Understanding the Hispanic Culture and How Hispanics Address Health Issues
With the U.S. Hispanic population now 64.99 million strong and growing, it is surprising that several over-the-counter healthcare and pharmaceutical companies still haven't developed a "TRUE" Hispanic Marketing strategy to increase sales to Hispanic consumers. Instead, they are just translating their English advertising into Spanish.
In fact, they aren't even identifying how much the Spanish-speaking viewer understands what the disease or health issues are and the dangers they pose to them and/or a family member…. much less what solutions are available. Pharmaceutical companies are just promoting the product, assuming that is all that is needed to increase Hispanic usage. As a result, many national healthcare brands are only seeing the tip of the iceberg in potential sales from the Hispanic market.
The opportunities for increasing a brand's sales are tremendous when you realize that U.S. Hispanic consumers are a larger group than the population of Canada and many Central and South American Countries. Yes, it is larger than Canada and other countries, with an estimated buying power of 3.4 trillion dollars.
Research shows Hispanic consumers tend to spend more on over-the-counter health care brands vs. using prescription medicine than other groups, and over-index on self-medication due to the following 6 traits:
A culture used to handling their health care needs primarily at a local drug store with OTC products.
A culture that in their former country relied on the advice of a pharmacist for health care needs as much as a doctor's advice. This practice is passed on to family generations.
A lack of knowledge of healthcare issues leaves the door open for a company/brand that "talks" with us in Spanish and becomes the authority on a segment of healthcare by being the company/brand that educates them via pamphlets, TV, radio, social media, display materials... in addition to talking about the solution.
A culture that grew up using natural herbs and supplements as a first step in personal healthcare as well as a nudge reluctance to use prescription medicine. Lower family income translates to avoiding the cost of a doctor whenever possible.
A culture that relies on the healthcare advice of family members, friends, and other community influencers.
A culture that hesitates to visit the doctor due to concerns about appearing overly sensitive or self-centered.
The epidemic out a major spotlight on the tact there is less healthcare access in the Hispanic communities. Healthcare "Deserts" do exist. Healthcare inequity is a reality. All of this translates to a sales opportunity.
A good marketing campaign must include education and advertising as well as community engagement with community leader influencers and the community itself. This is why we need them to help communicate a message as well as increase the credibility of your message through the use of their Credibility Equity that they have developed over the years.
Joe Lopez CEO
Lopez PR & Marketing Group
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