Is there a shortcut to connect with the diverse Hispanic Market?

When it comes to Latinos in the US, there are 20 different countries represented within this heritage.  Our SoMoLo Latino (Social, Mobile, and Local Marketing) approach allows healthcare institutions to reach and engage each one of the 20 segments of the Hispanic market.  A question that arose from our October 8th presentation, The Affordable Care Act: Enrolling Uninsured Latinos Through Digital Media, was whether there is a shortcut when it comes to conducting campaigns targeting Latinos. There is no shortcut.  Digital Media allows us to be more efficient in getting a message that makes a connection with those specific Latino segments, bringing positive and measurable results for an institution.

Targeting Each Segment of Hispanic Market through Social, Mobile and Local Strategies.
Targeting Each Segment of Hispanic Market through Social, Mobile and Local Strategies.

Companies wonder why, if all Latinos speak the same language, connecting with them is not as easy as one message fits all.  As a healthcare institution you need to make a connection and build trust through content that is relevant to their values: language, family and their diverse traditions.  The SoMoLo Latino Approach consists on:

  1. Using the data from the US Census to help us identify what are the origins of the Hispanic market that lives in a region.
  2. Our digital market research determines the needs for information on healthcare issues (like diseases and symptoms) and the cultural interests within  that community (like food or home remedies).
  3. A customized campaign to bring specific groups of Latinos to exactly the content they are looking for: culturally relevant information and solutions.  This campaign can be done simultaneously for every segment within the hispanic market.

Latinos in the US come from 20 different countries and each have cultural nuances that makes them unique.  The best way to connect with Latinos is for healthcare institutions to reach and engage each one of the 20 segments of the Hispanic market. A customized SoMoLo Latino (Social, Mobile and Local marketing) campaign is the way to engage and enroll the right people, at the right time, with the right content and through the right device.