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Hispanic Medical Marketing Requires More Than Spanish |
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Written by Linda P. Morton
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Friday, 06 June 2008 |
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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.
by LindaP.Morton
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.
Some doctors think that all they need to do launch a Hispanic medical marketing program is to have their marketing materials translated into Spanish. But an effective program requires an understanding of Hispanic views about medical care, their family structure, and their influence on Hispanic medical decisions.
Hispanic Medical Marketing Requires Understanding Views About Illness And Medical Care
Hispanic culture views health issues as private, family matters.
Gender roles give women more flexibility to discuss health concerns than men. Men don't talk about health issues. Women do get advice from family members about birth control and their children's illnesses. Both men and women limit health and medical discussions to the same gender.
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 attitudes about illness and health accept the role of religion and spirituralty as part of the healing process.
Hispanics believe that illness results from natural and supernatural forces, an imbalance between hot and cold, and emotions.
Hispanic Medical Marketing Demands Knowing The Role of Family in Medical Decisions
Fathers are the heads-of-household in Hispanic families. They control all financial decisions including whether or not money should be spent on health 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.
As respected members of the family who carry some child care duties, elderly family members also have a role in medical decisions for children and may influence the mother's decisions.
It is also common for family members to be present while a Hispanic patient receives medical care.
Hispanic Medical Marketing Through Hispanic Community Involvement Provides The Best Way to Reach Hispanic Families
Hispanics often ignore advertisements, even those distributed through Spanish-language media.
But they will pay attention to health care providers who sponsor or participate in activities that help the Hispanic community. Hispanics are also more likely to trust them.
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