Hispanics constitute the largest racial and ethnic minority group in the United States. According to the National Center for Biotechnology Information. The Hispanic community faces various barriers and tensions in accessing healthcare in general, as well as health services in particular. As discussed in a recent Portada knowledge-sharing event for brand marketers, these barriers are rooted in language, culture, and a lack of trust.
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Understanding consumer behavior to develop exceptional marketing activations
During Portada’s recent ‘Marketing in Multicultural America Summit,’ Cristina Martinez, Senior Partner and Multicultural Director at EssenceMediacom, identified several factors that influence the health of the Hispanic community in the United States. This served as the kickoff for the panel “Understanding consumer behavior to develop exceptional marketing activations,” featuring Martinez and Laura Saldana, Brand Director at Voltaren and Excedrin.
- Hispanics are 114% more likely to use Media like TV/video to find treatment solutions
- 50% more likely to say they don´t know what steps to take to maintain a healthy lifestyle
- Hispanics are 60% more likely to use social media to get credible information about their health & it´s management
- 50% more likely to use heath-tracking jewelry for health management(Source: Various Mintel reports from 2022 and 2023, Stats are vs. Hispanic Non White)
Based on the above stats and other analyses EssenceMediacom’s Martinez conducted, she identified three tension points or factors that are extremely important to Hispanics regarding their healthcare: “Cultural beliefs in medicine,” “Trust is key,” and “Nothing but the best.” Laura Saldana explained how she addresses these tension points in her Haleon marketing activations.
1. Haleon addressing Hispanic cultural beliefs in medicine
The first topic discussed was integrating culture into healthcare, focusing on using traditional or historically significant ingredients with modern medicines. Haleon’s Saldana said that this involves incorporating natural or traditional ingredients into pharmaceutical products to highlight their heritage, like her Robitussin marketing activation. Additionally, there was discussion about creating products in specific shapes or formats that reflect alternative medicine practices (Theraflu) and incorporating unique sensory experiences for the user. The importance of using empathy and branding to raise awareness of broader healthcare challenges is particularly used in the Advil Pain Equity Project.
2. Trust is key
Saldana highlighted the importance of health-related brands partnering with trusted influencers to convey the product’s message to consumers. This involves collaborating with influencers who have credibility in their field to promote a product or service continuously.
Another crucial aspect is explaining how the product works, which means clearly communicating its features and benefits so that consumers understand its functionality and can make informed decisions.
Lastly, creating content that resonates with the emotions of the target audience and illustrates the condition the product is intended for is essential. This can help strengthen the emotional connection with the brand or product.
3. Nothing but the best
In concluding her presentation, Saldana discussed strategies for demonstrating product effectiveness, particularly its ability to achieve its intended purpose, such as alleviating symptoms or enhancing health.
She also emphasized the importance of using impactful visuals in product promotion and highlighted doctors as trusted figures in patient care. (See examples below for Haleon brands including Voltaren).
Also, you can read: Multicultural Healthcare Marketing: Critical Advice from a Brand Expert
