Healthcare can learn from others in reaching out to Hispanics

John N. Frank

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.”

It's much too easy to lump people of Hispanic origins from a variety of countries into one group, especially if they share some tendencies. But doing so is not a smart way to market to a very diverse population. This is a mistake often seen in consumer goods companies and food retailing, where retailers tend to think having Spanish language packaging or even Spanish-sounding products is all they need to do to reach this market.

The report's key findings regarding Hispanics and healthcare include:The report's key findings regarding Hispanics and healthcare include:

  • Cost is the most important factor.
  • They are less likely to use a doctor as their primary caregiver and more open to using community health clinics, retail clinics and alternative caregivers such as pharmacists.
  • They are more likely to use social media, mobile apps and Internet searches to find information about doctors and insurance companies, and it's more likely that the information will influence their care decisions.
  • They are less likely to share personal information, and their sense of privacy should be respected.
  • Some prefer to travel to their birth countries to buy lower-cost medications for their families.
"Hispanics have tremendous consumer purchasing power, but our research shows that they have also been more likely than other consumers to delay healthcare, and don't have great trust in the U.S. health system," said Frank Lemmon, principal, PwC US health industries.

Groups that tried signing up Hispanics for insurance during this year's open enrollment period learned many of the lessons this report touches on. Healthcare providers would be well served to do the same.

Follow John N. Frank on Twitter: @MHJFrank

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