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Reject the Status
Quo:
No More
Monoliths
Changing the way
Health Marketers think
about and engage with
the Hispanic Community
2
Klick Health is the world’s largest independent
healthcare agency and has made significant
commitments to cross-cultural marketing, with
an integrated capability that provides strategic
and executional support across all the
agency’s accounts, and to internal diversity,
equity and inclusion efforts.
ThinkNow is a full-service, cross-cultural
research technology company providing
insight solutions to help organizations thrive in
the culturally evolving and dynamically shifting
demographics of the U.S. consumer market.
The firm also owns and operates one of the
largest and most representative Hispanic online
panels in the industry, DigaYGane.com, which
provides sample to leading market research
companies around the world.
3
The New Majority America is here –Hispanics are a
key driver
Marketers need to
understand America as a
majority multicultural society
The Hispanic population is a key driver of this shift
of the population growth
between 2010 and 2020 came
from multicultural Americans
100%
Americans under 18 are
already majority multicultural
$2.6 Trillion
The Hispanic market is worth
It’s growing faster
than the GDP of
China and India!
In 2021, there were 63
million Hispanic Americans.
By 2050, Hispanic
Americans will represent
26% of the population or
~100 million.
Hispanics are
projected to account
for 62% of total US
population growth in
the next 5 years
62%
2021 2050
63
million
~100
million
Source: Sol Trujillo, Co-Founder of L’Attitude
Source: US Census, 2020 Data Source: US Census, 2021
3
4
Cross-Cultural
Marketing is
simply effective
marketing
Developed by the Association
of National Advertisers (ANA)
Consumers who see ads as culturally relevant are…
MORE
LIKELY
1.5X
to learn additional
information about a brand
MORE
LIKELY
2.7X
to buy from a brand
for the first time
MORE
LIKELY
50%
to repurchase a brand
MORE
LIKELY
2.8X
to recommend the brand
to find the brand relevant
MORE
LIKELY
2.6X MORE
LIKELY
3X
to find the ad relevant
5
Yet most marketers have
not embraced this new
reality
It’s beyond time for marketing efforts to be more
representative and inclusive in the healthcare
space. This is one important way to begin to
address long standing health inequities.
Efforts have been hampered by the lack of health
and pharma insights that are both broad enough
to drive understanding of overall Hispanic health
attitudes & behaviors and specific enough to
illuminate the nuances of intersectionality.
42% of the
U.S. population
are
multicultural
consumers
yet only 5.2%
of total
advertising &
market spend
Source: ANA Multicultural Forecast 2019
6
Current research methods and available insights
do not effectively support cross-cultural
marketing
Recommend a Cross
Cultural campaign or
approach to a brand
Search for data to
validate, target
and develop
impactful
programs
Available data is
too broad, too
specific, too out of
date and rarely
from a marketing
point of view
Unable to proceed
effectively, support
for future campaigns
is undermined
7
So we set out to address the insight gaps
The research was intentionally designed to allow for discovery at each stage
Field: July 6-10 2021
Needs & Barriers
(Qualitative)
Attitudes & Behaviors
(Quantitative)
Uncover the ‘Why’
(Qualitative)
1 2 3
Field: August 5-25 2021 Field: September 14-16 2021
Online
Discussion Board
Online Survey Focus group
(via Zoom)
8
Different communities approach health
differently
To honor the nuances of Hispanic health within the community versus continuing to
center the non-Hispanic experience as the baseline for analysis, we looked at the
intricacies of Hispanic health attitudes and behaviors through these lenses:
Hispanic Identity Age and the
Acculturation
Continuum
Gender and
Sexuality
9
Key Findings
Hispanic Identity Age and the
Acculturation
Continuum
Gender and
Sexuality
10
Ethnicity is complex for
Hispanics
Salvadorans weren’t the only group who aligned with otherness. While
the question of race offered a diversity of options, more than a quarter of
our Hispanic respondents chose to describe their ethnicity as ‘Other’.
This may reflect either identification with indigenous heritage,
or a preference to select Hispanic as their race AND their ethnicity.
“Black Latinos don’t necessarily have the same experience
as Latinos who are not Black. I, personally, do not identify as
Latino because Latino means Latin and Latin, it means white.
And I’m not white, so I just call myself Afro-Taíno ’cause
that’s what I am.”
- Pose star Indya Moore who is of Puerto Rican and Dominican descent in Vox
10
Image Source: By Peabody Awards - Screenshot from vimeo, CC BY-SA 3.0,
https://commons.wikimedia.org/w/index.php?curid=82157004
11
Consider this…
There is no single look when it comes to
casting Hispanic talent. Does your work
represent the racial diversity of your
audience when it comes to skin tone, hair
texture, body shape and size?
When you recruit for your market
research are you considering markets that
represent different countries of origin?
12
Key Findings
Hispanic Identity Age and the
Acculturation
Continuum
Gender and
Sexuality
13
Acculturation – most
important driver of
difference
Acculturation ac?cul?tur?a?tion
Acculturation is the process of cultural and
psychological change that takes place as
a result of contact between cultural groups
? More Acculturated - more in common with the
the new culture
? Less Acculturated - less in common with
the new culture
? Bi-Cultural - Combining the cultural
attitudes and customs of both cultures
For this research “acculturation” was a
calculated metric combining multiple
questions including nativity, cultural
attachment and language preference.
Most Acculturated
27.7%
Less Acculturated
25.3%
Bicultural
47%
Acculturation level (derived value). Klick + ThinkNow New Majority America research
14
Many marketers assume older
Hispanics are less acculturated
and younger Hispanics are more
acculturated.
Not so.
MILLENNIALS
(pattern is similar for
Generation Z)
26%
Less Acc.
51%
Bicultural
BOOMERS
22%
Less Acc.
39%
More Acc.
Mean Age
39.48
LESS ACCULTURATED
Mean Age
37.33
BICULTURAL
Mean Age
41.80
MORE ACCULTURATED
15
Greatest difference between
Less Acculturated & More Acculturated
Q33. When you need to see a doctor, health
expert or health professional, what type of
location or facility do you go most often?
Q35. Which of the following types of stores
have you shopped at in the past 90 days?
Doctor’s office/
private practice
29%
Community clinic
38%
54%
20% 18%
7%
Independent
Pharmacy
18%
Online, from
Amazon
14%
9%
15%
28% 29%
Bicultural
More
Acculturated
Less Acculturated
More Acculturated
Hispanics also
displayed different
attitudes and
behaviors from
non-Hispanics as
well – a truly
distinct group.
LEGEND
16
Biggest generational shift: Attitude
towards mental health
Mental illness and seeking help seen
as “crazy” by older generations
Millennial/Gen Z fight
against the stigma
Gen X straddles the
generation gap
“I would tell my mom about what was
going on and she would say stuff like
ay, déjate de tonterías.”
- Ivette (translation: Quit it with the silly stuff)
“My dad would say ‘Why spend money
on psychologist? You have to be
strong, don’t think about stupid things.’”
Richard (NYC, NY)
“I told my mom “it’s okay to cry,
to feel sad”
- Ivette
“I never knew what anxiety was…
I taught my son deep breathing,
but it wasn’t working so we sought
medical therapy for him and he
really benefited from it.”
- Maria (Los Angeles, CA)
“You don’t want to talk about
[mental health] unless you really
want people to think you’re
crazy…If you go to psychologist,
you’re crazy…. You’re careless..
Those people are crazy, and they
don’t know.”
- Nicandro (Compton, CA)
17
Consider this…
Less-acculturated audiences are not
automatically older. Acculturation is a
continuum that transcends age.
Are your communications and
channels relevant and impactful by
age and acculturation level?
18
Key Findings
Hispanic Identity Age and the
Acculturation
Continuum
Gender and
Sexuality
19
Hispanic women prioritize
the wellness of others
over their own health
“[I] would rather take more of a
chance on myself, but not my kids…
[i] trust the expert with my kids”
"The pain is weakness leaving the
body… I’m the head of household,
I don’t have time for that"
“It’s hard to be sick and be a mom
and get everything done for everyone
else and take care of yourself.”
Karina (Millennial) Ivette (Millennial) Naomi (Gen X)
20
rate their overall health as good
(even though 59% report having
a health diagnosis)
49%
say they have a strict health
and wellness routine
33%
consider themselves health
influencers in their social circles
(friends often ask for advice)
30%
All significantly higher
than Hispanic women
Male participants in the qualitative research
told us that they try to manage their own health
as much as possible and avoid going to an HCP
Hispanic Men (of all ages) may be
overconfident about their health
Male participants in the qualitative
research told us that they try to
manage their own health as much as
possible and avoid going to an HCP
say that doctors
know best
36%
follow through with
their prescribed
treatments
84%
“IF I’M FEELING GOOD AND THERE’S NO
PROBLEM, I DON’T WORRY ABOUT IT”
- Nicandro (Gen Xer)
BUT WHEN THEY DO SEE AN HCP THEY TEND TO LISTEN:
21
Important nuances exist in
LGBTQ+ health
LGBTQ+
Hispanics
Heterosexual
Hispanics
33%
47%
say that the ideal health expert
for me is someone who affirms
my sexuality and gender
identity
39%
Members of the Hispanic
LGBTQ+ community want
HCPs who make them
feel safe and seen
Hispanic LGBTQ+ers
(the highest percentage of any
Hispanic subgroup)
38%
Hispanics in general tend
toward seeking care at
community clinics more
than non-Hispanics
Approximately 1/3
experiencing mental
illness like Anxiety or
Depression
(among the highest of any
Hispanic subgroup and
significantly more than
heterosexual Hispanics)
These clinics often play an
important role both in creating
stigma-free spaces and as active
members of the community
report having a good
state of health
(a health disparity also
present in non-Hispanics)
22
Consider this…
Understanding how gender plays into health
management can help researchers interpret
data through a culturally conscious lens.
LGBTQ+ Hispanics have unique decision
making when it comes to who the key
players are in their health routine, where,
and when to seek out health services.
Does your brand experience include areas
of trust for this demographic and meet them
where they are?
23
Other Key Finding: Hispanics are significantly
more interested in technology, including health
tech
This holds even
more true for older
Hispanics.
Hispanic Baby Boomers
are more likely to be
comfortable with
technology, stay up to
date with technology
and to believe
technology can help
them lead healthier
lives than Non-Hispanic
Baby Boomers.
Hispanic
Overall, I am very
comfortable using
technology-based
products and services
It is important to me
to stay up to date
with technology
I believe that
technology can help
me live a healthier life
59%
50% Non-Hispanic
Hispanic
56%
44% Non-Hispanic
Hispanic
51%
43% Non-Hispanic
24
Those attitudes translate into health tech ownership at the
same rates as non-Hispanic
Hispanic
62%
60% Non-Hispanic
Own any health device
Vital signs monitor
Smart watch
Mental health app
Hispanic
22%
23% Non-Hispanic
Hispanic
25%
21% Non-Hispanic
Hispanic
10%
12% Non-Hispanic
Hispanic Baby Boomers
are the most likely
generation to own these
(at rates consistent with
non-Hispanic Boomers)
Hispanic Baby Boomers
are the least likely
generation to own these
(at rates consistent with
non-Hispanic Boomers)
SPECIFIC DEVICE OWNERSHIP:
25
Lack of consideration around
intersectionality can cause certain
messaging to be alienating to different
identities within Hispanic populations.
What it all means
These implications have outcomes:
misunderstanding of cultural health norms
can lead to delayed and mis-diagnoses
contributing the ongoing health inequities.
One-size fits all
approach can be
a waste of
“targeted” $$
Relevant sub-cultural
nuances can have
great impact
Acculturation and age
are not mutually
exclusive, and one does
not determine the other
Racial identity and
heritage is complex
and ever-evolving
fueled by movements
to reclaim African and
Indigenous roots
26
Bios & Contact Info
Amy Gómez
SVP, Diversity Strategy, Klick Health
Amy Gómez leads the Cross-Cultural
Marketing capability for Klick Health.
She is a cross-cultural marketing
thought leader with over 20 years’
experience helping Fortune 500
companies communicate effectively
with diverse consumers.
In 2021, Amy was included in the
PM360 ELITE list of the 100 most
influential people in the healthcare
industry, and was honoured with the
‘Transformational Leader’ award.
Meredydd Hardie
VP, Cultural Intelligence, Klick Health
Meredydd Hardie is responsible for
building out the Cultural Intelligence
practice at Klick Health, delivering
insights to help pharmaceutical brand
clients move at the speed of culture.
Keri Hettel
SVP, Intelligence, Klick Health
Keri Hettel is SVP, Intelligence at Klick
Health, where she works with her team
to ensure all client work is built from an
understanding of the intersection
between business needs, competitive
insights, cultural nuances and
audience insights/feedback.
27
Bios & Contact Info cont.
Olivia Nguy?n
Director, Brand Strategy, Klick Health
Olivia Nguy?n is a healthcare brand
strategist at Klick Health. A former
neuroscience researcher in mental
health and addiction at the Veteran
Affairs Healthcare System, Olivia
currently works at the apex of brand
strategy, cross-cultural marketing and
data intelligence, ensuring equity
across underrepresented groups across
a variety of health and wellness brands.
Kristin Tolbert
Director, Cross-Cultural Marketing,
Klick Health
Kristin Tolbert is Director, Cross-Cultural
Marketing at Klick Health. She has
worked as a strategist at both big shops
and boutique agencies across various
industry verticals to bring to life both
targeted and total market campaigns
grounded in authenticity and altruism.
28
Carlos Yanez
Senior VP of Custom Research
Carlos has more than 15 years of experience designing and
executing marketing research studies among multicultural
and general population consumers. Carlos has consulted
on and/or managed literally hundreds of research studies –
from study design through reporting and analysis.
He has managed many large-scale, multi-mode research
projects across a number of categories and has a great
deal of experience in both quantitative and qualitative
methodologies. Clients that Carlos has worked with include
Eli Lilly, Merck, Wells Fargo, Coca-Cola, Novartis, Kraft,
Colgate-Palmolive, Dr. Pepper-Snapple Group, The
California Endowment, Nestle, DishLatino and many others.
Jannet Torres
VP of Custom Research
Jannet Torres is the VP of Custom Research for ThinkNow
and a seasoned researcher with expertise in qualitative
and quantitative methodologies.
As a bilingual-bicultural researcher, Jannet has a unique
understanding of Hispanic culture and the acculturation
process into mainstream America. She is a trained
moderator, with an emphasis on Spanish-speaking
audiences, and has been praised by clients for her ability
to establish rapport with consumers of different ages,
acculturation levels, socio-economic status, and
countries of origin.
A native of Venezuela, Jannet holds a B.S. degree in
Industrial Engineering from Tennessee Tech University and
a Masters in Business Administration with concentration in
Market Research from the University of South Carolina.
Bios & Contact Info cont.
Thank you

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