Augusto Romano, CEO at Digo, talked to Portada about the particular skills a marketer needs when it comes to marketing the healthcare industry services to the Hispanic population.
It is important for any marketer to understand the position and beliefs of the target that is being segmented to correctly convey the communication directed to them,” Romano explained. “For instance, when we talk about the State of Kansas and the Hispanic community that we needed to reach for the vaccination campaign, the first thing we did was to break them apart into a set of beliefs where they were positioned.”
The first thing we did was to break them apart into a set of beliefs where they were positioned.
“This was followed by the creation of subsegments of this Hispanic population in order to tailor a unique message to each group. The four groups were: 1) People hesitant, with certain beliefs that needed debunked, 2) People pro-vaccine, who could support individuals on the fence, 3) Caregivers of elders or minors, who were on the edge of getting vaccinated, and 4) Frontline workers like police, firefighters, and hospital workers. With our first party data, we were able to create a different message campaign for each group,” he added.
Romano explained how important it is to adjust the message according to each Hispanic population group. “If we were to deliver the same message, our results wouldn’t have been the same. That’s why we made sure to help communicate and persuade the Hispanic population according to each group depending on how they were positioned and which were their beliefs. So, I think that being able to identify the difference between one big segment and break them apart is of great substance to talk to a community and assure the right message is delivered to them.”
Because this industry is extremely regulated, serving healthcare clients also requires you to take into account several guidelines that need to be followed to develop a campaign within that sector. “It is essential to have the team aware of the limitations established by those regulations in order to respect them and avoid problems when creating the execution of a healthcare campaign,” Romano explains.
It is of great value when these companies have the support of partner agencies conscious of these regulations.
“Usually, clients in this category have an internal compliance department on board, in charge of reviewing all the contact and information that is released from their companies in their marketing campaigns. However, it is of great value when these companies have the support of partner agencies conscious of these regulations as well as the possible setbacks to prevent any delays that may arise working on a healthcare campaign due to lack of knowledge.”
Healthcare Industry’s Potential Growth
Economic sectors have suffered great losses this year. Furthermore, the economy for this coming year is uncertain because of factors like inflation and rising interest rates. Nevertheless, as stated in Forbes, defensive market sectors like healthcare are down less than 6% in earnings this year, so Romano and his team at Digo expect a relatively stable outlook in 2023 for that industry.
“Overall, it’s important to note that advances in technology will bring significant changes in the digitalization of every healthcare segment, driving growth for years to come,” details Romano. “In terms of high-growth potential healthcare marketing segments, it will be interesting to see how government support campaigns and healthcare payers (promoting the adoption of new digital health solutions and trends like preventive healthcare) boost the market.”
“The avant garde of digital health across segments will accelerate huge opportunities of growth that we will be ready for.”