On Monday, October 28, Univision and ABC hosted a special broadcast to promote the launch of their new multicultural joint venture “Fusion”. Lara Spencer and Sam Champion visited Despierta America’s studios in Miami while Raul and Karla were invited to Good Morning America’s studios in New York.Continue Reading
With the Affordable Care Act in place, thousands of Americans are looking into the new healthcare exchange program, Latinos are one of the biggest populations with need of health insurance coverage. In order for healthcare providers to be able to connect with the Latino population and ultimately enroll them in one of their insurance plans, they must first understand the realities of this population. In this presentation we feature a case study conducted with one segment of the Latino population of New York.
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.
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:
- Using the data from the US Census to help us identify what are the origins of the Hispanic market that lives in a region.
- Our digital market researchA broad definition of competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization. determines the needs for information on healthcare issues (like diseases and symptoms) and the cultural interests within that community (like food or home remedies).
- 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.Continue Reading
Below we share with you the presentation by Marcelo Rodriguez, Managing Partner at Grupo Parada during the event Affordable Care Act: Enrolling Uninsured Latinos Through Digital Media held on October 8, 2013 at St. Luke´s-Roosevelt Hospital Center in New York.
After our Affordable Care Act presentation with the Association of Hispanic Healthcare Executives, one of the conclusions was that Latinos are Social (we stay in touch through social networks), Mobile (high use of mobile devices), and Local (search for services in our geographic location). Latinos spend as much time online as they do watching TV. However, only 5.4% of advertising budgets to reach Hispanics are allocated to digital media. Those disparities also mean less competition and great opportunities for the healthcare industry when it comes to enrolling Latinos in ObamaCare.
The new insurance system under ObamaCare came along with several enrollment tools for Latinos:
- Independent Brokers
- the Online Portal
- the Call Centers
Digital Media brings to the table two big opportunities
Provide information at the media where Latinos are present.
- Hispanics are High Speed internet users and social media shoppers
- Hispanics Maximize Mobile Media
- Hispanics use digital media to get to a store location (Navigator or independent broker)
- There is a drastic increase in the need for online information in Spanish about health insurance, and a constant need for information on various diseases (Anemia, High Cholesterol, Asthma). Answering those questions and making a connection will prepare Latinos to get to the enrollment process.
Make the enrollment process start and finish online.
- It is important that tools like the Online Portal and the Call Centers are ready and available for Latinos. However, there must be a bridge that will get the uninsured Latinos to those tools in order to enroll.
- SoMoLo Latino is the bridge to reach and engage the right people, at the right time, with the right content, and through the right device.
Digital Media is an efficient way to take Latinos to the Navigators, brokers, portal and call Centers. Is your target Hispanic Market enrolling for ObamaCare?Continue Reading
Health literacy is critical to the well-being of the Hispanic community. As we enter a new era of health insurance coverage, the majority of Hispanics in the U.S. have health insurance, 69% to be exact. However, there is still a significant portion of the population that lacks access to adequate treatment due to language and cultural barriers. This should not be seen as an obstacle for marketers to overcome but an opportunity to tap into a billion dollar market and for healthcare providers to increase the availability and awareness of digital health resources.
During a recent forum on Hispanic Market presence Google presented their findings on where the market has fallen short and what investment opportunities lie ahead:
In New York there are 8.3 million people, from those one-third are Hispanics. 80% of Hispanics in New York speak Spanish at home. In terms of health insurance, close to 20% of them are currently uninsured. The illustrations below show the difference in the results of Google maps when searching for “seguro medico” and “health insurance”. According to Google, in the U.S., most healthcare and pharmaceutical companies have little to no presence in Spanish. But this is not an audience that the healthcare industry should ignore, especially as 69% of the Hispanic population has health insurance. They also get most of their health info from TV and internet—and 78% search online after seeing an ad. Healthcare institutions must be mobile friendly and market locally in order to meet the demands of incoming Hispanic patients.
Close to 15 million uninsured Hispanics will be introduced to health insurance plans under The Affordable Care Act (ACA) once enrollment begins on October 1, 2013 and coverage goes into effect January 1, 2014. With ACA’s primary focus being on preventive care, early detection, and early intervention Latino/Hispanic patients will be required to assume more responsibility for their own personal health management by enrolling themselves on health insurance plans .
Of the 15 million Latinos without health insurance 61.4% of them fall between ages 25-35 years old. Hispanics in this age group are avid technology users. In fact, 58% of Hispanics have internet access at home. Technology has permeated every aspect of Latinos’ daily life. It has changed the way they access health information and seek treatment – 48% of them research more than 2 weeks before scheduling an appointment.
How can health care brands and insurers gain the trust of the uninsured Hispanic patient? How can they assist these patients in their journey through the new health insurance system? What can they do in order to educate them? Like many other industries, healthcare is facing a digital transformation – one that promises opportunities. The 9.2 million uninsured Hispanics between ages 25 and 35 will most likely look to digital media to seek out information about insurance coverage. As a result now more than ever, insurers, HMOs/managed care, and hospital groups need to be proactive in the provision of digital content that is culturally resonant for its new Hispanic audience.
On October 8th at Affordable Care Act: Enrolling Latinos Using Digital Media we will discuss this and other topics including:
- The way mobile technology is changing the game in Hispanic healthcare communications
- Ways in which insurers can collaborate with Hispanic-led community organizations to educate and gain access to and the trust of incoming Hispanic patients
- Effective communication strategies that connect culturally with this growing and thriving population
See what the experts are saying prior to the event. See the interviews below:Continue Reading
Enrolling Latinos in the healthcare system is a win-win situation for insurance companies and hospitals. There are 15 million uninsured Latinos in the US. Many of them only seek out medical attention in emergency situations. It is more cost effective for both parties to engage in preventative measures. By educating Latinos on preventative methods healthcare providers, insurance companies, and community leaders can avoid the rising financial and opportunity costs of emergency care. They can begin this process by making healthcare information more readily available via digital media.Continue Reading