Healthcare marketing efforts among minority communities may want to pay special attention to young Latinas who are employed full-time, according to a new report released by Cultur Health. Not only are these individuals acquiring more healthcare purchasing power, but they are also considered gatekeepers who help manage the medical concerns of their parents, grandparents and other relatives.
"Culturally relevant content is as important as ever to reach these Hispanic gatekeepers, but we also place particular emphasis on developing programs designed to increase word-of-mouth and drive family and community awareness of a product or service," said Fred Lake of Cooney/Waters, a healthcare communications firm associated with Cultur Health and the vox collective, a minority owned marketing agency.
In order to elucidate the marketing considerations for this population, Cultur Health commissioned a survey of 501
Hispanic women who worked full-time and were between the ages of 25 and 35. Nearly 90 percent of them had insurance through their work or spouse.
The final report revealed several trends.
Whenever young Latinas need advice on healthcare products, 64 percent relied on friends, family and neighbors. Some 52 percent turned to a pharmacist. These findings underscore the importance of social networks within the Hispanic community.
The report also revealed that when it came to marketing materials, 76 percent of survey respondents preferred their content in English. Furthermore, 13 percent said they wanted "culturally relevant English content," while 3 percent expressed an interest in Spanish content. The researchers found similar trends when it came to the influence of news media.
However, marketers still need to produce materials in both languages in order to reach both younger and older generations, the survey authors said.
Other results indicated that 64 percent of study participants took dietary supplements on a daily basis, suggesting that they take preventive healthcare seriously.