5/07/08- Almost 20% of the U.S. population is made up of Hispanic youth....can you believe that?! It's stunning to think! And get this...22% of the U.S. population is Hispanic and under 5 years old. Yes, Hispanics are set to become a major powerhouse of the U.S. population. And along with this increasing growth, means health care, health care, medical costs, health care, and guess what...yeah more health care.
So it's a burgeoning population, and Hispanic health care needs are set to be growing at an astonishing pace over the next decades.
So what's the secret when it comes to selling health care to Hispanics? Ah...the million dollar question.
Well here's a few thoughts from a Hispana marketer on targeting the market.
Churches- Places of worship. Hispanics who come to the U.S. are far from their roots, far from where they grew up, and far their communities where they grew up. Thus churches for many Hispanics tend to become a focal point for development of a comfort area/community as Hispanics move to the U.S. and start new lives. Targeting churches or becoming involved in church communities is a good way for companies to get involved with Hispanic communities.
Credit Cards- Many Hispanics don't have credit cards - especially those who have grown up in Latin America, so if you're planning to sell something to them....plan ahead and don't require a credit card number...i.e....have a way to get around that...for example can pay by credit card number or money order, or payment in person is allowed, debit from bank account etc. Only the very very wealthy in Latin America have credit cards. Those who are coming to the U.S. for work, are likely not yet used to the idea of paying for things by credit/debit.
Schools- Yes, schools are a great place to start. Get involved and get name recognition among this burgeoning young population. Book covers, pencils, erasers...you could even pass these out at church events as mentioned above.
Free clinics- Sponsor some! Find a Hispanic neighborhood and offer health tips, blood pressure screenings etc. Visit construction sites during lunch, pass out freebies or information. Great way to gain some name recognition among hispanics.
Internet- Don't forget, while you may be wired and online, alot of Hispanics are not yet online. Telling Hispanics to apply "online" may just lose a large, valuable customer base. A friend of mine works at a bakery, and she's commented to me, that when they tell Hispanics to apply on line....well, the Hispanics who apply just don't usually have Internet readily available.
Okay, so I could keep going...but I'll keep some ideas close to the vest for next time.
-La Marketer