Healthcare marketing that works is critical as the healthcare market in the United States faces continuous challenges. The situation has only worsened since the pandemic, exposing the ailments of the system which are suffered more intensely by the sector of the Hispanic population that does not have health insurance. Portada interviewed healthcare-expert Enrique Zamora, founder and director of Belén Medical Centers, about what is to be done.
With marketing for 2023 healthcare enrollment in full swing, it is time to revisit effective healthcare marketing strategies. Actionable strategies are needed for the Hispanic community, Zamora claims. “Hispanics, like other ethnic groups, can have access to medical insurance in a variety of ways. It is imperative that Hispanics become fully educated on the availability and access to the various insurance plans in our country. Employment in companies that offer insurance as a benefit can greatly enhance access to coverage. Therefore, Hispanics should be educated as to the various employment opportunities available to them and the type of coverage they offer. Therefore, we must encourage Hispanics to attend job fairs, corporate events and to participate in the business life of their communities,” explains Enrique Zamora, founder and director of Belén Medical Centers.
In addition, Zamora recommends that Hispanics understand and participate in the ACA (Obama Care) and take advantage of the subsidies that may be available to them. “As business leaders we can help them by providing access to accurate and timely information. The information is available; we must disseminate it in Spanish and in the media that is geared to the Hispanic market,” he adds. Part of the responsibility falls under insurers and healthcare companies, which should market ACA enrollment focusing also on the Hispanic market.
Healthcare Marketing: Adapt Campaigns to Local Communities
As in most marketing strategies and executions, to take into account local factors and intricacies is paramount for success. “Companies should adapt their healthcare marketing campaigns to the local communities they serve. Hispanics are a diverse group. They come from different nations with different cultures and customs. Marketing should be designed to create trust in the product and should include the values of each community,” Zamora maintains.
“One approach that can be used is to tailor the message using spokespeople that are recognizable to each community. Healthcare marketing in Arizona may be different than in South Florida. Building trust will certainly increase enrollment in the ACA.”
An Immigrant and Pioneer Who Started Several Healthcare Companies
Enrique Zamora is an immigrant who has turned his beginnings into a true American success story. He has started several healthcare companies, including Belén Medical Centers, which in 2019 became part of the publicly traded Cano Health. In the last year alone, Zamora received several recognitions from the community, including an award for outstanding contributions to the Willy Chirino Foundation; a proclamation from Miami-Dade County for your community service; and the official designation of July 11 as the City of Sweetwater’s Enrique Zamora Day.
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