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Hispanic Medical Marketing Demands Cultural Understanding

Jun 6, 2008
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.

More is required for an effective Hispanic medical marketing program than just Spanish language marketing messages. To market effectively to Hispanics, medical providers need to consider cultural attitudes about health and family roles in health care decisions.

Hispanic Medical Marketing Requires Understanding Views About Illness And Medical Care

Hispanics believe that health and illness information is private and should be limited to family members.

Part of understanding the Hispanic culture is realizing that Hispanic men and women differ in the health issues they will discuss. Men don't like to talk about their health. Women will discuss concerns about birth control with family members. Neither men nor women are comfortable discussing their health concerns with the opposite sex.

Knowledge of cultural attitudes about health and illness reveals that Hispanics value both folk healing and medical procedures. They often start with folk healing because it is more affordable.

Hispanic attitudes about illness and health accept the role of religion and spirituralty as part of the healing process.

Hispanics use folk healing to balance cold and hot, natural and supernatural forces, and emotions and logic.

Hispanic Medical Marketing Requires Understanding Hispanic Family Structure And It's Influence On Medical Decisions

In Hispanic families, fathers make all financial decisions, including those about health care.

However, mothers are the primary care givers of children, and they generally make health care decisions for their children after the Father has agreed to pay for that health care.

The elderly in a family also have child care responsibility and a say in children's health care. So they also influence those medical decisions.

Family members often accompany Hispanic patients for medical diagnosis and treatment.

Hispanic Medical Marketing Through Hispanic Community Involvement Provides The Best Way to Reach Hispanic Families

Many Hispanics don't trust the media and pay little attention to advertisements even in Spanish-language media.

Outreach activities, that promote health through Hispanic community activities, reach Hispanics better and builds trust.
About the Author
Get ideas for Hispanic outreach activities at Marketing For Medical Practices . Tips on Hispanic Marketing For Doctors
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