#Portada14 speaker Solomon Romano, Multicultural Marketing Strategy Director at WellPoint, Inc will present a case study on “WellPoint’s Hispanic Health Initiative” next Thursday September 18 as part of the 8th Annual Hispanic Advertising and Media Conference. Portada interviewed him to learn about his views on Health Care Marketing and the impact of Obamacare on enrollment of Hispanic consumers.
Portada: What do you love about Health Care marketing? Solomon Romano, Multicultural Marketing Strategy Director, WellPoint: “I believe that access to health care is one of the more fundamental human needs, after food and shelter. I enjoy health care marketing because consumers are empowered to make better decisions about their overall health when they have the information they need. Early in my career I felt that the most palpable way too make a difference in people’s lives was through direct one-on-one outreach opportunities. While this work is very fulfilling and important, I now also understand how marketing decisions at a higher level can impact the wellbeing of many in an equally profound way. The part I like best about my job is that WellPoint is very much focused on the overall health of its members and the community. One of the programs we launched called Kickstart Your Health is focused on addressing certain health inequities that are more prevalent in the Hispanic community, such as diabetes and asthma. The program teaches Hispanic children and their families about asthma care and the importance of healthy eating and exercise in a fun and engaging way.”
I now also understand how marketing decisions at a higher level can impact the wellbeing of many in an equally profound way.
Do you think “Obama Care” has been a positive legislation for the Hispanic population? S.R.: “The Affordable Care Act has opened up the opportunity for millions of Hispanics to gain access to care — many of them having health insurance for the first time. Of course, there are many Hispanics that have had coverage for many years who take a proactive approach to managing their health. But there are many others we are meeting in the community every day who have never had health insurance don’t go for regular check-ups; and there are those who may have a chronic condition yet do not have regular access to care. These individuals are the ones who will benefit most from health care reform. By law, all the new individual plans offer zero copay on preventative care visits and no limitations on preexisting conditions. This means that everyone enrolled under the new plans can have access to care regardless of the condition of their health. And, with premium assistance, families who earn less can receive help to pay for the cost of their plan.”
In what way is marketing to the Hispanic population particularly challenging and interesting? S.R.: “As with all multicultural marketing, Hispanic marketing is challenging because of the wide range of nationalities and cultures that are encompassed under one general ethnic group. Not only do we have to adapt our message depending on the geographic market we are trying to reach, but we are also finding out that people in different locations frequent different types of venues and have different trusted sources of information. While these differences present a challenge, this is also what makes Hispanic marketing interesting, since one has to learn to understand the cultural nuances of each population you are trying to serve.”
Do you think a person needs to be Hispanic to be a good marketer towards the Hispanic population? S.R.: ” No, I don’t think this is necessary, but it’s important that the person has good observation skills and a natural curiosity to learn about other cultures and customs. The marketer needs to understand the common values that unite most Hispanics. And, it helps to know their customs, music preferences, preferred media, and beliefs as it relates to your product or service.”
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Colgate-Palmolive just announced that it has entered into a new mobile marketing partnership with the Hispanic Dental Association (HDA) in order to launch the toothpaste and oral health product company’s “Oral Health Month” campaign, this year. Starting today and running for the length of July, this mobile marketing campaign will be used to help families with a Hispanic American background to learn more about the importance and practice of proper oral care. The reason that this technique was chosen is that Hispanic Americans are increasingly reachable over smartphone channels using SMS. Within the mobile marketing campaign campaign, recipients of the SMS messages will be encouraged to text their zip code and the word “SONRIE” to the shortcode, 24474. For every pledge that they make throughout July, a local dental health clinic will receive $1.00 worth of products from Colgate, up to a maximum of $10,000 (and a minimum of $5,000), with a maximum of $80,000 worth of products being donated overall.
WellPoint, Inc., HolaDoctor, Inc., and Univision Communications Inc announced an exclusive media partnership that will provide valuable information to Hispanics who will be eligible for coverage in the newly formed health insurance exchanges later this fall. Under the partnership, WellPoint’s affiliated health plans in California, Colorado, Georgia and New York will be the exclusive health insurance sponsors of Univision’s Peabody Award-winning initiative “Salud Es Vida” (Health is Life). In addition to sponsored television and radio segments and weekly e-newsletters, consumers in each market will have access to information through monthly community town halls and meetings. Univision, HolaDoctor and the WellPoint plans will also collaborate to create a new online experience, a Health Insurance Center on Univision.com that will provide consumers with information about health insurance available in their communities as well as valuable information about health and wellness. The interactive Health Insurance Center will provide Hispanic consumers a place for information exchange and social support, and will feature trusted community leaders that will share information and guidance.
Coca-Cola announced a new Hispanic marketing campaign that celebrates the passion for the sport, the fans and the 30-year relationship with the Mexican National Team (MNT). The campaign includes a new television commercial titled “Wave,” that speaks to fans who share the love for the sport and the traditions that bring people together match after match. “The creative, developed by created by Ogilvy & Mather, will premiere July 1 on Univision Deportes. “Wave” hits billboards July 15 and print Aug. 14. The “Wave” spot is available for viewing at http://youtu.be/B_ko1hZ0Kog. The campaign also includes events during MNT tour matches across the U.S., and a summer retail program that includes point of sale, My Coke Rewards experience and sweepstakes for Coca-Cola fans. Before the U.S. tour matches, Coca-Cola will also bring to life Club Balón Rojo, experiential soccer workshops aimed to motivate teens to engage in physical activity, and provide them with educational tools to gain access to higher education and empower their communities.
Crown Imports-Modelo Especial
Modelo Especial, in partnership with FOX Soccer, will kick off the “Modelo Unido” promotion this summer to celebrate fans’ passion for the game by offering them a chance to win one of two grand-prize trips to Brazil in 2014 to discover fútbol on the world’s biggest stage. Modelo Especial will roll out special promotional packaging featuring in-pack codes that can be entered online for a chance to win. “Modelo Unido represents an opportunity to celebrate the overwhelming passion our Modelo Especial consumers and soccer fans share,” said John Alvarado, senior director, brand marketing for Crown Imports, the U.S. importer of Modelo Especial. “This summer we will encourage new fans to join our tribe of passionate supporters to discover the beautiful game over the beer that goes best with it, Modelo Especial.” As part of the promotion, fans can visit FoxSoccer.com/Modelo to access soccer-specific content including game highlights, match schedules and other soccer news. The promotion will be supported at retail via a new branded soccer goal display enhancer that ties in with the thematic POS offering.Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.
Crown Imports-Corona Extra
Corona Extra has debuted new creative designed to extend beyond the sun and sand and into the streets and space. The imported beer brand has produced an interactive billboard in New York called “Luna Corona” that uses astronomy to turn the wedge shape of a “waxing moon” into the iconic lime of a Corona.During a window of approximately two hours on selected days this summer, from scientifically identified viewing areas at a New York intersection, the lime-slice-shaped moon seems to rest inside the top of the billboard’s Corona bottle. “This astronomical opportunity aligns perfectly with Corona’s belief that finding your beach can happen however, whenever and, especially in this case, wherever,” said Craig Neely, senior director, brand marketing for Crown Imports, Corona Extra’s exclusive U.S. importer. “The ‘Luna Corona’ execution represents the kind of remarkable experiences our consumers will be seeking all summer long.”Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.
Sensis- New Media Director
Sensis, a cross-cultural digital advertising agency, hired Ken Deutsch to lead its media department.
Del Taco has added its popular returns Shredded Pork Carnitas product line to its summer menu for a limited time. The carnitas products include Carnitas Taco al Carbon, Carnitas Combo Burrito and — new this summer — Carnitas Loaded Fries.”With a great taste at a great value, these delicious carnitas menu items are unlike anything available in the quick-service category and they are a perfect fit with Del Taco’s strategy of emphasizing the lengths that we go to deliver quality on our menu,” said John Cappasola, chief brand officer at Del Taco.Also, for a limited time, consumers can find a coupon for a Free Carnitas Taco al Carbon with any beverage purchase on Del Taco’s Facebook page. Raving Fan eClub members will receive the coupon via email. The Macho Carnitas Burrito, Primo Carnitas Burrito and Carnitas Macho Nachos are available off menu by guest request, according to the company. Del Taco has more than 550 restaurants in 18 states.
Insurance Technologies Corporation (ITC), a provider of insurance agency marketing, rating and management software and services, announced today it has launched a Spanish language version of TurboRater for Websites, its online website rater. TurboRater for Websites will automatically detect the default language of the browser and, if it is set to Spanish, will automatically switch to the Spanish version. If the browser is not set to Spanish, the online consumer can manually switch it to Spanish from the welcome screen. When prospects complete their online quotes in Spanish through TurboRater for Websites, they will receive an email response from the system in Spanish.
New Jersey: Weinberger Law Group expands Spanish-speaking services
To meet the growing needs of both the Hispanic and Latino population in New Jersey, Weinberger Law Group recently added two bi-lingual attorneys to the firm as well as offering Spanish and Portuguese translated information on their website.
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