2. Understanding the DNA of the
Mexican Hispanic Consumer:
Decoding Attitudes and
Beliefs Relating to!
Health-Seeking Behaviors!
Copyright April 2016!C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
3. 1. Baseline!
« Introduction!
« Hispanics in America!
« Research Description!
« Respondent Characteristics!
« Health Information and Media Preferences!
!
2. Health-Seeking Behavior!
« Healthcare Entry Points!
« Alternative Paths to Disease Management!
« Chronic Disease Management!
!
3. Macro Observations!
« Trusted Sources and Media!
« Issues in Diabetes Outreach!
« Cultural Attitudes Affecting Healthcare Delivery!
AGENDA!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
4. « Created to serve a diverse multicultural audience!
« Based in El Paso, TX, a perfect Hispanic test market
for where the nation is going !
« In 2013 we reinvented ourselves with a highlighted
emphasis on today’s U.S. Hispanic Market!
« We craft true culturally-relevant messages to help
brands have more meaning for all Hispanics,
regardless of their level of immersion in mainstream!
!
« American culture, while also sparking curiosity for
new experiences for non-Hispanic consumers!
Agency!
ESTABLISHED IN 1980!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
5. Hispanics in America!
« 55.3 million Hispanics in the U.S. as of 2014!
« 17.3% of the total population!
« Projected to grow to 28.6% of total!
population by 2060!
« 35.9 million are U.S. born!
« Mexican-origin Hispanics are the largest!
sub-group!
« Accounted for 64% of Hispanic!
population in 2013!
« Economic influence - $1.5 trillion currently!
« Projected to increase to $1.7 trillion in 2017!
An overview of Hispanic growth and economic influence.!
SOURCE: Pew Research – Statistical Portrait if Hispanics in the U.S. 1980-2013!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
6. U.S. Hispanic Sub-groups!
SOURCE: The Bicultural Reality Quantitative Study. Culturati Research, 2012.!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
7. LATINISTAS (Culturally Hispanic)!
Acculturation and Adaptation!
HERITAGE KEEPERS (Bicultural A)!
SAVVY BLENDERS (Bicultural B)!
AMERI-FANS (Culturally American)!
SOURCE: Nielsen-Culturati Hispanic Segmentation. September, 2015.!
Hispanic Culture is proven to be enduring and sustainable.!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
8. Research Sample Recruiting!
SOURCE: Nielsen-Culturati Hispanic Segmentation. September, 2015.!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
« Respondents were recruited from online panels where participants earn
points and rewards for their participation.!
!
« In order to qualify for the study, respondents!
had to self-identify as being Hispanics of!
Mexican descent – either born in Mexico!
or from Mexican parents.!
« When respondents were born in Mexico,!
they were asked to indicate how long they!
have lived in the U.S.!
« In addition, participants had to be!
responsible for making healthcare!
decisions in the home, and be at least!
21 years of age.!
9. Geographic Representation!
The geographic representation included 19 states across the nation.
Total of 1,119 respondents.!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
10. C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
Geographic Representation!
The geographic representation included 19 states across the nation.
Total of 1,119 respondents.!
11. « 622 preferred to participate in English!
« 497 preferred to participate in Spanish!
« Age range is 21 to 65+!
Language Preference!
44%!
56%!
ENGLISH!
SPANISH!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
12. How would you like medical or healthcare information
provided to you?!
Medium Preference!
26%!
Internet (+social)!
13%!
Doctor / Physician / HCP!
30%! Email!
ENGLISH!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
Most Trusted Sources:!
57% say they trust their Doctor,!
while 22% trust internet sources.!
13. How would you like medical or healthcare information
provided to you?!
Medium Preference!
17%!
Internet (+social)!
15%!
Doctor / Physician / HCP!
27%! Email!
SPANISH!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
Most Trusted Sources:!
37% say they trust their Doctor,!
while 24% trust internet sources.!
14. Across all ages women carry the largest burden
of caring for aging parents!
Caring for Aging Parents!
46%!
56%!CARING FOR AGING
PARENTS!
MAKE HEALTHCARE
DECISIONS!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
55%!
MORE THAN HALF OF!
SPANISH-SPEAKING HISPANICS!
LIVING IN THE U.S. 5 - 20 YEARS!
ARE MAKING HEALTHCARE DECISIONS
FOR THEIR PARENTS.!
15. Health-Seeking Behavior and Healthcare Entry Points!
“When I feel sick I…”!
Take Natural Remedies!
Wait it out Until I Feel Better!
Call My Doctor And Set Up Appt.!
Visit a Clinic or Urgent Care!
I Never Take Medicines!
Go to the Emergency Room!
1yr!
61%!
62%!
70%!
65%!
58%!
47%!
30%!
Agree! Disagree!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
21+yrs!
Living in the U.S.!
17. C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
5%!
12%!
15%!
27%!
41%!
11%!
12%!
7%!
27%!
43%!
ENGLISH! SPANISH!
Never!
Within the Last 6 Months!
From 7-12 Months Ago!
13 To 18 Months Ago!
24 Months Ago or Longer!
Routine Annual Check-Up!
Chronic Disease Management!
Things look promising.!
38% "Respondents ages 21 – 49 had a routine annual check-up in the last 6 months.!
18. C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
Chronic Disease Management!
CHOLESTEROL!
36% "Respondents ages 21 – 59 had a cholesterol screening in the last 6 months. !
18% "Respondents ages 21 – 49 have never had a cholesterol screening before.!
21%!
9%!
16%!
19%!
35%!
17%!
9%!
10%!
22%!
41%!
ENGLISH! SPANISH!
Never!
Within the Last 6 Months!
From 7-12 Months Ago!
13 To 18 Months Ago!
24 Months ago or Longer!
Cholesterol Screening!
19. C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
Chronic Disease Management!
HYPERTENSION!
49% "Respondents ages 21 – 59 had a hypertension test in the last 6 months.!
6%!
9%!
11%!
18%!
56%!
15%!
10%!
5%!
25%!
44%!
ENGLISH! SPANISH!
Never!
Within the Last 6 Months!
From 7-12 Months Ago!
13 To 18 Months Ago!
24 Months ago or Longer!
Hypertension Screening!
20. C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
Chronic Disease Management!
DIABETES!
30% "Respondents ages 21 – 59 had a diabetes screening in the last 6 months.!
26% "Respondents ages 21 – 49 have never had a diabetes screening before.!
30%!
10%!
15%!
17%!
28%!
21%!
11%!
10%!
22%!
36%!
ENGLISH! SPANISH!
Never!
Within the Last 6 Months!
From 7-12 Months Ago!
13 To 18 Months Ago!
24 Months ago or Longer!
Diabetes Screening!
21. Macro Observations: Diabetes Messaging!
« 29.1 million diagnosed, 12.8% Hispanic, 13.9% Mexican descent!
« 8.2 million undiagnosed, 87.3 million have pre-diabetes!
« 51% of all respondents (ENG and SPN) say they’ve never been tested!
« The vast majority of the 51% were ages 21 - 39!
« Adult Millennials are currently 18 - 34 years old!
!
Recommendations:!
« Target Hispanic Millennials in messaging!
« Test sooner and at younger ages!
« Promote Hispanic ethnicity as a “cultural indicator” for testing!
« Develop behavior change campaigns in English and Spanish!
« Use digital channels to hyper-target!
« Should not create “mirror campaigns” using translation!
« Do not use language as a proxy for cultural competence!
« Campaigns must be unique to the Hispanic experience!
C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
22. C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
Macro Observations:!
The Case for Cultural Fluency!
There are many culturally-based beliefs that inhibit health-seeking behavior and which can lead to
increases in poor health outcomes.!
!
« Fatalism: Is only one manifestation of a belief system that affects health-seeking behavior.!
« Temporal Orientation: Live in the present. Less consideration for our lives in the future.!
« External Locus of Control: Life is driven by destiny and outside forces.!
!
« Attitudes about Time: Time is flexible and relative. Punctuality is not a core value.!
!
« No symptoms – No urgency!!
!
Recommendation:!
Account for these attitudes as they impact non-compliance in healthcare delivery, such as:
patient enrollment and health system navigation, as well as marketing and messaging.!
23. C U L T U R E S P A N & M E R K A D O T E K N I A R E S E A R C H !
Macro Observations:!
Media Channels and Building Trust!
There is consistency across all respondents (ENG / SPN and all ages) when it comes to
preferred channels and trusted sources.!
!
Preferred Channel!
« 57% "Email!
« 43% "Internet (various resources + social media)!
« 26% "Direct Mail!
!
Most Trusted Source!
« 57% "Doctor!
« 46% "Internet (various resources including social media)!
!
Recommendation: When it comes to healthcare and behavior change marketing…!
« Challenge your perceptions about media mix!
« Be hyper-targeted in your digital approach!
« Use a physician to communicate important medical information!
« Produce bilingual, culturally accurate campaigns!
« Lead with culture, then with language!
