The Hispanic market continues to be one of the fastest-growing in the United States and reaching this audience requires a specific approach.
Let’s take a look at the basic keys to Hispanic marketing for doctors.
Know the differences
To state the obvious—the Hispanic market is not monolithic; even “Hispanic” is not always the correct name to use in identifying these prospects. In many cases, “Latino” is more appropriate. While Anglo-Saxon Americans may use the terms interchangeably, your potential audience does not.
“Hispanic” is defined broadly as anyone who has a Spanish-speaking origin. “Latino” refers more specifically to people from Latin America. Failing to understand precisely who you are tailoring your marketing to makes it more likely your voice will fall on deaf ears.
Generational differences apply in all demographics, but they can be even more pronounced in Hispanic and Latino communities. The immigrant generation in a family, typically older, often does not speak fluent English. The millennial generation speaks English, but still has a great appreciation for their family’s language of origin and general heritage. That has to be considered in your marketing.
Studies show that nearly 90 percent of Hispanics will take notice of online advertising that includes their culture. Whether the language in the ad is English or Spanish is less relevant than a general appeal to the Hispanic population.
It doesn’t do much good to attract a Spanish-speaking audience to your website if all the landing pages are written in English. Depending on the nature of your services and your market, federal law may even require you to have the website’s content available in Spanish.
The use of video is highly recommended for medical websites in all cases. In general, more prospects watch video than read content. Video is also a good way to start developing trust with its ability to be more personal.
These characteristics of video are even more important with your Hispanic audience. When your doctor puts up a video talking to them in their native language, it brings a feeling of comfort and trust that’s essential to any marketing campaign.
Different approaches to basic care
A study done by Hispanic Research found 2 key differences in the way Hispanics seek out their healthcare compared to the rest of the population. One difference is that referrals—important in any community—carry a heightened primacy for your Hispanic prospects. While marketing to a new audience excludes referrals, this insight underscores the importance of video and other communication forms aimed at building trust.
Another interesting insight was that Hispanics are less likely to admit to depression or anxiety. Hence, focusing on these problems in an initial ad outreach is unlikely to resonate. It’s something for a healthcare provider to bring up after the patient is in the door and trust has been established.