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.
Recommended by LinkedIn
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
Cultural explorer across people, categories, content
1moThanks for sharing