Univision’s Patient Journey research also revealed an equal percentage of Hispanics and non-Hispanics reported being prescribed treatment. However, focus group participants expressed an internal tug of war when it comes to adhering to treatment – they understood that medication can help cure or manage their ailments, but also possess concerns which can often be traced back to lack of information. This results in overly inflated fears and/or expectations of treatment.
This finding brings to light the opportunity healthcare marketers have to connect with Hispanics in their language and culture – targeted communications that portray personable doctors or family situations can build trust within the Hispanic community. And they can dramatically lead to adherence of medications.
In addition to Univision’s Patient Journey findings, at the Forum Google presented numbers that showcase Hispanics’ thirst for Spanish-language health content. Overall, Spanish-language online health queries grew an average of 588% per sub-category from 2006-2011. Google compared Spanish-language and English-language search terms including “salud” (+272%) vs. “health” (+29%) and saw a higher growth rate in Spanish-language terms over the same time period.
If healthcare marketers use these findings to better understand Hispanic patients and to develop campaigns to truly engage them, the industry could capitalize on a $12 billion growth opportunity. To read more on the Patient Journey study, read Medical Marketing & Media’s coverage here.
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