Hispanics, who prefer to read, write, and Speak in Spanish, often tell the same tales of woe,dealing with doctors and hospitals-incorrect birth certificate information of their child/children, due to a lack of available interpreters in the hospital; the embarrassment of having to take a family member or stranger to a doctors’ appointment to interpret for them; or of simply being unaware of services, policies, etc. at healthcare facilities, even after visiting the website.
Univision launched the Univision Patient Journey Initiative to discover the path of Hispanic and non-Hispanic patients. Here’s what they found:
Less than 1% of direct-to-consumer (DTC) dollars are being targeted to the Hispanic community, Latinos have to turn to family and friends for their health information. The research shows that of the participants, 57% said friends and family are a primary source of information vs. 41% of non-Hispanics. This means if we as marketers do not communicate accurate and relevant information, we risk the information being based on samples of one.
Hispanics have a strong need and desire for information. They turn to television first for information. Internet is the second largest resource. However, research found that healthcare services and facilities that have Spanish language websites available are offering less information that the English language version of their websites. Clarity of information and leaving little room for misinformation via word-of-mouth is a necessity.
Hispanic patients prefer a more personal relationship with their healthcare providers versus non-Hispanics. Many of them report not feeling that connection, including not feeling confident in patient education and medicine explanations.
The bottom line of all of this is that the Hispanic market is increasing three fold every day. The Hispanic demographic is a young one. More children are born to Hispanic families each year than their non-Hispanic counterparts. Pediatricians would be wise to adopt smart and inclusive Spanish language marketing practices. Empower the parents to have relevant and recent healthcare information. In addition, family and OBGYN practitioners should do the same.
How are you researching the Hispanic market and positioning yourself to be a smart, language and culture savvy medical professional or facility?