Hispanic Consumers Rely on Key Change Agents When Buying Healthcare Products

Marketers want to know. Is it the right ad campaign or the right message that will induce Hispanics to purchase more health-related products. For many Hispanics, changing the type of product they buy involves learning new information from a trusted source. It also turns out that specific members of the Hispanic community have significant influence over who buys which products.

Cultur Health has identified “key healthcare gatekeepers” that marketers must reach in order to succeed in the Hispanic community. These gatekeepers are insured Latina women who are between the ages of 25 and 35. These women are employed full-​time. In addition to being out in the marketplace, they also serve as the main connection to family members such as parents and grandparents. Family and personal connections are particularly strong in Hispanic households. When these individuals have a healthcare concern, they seek out a physician (59%), but 30% are also turning to people – specifically, friends and relatives. These consumers show a similar pattern when purchasing healthcare products and cite these influences on their decisions:

  • Friends, family, neighbors 64%
  • Pharmacist 52%
  • Advertising 21%

These statistics clearly show that marketers must make an impression on young Latinas to get their products purchased by the wider Hispanic community.

Marketers may mistakenly believe that they need to develop their promotional messages in Spanish. But, according to this survey, younger Latina women who are employed and have insurance through their workplaces prefer English-​language communications by a wide margin (76%).  English-​language media formats such as newspaper, TV and radio influence 15% of these buyers while only 5% say that Spanish-​language media outlets have sway over their product purchasing decisions.

The Cultur Health study results show there is no easy path to marketing success in the Hispanic community. However, speaking directly to young Latinas increases the chances that a broader audience will talk about products and they may then choose to buy these products.

[Source: New Marketing Survey. Culturhealth.com.18 May 2012. Web. 31 May 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.