Latino marketing for physician procedures requires recognizing differences in Latinos that influence the type of marketing most effective with each subgroup or market segment.
According to a recent survey by New American Dimensions, Latinos segment into seven subgroups, with each requiring different marketing strategies and tactics. This article covers the first four subgroups with marketing guides for each. A link to last three subgroups with marketing guides is provided at the bottom of this page.
Latino Marketing For Physician Practices Guide 1 For Recent Immigrants
Latinos who are new to the USA speak Spanish and need medical information provided in Spanish. Only 30 percent of them speak English well enough to understand prescription and medical instructions. Most understand spoken better than written instructions.
This also applies to marketing information. Just translating your marketing messages to Spanish is not effective. First, most won’t read them. Second, those who do read them will not relate to a message originally written for non-Latinos.
If your marketing message is culturally appropriate, you may be able to reach this segment through a local Spanish language newspaper, but a Spanish language radio ad will be more effective.
The average annual income for this segment is only $29,000, and most don’t have medical insurance.
Latino Marketing For Physician Practices Guide 2 For Traditionalists with a Twist
This group is also primarily first generation immigrants (69%), but they are better adapted to the USA and are more trend conscious. Looking good is important to them, but this cannot necessarily be interpreted as an interest in cosmetic surgery. To them “looking good” is accomplished through trendy styles.
This segment is still almost totally Spanish speaking, with only a third speaking English well. Thus, they too require Spanish medical information and marketing. But marketing to this group should focus more on pop culture than traditional Latino culture.
This segment’s income is the same as that for recent immigrants, and again, most don’t have medical insurance.
Latino Marketing For Physician Practices Guide 3 For Slow Embracers
This segment is 67 percent first generation immigrants, with the remaining 33 percent almost equally second and third generation. What distinguishes them is their hesitancy to adopt USA culture and trends. Instead they cling to their traditional values. However, they do like to travel and explore the USA.
They like new brands, and almost half (48%) speak English well enough to read English advertisements. Still they prefer Spanish media and advertising.
Most in this group are married and value spending their leisure time with family members. Marketing messages that emphasize family and traditional Hispanic values are most effective with this segment.
The average family income for this segment is $36,000. They are more likely to have medical insurance than the first two segments.
Latino Marketing For Physician Practices Guide 4 For Driven, But Balanced
This segment is only half first generation immigrants. The other half are 23 percent second generation and 26 percent third generation.
The distinguishing characteristic of this segment is that most are college educated and have good jobs or careers with an average income of $52,000. Yet they don’t want to sacrifice their family time for work.
Although still religious and conservative, they are more comfortable in the USA than those in the first three segments. They don’t need Spanish-language marketing because almost 60 percent speak English fluently. Still 30 percent watch Spanish-language television.
They also embrace technology, so it’s possible to reach this segment online and through email.
Latinos in this segment are usually insured.
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To read about three other segments of the Latino market, click the link in this sentence.
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Latino Marketing For Physician Practices Guides 1-4