The Hispanic Imperative: Why Healthcare Marketers Must Urgently Engage Young Hispanics

By Jorge Daboub , EVP, Client Partnerships at TelevisaUnivision

Healthcare’s Generational Shift

The face of the U.S. healthcare patient is changing, creating an opportunity for healthcare marketers, but also deepening health inequities if marketers don’t act...fast.

The current American population is beginning to require medical attention at a younger age, and the younger the consumers in the U.S., the more diverse the populations become, with Hispanics being the largest minority group.

Hispanic Americans: A Healthcare Imperative

The healthcare industry must take urgent action to address the needs of Hispanic patients and caregivers. Despite their significant presence in the U.S., Hispanics are often left out of consumer advertising and receive disproportionately low levels of advertising investment.

This lack of engagement leads to critical healthcare information not reaching patients and caregivers, exacerbating the already-existing disparities.

The Need for In-Language, In-Culture Advertising

Although healthcare and biopharmaceutical companies emphasize diversity, equity, and inclusion, many significant brands are notably absent from Spanish-language media, despite data indicating higher incidence among Hispanics across many disease states.

Pharmaceutical advertising is pivotal in providing information on symptoms, triggers, and the latest treatment options, while additionally driving conversation between patients and healthcare providers.  

According to a 2023 study from Morning Consult and TelevisaUnivision, Hispanics are more likely to turn to advertisements to learn about medical conditions and treatments, and those ads are more effective in Spanish.

The research speaks for itself: advertising in Spanish is key to ensuring critical healthcare information not only reaches Hispanic patients and caregivers, but is emotionally engaging and actionable.

Insights to Act Upon: Mixing Up Your Marketing Mix

By addressing the healthcare information gap for Hispanic populations through targeted outreach and inclusive marketing strategies, healthcare marketers and biopharmaceutical companies will not only tackle health inequities, but also unlock significant growth potential within the Hispanic demographic. Failing to do so not only deprives vulnerable patients and caregivers of vital information, but also directly impacts health outcomes, exacerbating existing disparities and potentially leading to avoidable health complications.

The time is now for pharmaceutical marketers to both close the health equity gap and ensure revenue growth by including Hispanics in their healthcare and biopharmaceutical plans. This can lead to improved health outcomes, reduced disparities, and a more inclusive healthcare system, promising a brighter and healthier future for all.

Sources:

Census, 2023

Nielsen Adviews

TelevisaUnivision and Morning Consult Study, 2023

Kaiser Family Foundation, 2023