Heart Health Month and Hispanic Healthcare Marketing

In line with February being Heart Health Month it is valuable also to highlight that cardiovascular disease CVD represents the second leading cause of death for Hispanics after only amp160canceramp160 In 2010 the American Heart Association AHA established their goal to reduce deaths from CVD and stroke by 20 and to improve the cardiovascular health CVH of all Americans by 20i Significant progress has been made but data suggest that more efforts are needed to further reduce the burden of heart disease among Hispanics so that the goal can be metiiAccording to the National Health and Nutrition Examination Survey data Mexican Americans ages 20 and older have a high prevalence between 3050 of high cholesterol and substantially lower rates of high cholesterol screening awareness treatmentamp160and control rates when compared to nonHispanicsiii Hispanics number approximately 58 million or 18 of the total US population Data from the latest Census report indicate peak levels of healthcare insurance coverage of approximately 838 vs 933 of nonHispanicamp160with approximately 516 privately insured vs 736 of nonHispanic and data from pharmaceutical market reports reflect the important contribution of Hispanics to the prescription segment which is estimated at approximately 31 billion 9 of total marketivPath to TreatmentAmong selfreported diagnosed cardiovascular conditions the Nielsen study called attention to the fact that Hispanics despite having a relatively higher prevalence of CVD risk factors reflect lower awareness of the key modifiable risk factors including the role of a healthy diet 55 vs 77 nonHispanic overweightobesity 59 vs 68 nonHispanic exercise activity level 35 vs 55 nonHispanic high cholesterol 18 vs 22 nonHispanic and high blood pressure 22 vs 33 nonHispanic but indicated higher rates of having a T2 diabetes diagnosis 23 vs 14 nonHispanicInterestingly the Nielsen results suggest that Hispanic patients are consistently more proactive than nonHispanics in seeking health information from television and digital media 52 vs 20 searched for more information after seeing a TV ad and asked health care providers 27 vs 8 for their preferred branded treatment Hispanic consumers engage heavily with information from their family friendsamp160and their primary care physicians In fact 39 of Hispanics are more willing to challenge their physician if not prescribed the brand of medication they asked for as compared to 25 of nonHispanicsHowever marketers are missing the mark on effective messagingamp160and are challenged to align to Hispanic consumers39 buying power and ad consumption The need to have information available in Spanish to ensure message comprehension cannot be understatedIn the end education and awareness are key in reaching the Hispanic consumer There is a greater need to inform and empower the Hispanic community in relation to their health Outreach through mass media channels is an integral tool in increasing Hispanic awareness and improving health outcomesUnderstanding the Path to PurchaseThe Nielsen study also explored Hispanics39 emotions beliefsamp160and attitudes toward OTC products and several illnesses including allergies pain cough and cold and the need for vitamins Reaching out to these consumers in Spanish not only captures Hispanics39 attention but it resonates as wellamp160 A majority amp16053 of Hispanics feels that ads inlanguage are much easier to understand and 52 have a more favorable opinion of brands that advertise in Spanish Communicating in Spanish offers brands the opportunity to create a stronger deeper connection with Hispanic consumersBrand loyalty also presents a key opportunity for marketers Hispanic consumers are extremely loyal when it comes to shopping for their favorite brands and will go out of their way to purchase them In fact 60 will search for a preferred brand at a different store if the product is not available versus 49 of nonHispanicsMarketers should also keep in mind that once Hispanic consumers39 loyalty has been earned they will become valuable brand advocates They are twice as likely to recommend and buy overthecounter products to share with their friends and family Further information about the NielsenHispanic Patient Journey study can be found at UnivisionnetHispanichealthcarejourneyi Disparities in Idealamp160Cardiovascular Health A Challenge oramp160an Opportunity CJ Rodriguez Circulation 2012ii Blacks Hispanics Less Likely to Achieve Blood Pressure Control Argulian Circulation Cardiovascular Safety and Outcomesiii High Cholesterol Awarenessamp160and Control Among HispanicLatinos Results from the Hispanic Community Health Study Study of Latinos CJ Rodruiguez J Am Heart Association 2015iv Symphony Health TRx Dollars MAT Ending June 2015 2016 Based on Adults 18 with Known EthnicityClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Heart Health Month and Hispanic Healthcare Marketing

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Carlos Gutierrez

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