U.S. Hispanics, representing nearly 17% of the population, are a massive market that all U.S. business, including healthcare, wants to reach.
Indeed, 10 million Hispanics are eligible to gain health insurance coverage thanks to the Patient Protection and Affordable Care Act, according to a new study by consultant PricewaterhouseCoopers' Health Research Institute.
Healthcare providers who want to capture these newly covered patients need to be aware of some lessons other businesses already have learned about this population, as well as learning some lessons that are unique to how Hispanics think about, use and find out about healthcare, the report notes.
And as often happens in such reports, the most important recommendation comes last, namely “respect the traditional and generational nuances of the Hispanic market. Hispanics are not a uniform group. Businesses should develop strategies for different Hispanic ethnicities and generations, and for addressing ingrained habits and cultural preferences.”