Right off the bat, Obamacare is the big 2014 challenge for the healthcare industry and Hispanics play a special role in the success of the ACA. This community accounts for 32% of the US non-elderly uninsured population, which makes Hispanics an essential population to enroll in order to keep premiums low for everyone. In order to figure out how healthcare providers can connect with this community, Grupo Parada has identified the following healthcare trends for 2014.
Rising Trends in Health Care Needs
The need for health related information in Spanish will continue to rise in the United States throughout 2014. US Hispanics are constantly searching for reliable sources of health care information in Spanish. This is an opportunity for institutions to make a connection by making culturally relevant health care information available via digital media. The trends from Google in our research show the increasing need for information in some topics searched by Hispanics when it comes to health:
- La diabetes (Diabetes)
- Presión alta (High Blood Pressure)
- Colesterol (Cholesterol)
Mobile technology will enhance Hispanic healthcare outreach
According to Google, Hispanics currently get most of their health info from TV and internet, but 78% of them search online for more information after seeing an ad. Hispanics love to ask questions, and we make many of them in Spanish on search engines. In her presentation with Grupo Parada on October 2013, Kelsey Price from Google shared the Four Key Truths about Hispanics:
- Hispanics are High Speed internet users, therefore they have no limit to the information they can access.
- Hispanics are Social Media Shoppers, and this means a bigger opportunity for healthcare providers to further engage with them online. The huge opportunity is in the word-of-mouth that can amplify the reach of information.
- Hispanics Maximize Mobile Media, therefore everything they already do online they are already doing on-the-go from their cell phones.
- Online is Hispanics’ source to visit a store, and that applies for Navigators and insurers that welcome in-person visits to facilitate the enrollment.
Increase in Digital Media outreach spending
Yes, according to the trade association TVB, insurance providers will spend more than $500 million on local television ads in 2014. However, the White House has estimated that it needs 40 percent of enrollees to be under 35 years old, one of the most digitally engaged age groups in the United States.
According to Dr Mirian Zavala, DNS, RN., Chair of Policy Committee at the Association of Hispanic Healthcare Executives (AHHE), 61.4% of uninsured Hispanics fall between the age range of 25-35 years old, and perhaps Digital Media is the most efficient way to engage them. Also, since many of the $500 million in local TV ads will direct viewers to the insurer’s web site anyway, wouldn’t it be more efficient to start and finish the enrollment process online?
Hispanic Digital Media outreach spending will increase in 2014. The healthcare system needs results, and the investment on Digital Marketing will get more Hispanics to visit Navigators, Brokers, the Online Portal and Call Centers to enroll.
SoLoMo Latino will be the Gateway to Telehealth
Telehealth is the use of digital media to support continuing long-distance medical education. For healthcare institutions, SoLoMo (Social, Local, and Mobile) Latino is a marketing approach that supports the purpose of Telehealth through culturally relevant content. This strategy includes:
- Connecting with the right people, at the right time, with the right content and through the right device.
- Build trust by using social networking and mobile strategies to bring world-class knowledge and medical expertise to the Hispanic community.
The high priority Hispanic age group will be looking for more health care information in Spanish, through their smartphones, and telehealth through a SoMoLo marketing approach can enhance the enrollment pitch. It is our social responsibility to recognize and meet the needs of the community. Now is the time for institutions to be ready to increase engagement and enrollment of Hispanics in the U.S. healthcare. What these trends mean is that, beyond the complexity of the Hispanic market we must understand that our challenges have solutions; we can make it happen.