I recently published an article on Latino marketing for physician practices in EzineArticles.com. That article covered the first four segments of the Latino market and provided guides for physicians to market their practices to Latinos. If you have not read the article, you can link to it below:
Latino Marketing For Physician Practices Guide 1-4
This page covers the remaining three Latino segments with marketing guides for physicians.
Latino Marketing For Physician Practices Guide 5 For The Pessimistic and Uncommitted
A third of this segment is third generation, but half are first generation. Unlike the first four segments they are not traditional and do not conform to USA or Latino standard behavior. In fact, independence and lack of conformity are distinguishing traits for this segment.
With 56 percent fluent in English, they can be reached through English advertising, but they are less likely to be influenced by marketing that supports the Latino community. Physicians can communicate with them in English.
Almost half watch English television while less than a third watch Spanish television.
Latino Marketing For Physician Practices Guide 6 For Latinos Who Want To Restore Their Latino Culture and Values
This segment is mostly Cuban. More than 60 percent are second or third generation, and they seek to reconnect with their Latino traditions. They also teach their children to maintain the Latino heritage. Thus, they are truly bi-cultural.
Physicians can communicate in English with them because 70 percent speak English fluently. They will favor any organization that provides them with a Latin experience.
With an average net income of $48,000 annually, most in this segment have jobs that provide medical insurance.
Latino Marketing For Physician Practices Guide 7 For The Single and Young
This segment is primarily males who still live with their parents. Yet they earn $51,000 per year and nearly always have health insurance. They embrace technology, are multicultural and global.
The majority (81%) of them speak English fluently, yet three-quarter of them also speak Spanish fluently. They are almost equally divided into first, second and third generations.
They prefer English media, but marketing with subtle references to Latino culture appeals to them. They are less impressed by sponsored events than most other segments.
Latino Marketing For Physician Practices Conclusion
It’s important for physicians to understand how Latino segments differ, to know which segment best fits into their Latino marketing goals, and which segments populate their service areas.
Then they should base marketing strategies and tactics on the information above for the target segments. Using this information will improve Latino marketing for physician practices.
I am completing a new e-book on Latino Medical Marketing. If you want to be notified when it is finished, just complete the form below. And as a bonus for completing the form, I’ll give you a free 30-minute consultation on how you can best market your physician practice to Latinos.
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Latino Marketing For Physicians Guides 5-7