challenges for healthcare providers, due to the Affordable Care Act and changing demographics. And regardless of your location, this may be a largely untapped opportunity for doctors, medical group providers and hospitals.
Truly effective marketing that reaches the Hispanic population in the United States requires a greater cultural awareness, cultural sensitivity and carefully tailored planning. For physicians, hospitals, clinics and care centers to serve the Hispanic population, the marketing message must be tightly connected to the community.
Among the challenges is the fact that the Hispanic marketplace is more diversified than many people are aware, and not exclusive to California, Texas, New York and Florida. While these areas are important, many other parts of the nation also reflect Hispanic population growth.
Some of the factors that top the list of marketing considerations:
Country of Origin and Subcultures. The single most important segmentation factor among advertising to US Hispanics may be their country of origin. The US Hispanic market is comprised of subcultures from over 20 countries in Central and South America, the Caribbean and Spain, with the majority (63%) of Mexican heritage.
The culture, beliefs, opinions and consumer behavior patterns of U.S. Hispanics are not identical, as a result of the influence of differences in their native countries' geography, indigenous ancestry and colonial origins. For example, the California Hispanic marketplace is far different from the New York Hispanic marketplace. Likewise, there are distinctions for Cubans vs. Puerto Ricans vs. Mexicans vs. South and Central American cultures vs. any other Spanish culture.
Precision plan: Healthcare marketing, advertising and communications approaches require careful research and planning. Individual approaches will vary, tailored to the area, the practice, the procedure or service offering, and the key media available.
Communications channels for healthcare marketing to Hispanics…
Broadcast media (radio and television), as well as social media, are important marketing and advertising channels for reaching and attracting the Hispanic audience.
Of all the Ethnic groups, Hispanics index higher than any other ethnicity in use of social networks, on-line streaming, use of smart phones and tablets.
Best Practices insights for marketing to a Hispanic audience…
Cultural relevance and appropriate use of language in your marketing messages to the Hispanic market can make or break your attempts to attract their attention. In addition:
Preferences vs. Responses
Hispanics may prefer English or Spanish language ads, but which language ads actually generate better response?
The more your advertising "engages Hispanics", the more effective the advertising will be. Most industry experts conclude that this is one reason that Radio and digital advertising does well with Hispanics.
Additional marketing insights and recommendations…
Marketing to Hispanics for healthcare services may be an important business opportunity for providers, group medical practices and hospitals. But there are many challenges that require careful research, proper planning, marketing message and media selection to be successful.
Perhaps we can help. Contact Healthcare Success. Let’s talk about your unique marketing situation, and how to reach this important and growing audience segment.
And for additional reference, read Lost In Translation: Does Your Hospital Marketing & Advertising Communicate? or listen to our previous podcast titled: Building Credibility with the Hispanic Community.
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Charlie DeNatale, Healthcare Success Media Supervisor – has over 30 years of experience in media planning, buying and research with specific expertise in national, regional and local direct response broadcast strategies and analysis. He previously was media director of Christopher Thomas Associates and Lobo & Petrocine in New York, and is currently overseeing and managing all media plans and budgets for more than 30 clients. Charlie attended Upsala College and has a Bachelor of Science degree in Radio and Television Broadcasting.