How Health Care Marketers Should Connect with Hispanic Patients

Thu Aug 3, 2017

Kathy Crosett

Hispanics make up approximately 17% of the U.S. population. For older consumer groups, like the Greatest HispanicGeneration, Hispanics account for 9% of the total. On the other hand, Nielsen reports that at least 22% of Gen Z, consumers born between 1997 and 2015, identify as Hispanic.  Like any other consumers, Hispanics need health care services, but a recent Prophet survey finds 28% of these folks have trouble finding good insurance or locating a provider.

Marketing materials designed to connect with Hispanic consumers should acknowledge unique cultural elements. Your clients should be reaching out through mobile apps to millennial Hispanics who spend more time with their phones than other consumers. Baby boomer Hispanics make a good market for TV advertising as they spend over 5 hours a day in front of those screens. Researchers recommend using a fotonovela to market to older Hispanics, especially in rural areas. The printed collateral resembles a comic book with photos and can be used to relay information about how to manage diabetes, for example.

A portion of any health care provider’s message should target Hispanic men. Whether they are husbands, fathers, or brothers, they are often the decision-makers with respect to selecting health care services for Hispanic households, according to a report on

Health care professionals must emphasize convenience to their Hispanic patients. These consumers often have lower than average incomes, yet they will budget for and spend money on high-quality care. Primary care physicians and specialists like pediatricians should know that Hispanics need access to health care providers outside of traditional working hours. Hispanic patients also want to choose the physician they see. And, they’re looking for facilities that offer easy parking and child-friendly waiting rooms. When these topics are addressed in ad campaigns, health care providers will have the opportunity to work with these patients and build lasting relationships.

If you’re selling media to health care service providers, ask how they’ve been marketing to Hispanics.


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About Kathy Crosett

Kathy is the Research Director 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.

View all posts by Kathy Crosett