Hispanic Medical Marketing Requires More Than Spanish
Fast growth in the Hispanic population has caught the attention of many doctors and hospitals desiring to tap this population and grow their patient base.
But launching an effective Hispanic medical marketing program requires more than just translating marketing messages into Spanish. It demands understanding the role of Hispanic culture and family structure in medical decisions.
Hispanic Medical Marketing Demands Cultural Understanding About Health and Illness
Hispanic culture views health issues as private, family matters.
Part of understanding the Hispanic culture is realizing that Hispanic men and women differ in the health issues they will discuss. Men don’t like to talk about their health. Women will discuss concerns about birth control with family members. Neither men nor women are comfortable discussing their health concerns with the opposite sex.
Hispanics use a combination of folk healing and modern medical treatment. They often try less expensive folk healing and see a doctor only after folk healing has failed. This is especially true for the elderly and first generation immigrants from Mexico.
Hispanic folk healing uses spiritual ceremonies to relieve the symptoms and causes of illness.
Folk healing concentrates on restoring balance between supernatural and natural forces, hot and cold, and reason and emotions.
Hispanic Medical Marketing Requires Understanding Hispanic Family Structure And It’s Influence On Medical Decisions
As heads of households, Hispanic culture dictates that fathers control how money is spent. This includes money spent on medical care.
But as primary care givers for children, mothers have authority over their children’s health care. The father must agree to spend the money on health care, but the mother decides how it will be spent.
Hispanics revere their elderly and often turn to them about medical advice. The elderly also have responsibility for child care and influence medical decisions for the children.
Family members often want to be with their loved ones while they are receiving medical treatment.
The Most Effective Hispanic Medical Marketing Reaches Families Though Hispanic Community Activities
Many Hispanics don’t trust the media and pay little attention to advertisements even in Spanish-language media.
Outreach activities, that promote health through Hispanic community activities, reach Hispanics better and builds trust.
Filed under: Marketing