SlideShare a Scribd company logo
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

More Related Content

Similar to Healthcare Marketing Report: Engaging Hispanic Communities

The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
Sensis
?
Don't Let Your Commercials Look Like A Health Textbook
Don't Let Your Commercials Look Like A Health TextbookDon't Let Your Commercials Look Like A Health Textbook
Don't Let Your Commercials Look Like A Health Textbook
Cheryl Faux
?
Hispanic Millennial Attitudes Towards Health & Wellbeing
Hispanic Millennial Attitudes Towards Health & Wellbeing Hispanic Millennial Attitudes Towards Health & Wellbeing
Hispanic Millennial Attitudes Towards Health & Wellbeing
ThinkNow
?
The transcultural female hybrid green papers vol. 1
The transcultural female hybrid  green papers vol. 1The transcultural female hybrid  green papers vol. 1
The transcultural female hybrid green papers vol. 1
thegarnercirclepr
?
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Fabric, An Evoke Group Company
?
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Keleigh Thomas
?
Pitch presentation client
Pitch presentation clientPitch presentation client
Pitch presentation client
eweedy4
?
Black Women's Health Movement Launch Presentation
Black Women's Health Movement Launch PresentationBlack Women's Health Movement Launch Presentation
Black Women's Health Movement Launch Presentation
The Health Gap
?
Chapter 4Culture Competency and CEOD Process Immigrant Popula.docx
Chapter 4Culture Competency and CEOD Process Immigrant Popula.docxChapter 4Culture Competency and CEOD Process Immigrant Popula.docx
Chapter 4Culture Competency and CEOD Process Immigrant Popula.docx
robertad6
?
Addiction Internet Essay Student. Online assignment writing service.
Addiction Internet Essay Student. Online assignment writing service.Addiction Internet Essay Student. Online assignment writing service.
Addiction Internet Essay Student. Online assignment writing service.
Lori Gilbert
?
Mexican Immigration Essay. Essays about Immigration: Useful Tips For Everyone
Mexican Immigration Essay. Essays about Immigration: Useful Tips For EveryoneMexican Immigration Essay. Essays about Immigration: Useful Tips For Everyone
Mexican Immigration Essay. Essays about Immigration: Useful Tips For Everyone
Morgan Daniels
?
Consumerism & Democracy
Consumerism & DemocracyConsumerism & Democracy
Consumerism & Democracy
johnnygags
?
CDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
CDC Millennial Health Leaders Summit _Blog_Marie Lina ExcellentCDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
CDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
Marie Lina Excellent
?
Black Consumer Project Wave 3 - Health + Wellness
Black Consumer Project Wave 3 - Health + WellnessBlack Consumer Project Wave 3 - Health + Wellness
Black Consumer Project Wave 3 - Health + Wellness
ThinkNow
?
Cell Phone Persuasive Essay. 021 Should Cellphones Allowed In School Argument...
Cell Phone Persuasive Essay. 021 Should Cellphones Allowed In School Argument...Cell Phone Persuasive Essay. 021 Should Cellphones Allowed In School Argument...
Cell Phone Persuasive Essay. 021 Should Cellphones Allowed In School Argument...
Susan Neal
?
Culture is an attractive piece of our lives.docx
Culture is an attractive piece of our lives.docxCulture is an attractive piece of our lives.docx
Culture is an attractive piece of our lives.docx
studywriters
?
Empowering the True Healthcare Decision Makers – Women
Empowering the True Healthcare Decision Makers – WomenEmpowering the True Healthcare Decision Makers – Women
Empowering the True Healthcare Decision Makers – Women
Endeavor Management
?
Cultural Competence In Clinical Practice
Cultural Competence In Clinical PracticeCultural Competence In Clinical Practice
Cultural Competence In Clinical Practice
jazzylindsay
?
The Role of Sex in International and Domestic Advertising
The Role of Sex in International and Domestic AdvertisingThe Role of Sex in International and Domestic Advertising
The Role of Sex in International and Domestic Advertising
Trevor LaRose
?

Similar to Healthcare Marketing Report: Engaging Hispanic Communities (19)

The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
?
Don't Let Your Commercials Look Like A Health Textbook
Don't Let Your Commercials Look Like A Health TextbookDon't Let Your Commercials Look Like A Health Textbook
Don't Let Your Commercials Look Like A Health Textbook
?
Hispanic Millennial Attitudes Towards Health & Wellbeing
Hispanic Millennial Attitudes Towards Health & Wellbeing Hispanic Millennial Attitudes Towards Health & Wellbeing
Hispanic Millennial Attitudes Towards Health & Wellbeing
?
The transcultural female hybrid green papers vol. 1
The transcultural female hybrid  green papers vol. 1The transcultural female hybrid  green papers vol. 1
The transcultural female hybrid green papers vol. 1
?
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
?
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
Welcome to the Revelation Nation Series: A surprising look at today’s multicu...
?
Pitch presentation client
Pitch presentation clientPitch presentation client
Pitch presentation client
?
Black Women's Health Movement Launch Presentation
Black Women's Health Movement Launch PresentationBlack Women's Health Movement Launch Presentation
Black Women's Health Movement Launch Presentation
?
Chapter 4Culture Competency and CEOD Process Immigrant Popula.docx
Chapter 4Culture Competency and CEOD Process Immigrant Popula.docxChapter 4Culture Competency and CEOD Process Immigrant Popula.docx
Chapter 4Culture Competency and CEOD Process Immigrant Popula.docx
?
Addiction Internet Essay Student. Online assignment writing service.
Addiction Internet Essay Student. Online assignment writing service.Addiction Internet Essay Student. Online assignment writing service.
Addiction Internet Essay Student. Online assignment writing service.
?
Mexican Immigration Essay. Essays about Immigration: Useful Tips For Everyone
Mexican Immigration Essay. Essays about Immigration: Useful Tips For EveryoneMexican Immigration Essay. Essays about Immigration: Useful Tips For Everyone
Mexican Immigration Essay. Essays about Immigration: Useful Tips For Everyone
?
Consumerism & Democracy
Consumerism & DemocracyConsumerism & Democracy
Consumerism & Democracy
?
CDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
CDC Millennial Health Leaders Summit _Blog_Marie Lina ExcellentCDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
CDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
?
Black Consumer Project Wave 3 - Health + Wellness
Black Consumer Project Wave 3 - Health + WellnessBlack Consumer Project Wave 3 - Health + Wellness
Black Consumer Project Wave 3 - Health + Wellness
?
Cell Phone Persuasive Essay. 021 Should Cellphones Allowed In School Argument...
Cell Phone Persuasive Essay. 021 Should Cellphones Allowed In School Argument...Cell Phone Persuasive Essay. 021 Should Cellphones Allowed In School Argument...
Cell Phone Persuasive Essay. 021 Should Cellphones Allowed In School Argument...
?
Culture is an attractive piece of our lives.docx
Culture is an attractive piece of our lives.docxCulture is an attractive piece of our lives.docx
Culture is an attractive piece of our lives.docx
?
Empowering the True Healthcare Decision Makers – Women
Empowering the True Healthcare Decision Makers – WomenEmpowering the True Healthcare Decision Makers – Women
Empowering the True Healthcare Decision Makers – Women
?
Cultural Competence In Clinical Practice
Cultural Competence In Clinical PracticeCultural Competence In Clinical Practice
Cultural Competence In Clinical Practice
?
The Role of Sex in International and Domestic Advertising
The Role of Sex in International and Domestic AdvertisingThe Role of Sex in International and Domestic Advertising
The Role of Sex in International and Domestic Advertising
?

More from ThinkNow

ThinkNow 2024 Consumer Financial Wellness Report
ThinkNow 2024 Consumer Financial Wellness ReportThinkNow 2024 Consumer Financial Wellness Report
ThinkNow 2024 Consumer Financial Wellness Report
ThinkNow
?
ThinkNow Holiday Shopping Report -- 2023
ThinkNow Holiday Shopping Report -- 2023ThinkNow Holiday Shopping Report -- 2023
ThinkNow Holiday Shopping Report -- 2023
ThinkNow
?
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
?
ThinkNow Inclusive Beauty Report --- 2023
ThinkNow Inclusive Beauty Report --- 2023ThinkNow Inclusive Beauty Report --- 2023
ThinkNow Inclusive Beauty Report --- 2023
ThinkNow
?
Black Consumer Project Wave 4 - Media + Entertainment
Black Consumer Project Wave 4 - Media + EntertainmentBlack Consumer Project Wave 4 - Media + Entertainment
Black Consumer Project Wave 4 - Media + Entertainment
ThinkNow
?
Black Consumer Project Wave 2 - Finance + Banking
Black Consumer Project Wave 2 - Finance + BankingBlack Consumer Project Wave 2 - Finance + Banking
Black Consumer Project Wave 2 - Finance + Banking
ThinkNow
?
Black Consumer Project Wave 1 - Identity + Values
Black Consumer Project Wave 1 - Identity + ValuesBlack Consumer Project Wave 1 - Identity + Values
Black Consumer Project Wave 1 - Identity + Values
ThinkNow
?
Pride Month Report 2023
Pride Month Report 2023Pride Month Report 2023
Pride Month Report 2023
ThinkNow
?
Sustainability Report 2023
Sustainability Report 2023Sustainability Report 2023
Sustainability Report 2023
ThinkNow
?
How America Celebrates Holidays & Traditions: ?Black Americans
How America Celebrates Holidays & Traditions: ?Black AmericansHow America Celebrates Holidays & Traditions: ?Black Americans
How America Celebrates Holidays & Traditions: ?Black Americans
ThinkNow
?
The Digital Media Buyers Guide
The Digital Media Buyers GuideThe Digital Media Buyers Guide
The Digital Media Buyers Guide
ThinkNow
?
Gun Control Report 2022
Gun Control Report 2022Gun Control Report 2022
Gun Control Report 2022
ThinkNow
?
ThinkNow World Cup Report 2022
ThinkNow World Cup Report 2022ThinkNow World Cup Report 2022
ThinkNow World Cup Report 2022
ThinkNow
?
ThinkNow Culture Report 2022
ThinkNow Culture Report 2022ThinkNow Culture Report 2022
ThinkNow Culture Report 2022
ThinkNow
?
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent ReportThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report
ThinkNow
?
ThinkNow Web 3.0 Cryptocurrency Report 2022
ThinkNow Web 3.0 Cryptocurrency Report 2022ThinkNow Web 3.0 Cryptocurrency Report 2022
ThinkNow Web 3.0 Cryptocurrency Report 2022
ThinkNow
?
ThinkNow Pulse? Report 2022
 ThinkNow Pulse? Report 2022 ThinkNow Pulse? Report 2022
ThinkNow Pulse? Report 2022
ThinkNow
?
ThinkNow Smart Fitness: The Rise of Connected Fitness and Community
ThinkNow Smart Fitness: The Rise of Connected Fitness and CommunityThinkNow Smart Fitness: The Rise of Connected Fitness and Community
ThinkNow Smart Fitness: The Rise of Connected Fitness and Community
ThinkNow
?
ThinkNow Entrepreneurship 2021
ThinkNow Entrepreneurship 2021ThinkNow Entrepreneurship 2021
ThinkNow Entrepreneurship 2021
ThinkNow
?
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021
ThinkNow
?

More from ThinkNow (20)

ThinkNow 2024 Consumer Financial Wellness Report
ThinkNow 2024 Consumer Financial Wellness ReportThinkNow 2024 Consumer Financial Wellness Report
ThinkNow 2024 Consumer Financial Wellness Report
?
ThinkNow Holiday Shopping Report -- 2023
ThinkNow Holiday Shopping Report -- 2023ThinkNow Holiday Shopping Report -- 2023
ThinkNow Holiday Shopping Report -- 2023
?
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
?
ThinkNow Inclusive Beauty Report --- 2023
ThinkNow Inclusive Beauty Report --- 2023ThinkNow Inclusive Beauty Report --- 2023
ThinkNow Inclusive Beauty Report --- 2023
?
Black Consumer Project Wave 4 - Media + Entertainment
Black Consumer Project Wave 4 - Media + EntertainmentBlack Consumer Project Wave 4 - Media + Entertainment
Black Consumer Project Wave 4 - Media + Entertainment
?
Black Consumer Project Wave 2 - Finance + Banking
Black Consumer Project Wave 2 - Finance + BankingBlack Consumer Project Wave 2 - Finance + Banking
Black Consumer Project Wave 2 - Finance + Banking
?
Black Consumer Project Wave 1 - Identity + Values
Black Consumer Project Wave 1 - Identity + ValuesBlack Consumer Project Wave 1 - Identity + Values
Black Consumer Project Wave 1 - Identity + Values
?
Pride Month Report 2023
Pride Month Report 2023Pride Month Report 2023
Pride Month Report 2023
?
Sustainability Report 2023
Sustainability Report 2023Sustainability Report 2023
Sustainability Report 2023
?
How America Celebrates Holidays & Traditions: ?Black Americans
How America Celebrates Holidays & Traditions: ?Black AmericansHow America Celebrates Holidays & Traditions: ?Black Americans
How America Celebrates Holidays & Traditions: ?Black Americans
?
The Digital Media Buyers Guide
The Digital Media Buyers GuideThe Digital Media Buyers Guide
The Digital Media Buyers Guide
?
Gun Control Report 2022
Gun Control Report 2022Gun Control Report 2022
Gun Control Report 2022
?
ThinkNow World Cup Report 2022
ThinkNow World Cup Report 2022ThinkNow World Cup Report 2022
ThinkNow World Cup Report 2022
?
ThinkNow Culture Report 2022
ThinkNow Culture Report 2022ThinkNow Culture Report 2022
ThinkNow Culture Report 2022
?
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent ReportThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report
?
ThinkNow Web 3.0 Cryptocurrency Report 2022
ThinkNow Web 3.0 Cryptocurrency Report 2022ThinkNow Web 3.0 Cryptocurrency Report 2022
ThinkNow Web 3.0 Cryptocurrency Report 2022
?
ThinkNow Pulse? Report 2022
 ThinkNow Pulse? Report 2022 ThinkNow Pulse? Report 2022
ThinkNow Pulse? Report 2022
?
ThinkNow Smart Fitness: The Rise of Connected Fitness and Community
ThinkNow Smart Fitness: The Rise of Connected Fitness and CommunityThinkNow Smart Fitness: The Rise of Connected Fitness and Community
ThinkNow Smart Fitness: The Rise of Connected Fitness and Community
?
ThinkNow Entrepreneurship 2021
ThinkNow Entrepreneurship 2021ThinkNow Entrepreneurship 2021
ThinkNow Entrepreneurship 2021
?
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report 2021
?

Recently uploaded

Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
?
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
swethag283189
?
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
GNW Consulting
?
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
Markonik
?
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
SyrineTouati
?
How to Start Your Influencer Marketing Career
How to Start Your Influencer Marketing CareerHow to Start Your Influencer Marketing Career
How to Start Your Influencer Marketing Career
gchaitya21
?
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
Social Samosa
?
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
iamnavigato
?
Bumble users can use Al generated photos
Bumble users can use Al generated photosBumble users can use Al generated photos
Bumble users can use Al generated photos
techkidunia
?
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
GNW Consulting
?
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
suyogkulkarni39
?
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Aggregage
?
Distribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptxDistribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptx
SandeshAcharya17
?
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
amanprince3789
?
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
The Sparks Foundation
?
Digital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role JobssDigital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role Jobss
Landge Sachin Kumar
?
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
Mohammad Tauhidul Islam Khan Rifat
?
Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......
sahilshelar00718
?
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
?
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
SFC Today
?

Recently uploaded (20)

Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
?
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
?
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
?
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
?
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
?
How to Start Your Influencer Marketing Career
How to Start Your Influencer Marketing CareerHow to Start Your Influencer Marketing Career
How to Start Your Influencer Marketing Career
?
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
?
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
?
Bumble users can use Al generated photos
Bumble users can use Al generated photosBumble users can use Al generated photos
Bumble users can use Al generated photos
?
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
?
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
?
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
?
Distribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptxDistribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptx
?
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
?
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
?
Digital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role JobssDigital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role Jobss
?
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
?
Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......
?
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
?
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
?

Healthcare Marketing Report: Engaging Hispanic Communities

  • 1. Reject the Status Quo: No More Monoliths Changing the way Health Marketers think about and engage with the Hispanic Community
  • 2. 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. 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. 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. 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. 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. 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. 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. 9 Key Findings Hispanic Identity Age and the Acculturation Continuum Gender and Sexuality
  • 10. 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. 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. 12 Key Findings Hispanic Identity Age and the Acculturation Continuum Gender and Sexuality
  • 13. 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. 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. 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. 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. 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. 18 Key Findings Hispanic Identity Age and the Acculturation Continuum Gender and Sexuality
  • 19. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news