“If it were a standalone country, the U.S. Hispanic market buying power would make one of the top twenty economies in the world.”
– Nielsen, State of the Hispanic Consumer Report – 2012
Latinos are a fundamental component of market success and not a passing niche on the sidelines. Even if all immigration is halted the rapid growth of US Latinos will persist. Latinos have amassed significant buying power, despite perceptions to the contrary. Hispanics are the largest immigrant group to exhibit significant culture sustainability and will not disappear into the American melting pot. Although, the technology and media use by Hispanics do not mirror the general market they have distinct patterns due to language and culture. Latinos also have a different ownership dynamics than their general market counterparts.
Source: Nielsen, State of the Hispanic Consumer Report/Q2-2012
In today’s slow growth economy, the Hispanic market is the fastest growing demographic segment in America in population & buying power.
At approx. $16K, the per capita income of US Hispanics is higher than that of the highly coveted BRIC countries (Brazil, Russia*, India & China). *Russia is at par. A $30 Billion Market Potential!
Source: Goldman Sachs, BRIC Monthly Issue, June 2011
Latinas make up over 80% of all purchase, household and family decision. Mom is the gateway to the family.
CULTURAL VALUES IMPACT HEALTHCARE BEHAVIOR
BARRIERS FOR HEALTHCARE MARKETING
Disease prevalence is rising among Hispanic Americans and many of these barriers include language, fear, lack of access, medical requirements,lack of time, lack of qualified in-language professionals, budget limitations and cultural values.
RELIGION & SPIRITUALISM
In Hispanic culture, religion and spiritualism play a significant role in how Latinos perceive health. Below are a few quotes that are commonly heard in Latino households when discussing issues dealing with health and wellness and display the belief that health & wellness are in the hands of God.
“Que sea lo que Dios quiera” It is God’s will; what will be, will be.
“El hombre propone y Dios dispone” Man can propose but God has the final word.
“I believe my fate is in God’s hands” ranks #7 among barriers to seeking medical care among Hispanics vs. #20 among NHs.1
Health is NOT in our individual control.
“De algo me voy a tener que morir” I’m going to die of something, no matter what.
“Lo que no mata engorda” What doesn’t kill me will make me fat.
BEYOND THE NUCLEAR FAMILY
The Hispanic family is not limited to Mom, Dad and 2.5 kids. In fact, the context of Family in Latin culture extends to grandparents, aunts & uncles, Madrinas (Godmothers) and cousins. Culturally, we are never independent of family nor envision a future life without our family. And yes, in the larger, external world Family are also the friends who helped us when we arrived and those around us that help fill the vacuum of those we left behind.
3.8 family members per HH (2.5 in Non-Hispanic Households or +52%)
POWER, DISTANCE AND AUTHORITY
A power distance culture values conformity and obedience; respect fuels trust. Doctors are figures of authority and knowledge thus, are not questioned.
Only 29% of Hispanics say their doctor discusses the benefits and side effects of his/her recommendations vs. 53% of NHs.
Source: 1) UCI Patient Journey Proprietary Research Note: Survey respondents reflect symptomatic or diagnosed patients suffering from at least one of 9 diseases measured in the study. Only 29% of Hispanics say their doctor discusses the benefits and side effects of his/her recommendations vs. 53% of NHs.1
BODY, MIND & SOUL
•Origin of holistic behavior is traced to Hispanic Folk Healing “Curanderas”
•Illness is a result of supernatural or spiritual causes
•Thus, concept of PREVENTION is alien in this context
•Complementary and alternative medicine (CAM)
“I prefer to use natural home remedies including herbs and food products” ranks #4 among barriers to seeking medical care. 1
Use of home remedies for primary healing delays visit to doctors.
Source: 1) UCI Patient Journey Proprietary Research; among those who visited a doctor and have a positive relationship. Note: Survey respondents reflect symptomatic or diagnosed patients suffering from at least one of 9 diseases measured in the study.
•Community is more important than self
•“We, not I”
•Family networks, Cadenas de Oracion
HOW DO WE CRACK THE CODE?
Cultural LinkingSM is the analytical process by which we distill cultural insights among consumers and correlated these to a brand’s values to foram a strategic, unique and unbreakable link between your brand and your target consumers. The resulting Cultural LinkSM can then be applied by the brand in its marketing and communications efforts to foster engagement and growth among new cross-cultural consumers.
CONSIDERATIONS FOR RX & OTC MARKETERS
• Mom is the gateway to family and community. Female HOH’s reach & influence the extended family.
• Be consistent. Earn their respect and they will listen to you.
• We must go beyond language in order to affect behavior change.
• Demonstrate your brand truly understands and embraces the cultural differences as they relate to
health & wellness.
• Education empowers, give them the tools.
• Acknowledge spiritual and holistic beliefs to healing.