“SALUD” VERSUS “HEALTH”: DOES MARKETING TO HISPANICS MAKE AN IMPACT?

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ
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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.

Read More: By Eric Talbot VP Brand Solutions of Univision Communications

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WHICH SOFT DRINK IS PLACING ITS BET ON THE HISPANIC MARKET?

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Dr Pepper Snapple is trying to put its marketing dollars where it sees the best returns, shifting resources to local from national advertising, onto social media and toward the fast-growing Hispanic demographic, The Wall Street Journal reports. While total dollars spent may rise only slightly, the company says it is getting more impact for its spending. Dr Pepper Snapple expects its sales this year to grow 3%, the low-end of its long-term target.

Dr Pepper Snapple Group, based in Plano, TX, is an integrated refreshment beverage business marketing more than 50 beverage brands to consumers throughout North America. In addition to its flagship Dr Pepper and Snapple brands, the company’s portfolio includes 7UP, Mott’s, A&W, Sunkist Soda, Hawaiian Punch, Canada Dry, Schweppes, Squirt, RC Cola, Diet Rite, Penafiel, Rose’s, Yoo-hoo, Clamato, Mr & Mrs T and other well-known consumer favorites. It employs approximately 19,000 people and operates 22 bottling and manufacturing facilities and more than 200 distribution centers across the United States, Canada, Mexico and the Caribbean.

Read More: http://www.portada-online.com/article.aspx?aid=9227

SUBSCRIBE to The Hispanic Blog to stay on top of the latest latino news, politics and entertainment!

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If you have any questions, concerns or simply would like to get a quote on my Marketing, Public Relations, Social Media and/or Events services, please feel free to contact me at thehispanicblog@gmail.com.

God Bless and make it a fabulous day!

powered by Influential Access – “Transforming the Ordinary to EXTRAordinary!” – CEO – Jessica Marie Gutierrez – Creator of The Hispanic Blog #thehispanicblog