Healthcare marketers should target insured young Hispanic women, a rapidly growing demographic that increasingly serves as healthcare gatekeepers, according to a new national survey commissioned by Cultúr Health, a partnership between Hispanic marketing specialist the vox collective and healthcare public relations firm Cooney/Waters.
The survey found that Latinas aged between 25 and 35 are managing their own health needs and frequently those of their families, parents, grandparents and other relatives as well. At the same time, this group relies heavily on families and community sources for healthcare information and product recommendations, highlighting the importance of engaging all relevant influencers.
“Our survey underscores the need for healthcare marketers to specifically target Hispanic women 25-35 years of age in their communications programs,” says Fred Lake of Cooney/Waters. “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.”
When asked where they first go for help with a healthcare concern, the majority of young Latinas named a “doctor” (59 percent); however, more than 30 percent named other sources, including a relative, spouse, friend or pharmacist. READ MORE
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