Hispanic Millennials and Health Care

Sep05

Posted by Jose Villa

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As we enter the second open enrollment period for the Affordable Care Act this fall, attention will inevitably turn to driving enrollment among the so-called “young and healthy” segment of 18- to 34-year-old consumers, many of whom are Hispanics. It has been well documented that the initial rollout of the ACA in the fall of 2013 saw initial challenges in enrolling “young and healthy” Hispanics. Numerous studies and news reports identified three key challenges to Latino enrollment:

  • Lack of trust
  • Lack of awareness (Commonwealth Fund survey)
  • Need for one-on-one education

The success in driving Latino enrollment during the final month of Covered California open enrollment (252,000 signed up) was largely attributed to expanded community partnerships, face-to-face interactions and in-language support. However, there has been limited research into the mindset of Hispanic Millennials on the topic of health to better understand some of the potential psychographic drivers behind their decisions to enroll and their underlying attitudes and beliefs related to health care.

The recently published second wave of the Hispanic Millennial Project research study, entitled “Hispanic Millennials & Healthcare,” provides one of the first glimpses into the health-related attitudes and beliefs of Hispanic Millennials. The study dives deep into Hispanic Millennial motivators and mindsets around health, wellness, diet, exercise, adoption of health related technology, health care insurance knowledge and enrollment and attitudes towards the ACA.

Some of the key findings of the research show Hispanic Millennials:

  • Rate their overall health more positively compared to non-Hispanic Millennials
  • Define health as having a good diet, feeling good, and exercising
  • Report lower levels of stress compared to non-Hispanic Millennials
  • View diabetes as the illness they are most concerned about getting in the future
  • Consult both their doctor and the Internet when seeking health-related information or advice
  • Have adopted technology into their health maintenance

The Hispanic Millennial Project also provides an interesting look at the differences between Hispanic Millennials and non-Hispanic Millennials, older Hispanics (35+), as well as comparing foreign-born vs. U.S. born Hispanic Millennials and Hispanic Millennials based on gender and income. These comparisons uncover some interesting insights, such as:

  • When compared with non-Hispanic Millennials, Hispanic Millennials are more likely to resist seeing a doctor unless it’s absolutely necessary and when they do consult a doctor, they are more likely to get a second opinion
  • Foreign-born Hispanic Millennials are more likely to define health as “having no physical problems” while U.S. born Hispanic Millennials are likely to define health as “feeling good” or “being fit”
  • Hispanic Millennials are more in favor of the Affordable Care Act compared to non-Hispanic Millennials
  • Foreign-born Hispanic Millennials are significantly more likely to choose traditional home remedies over medicine
  • Male Hispanic Millennials are more optimistic about their health than Hispanic Millennial females

 

The research also reveals some very important points of tension that characterize the health and wellness attitudes of Hispanic Millennials. These points of tension center on trust and frequency of doctor visits, inner well-being versus outside appearance, and the trustworthiness of online health information.

The big takeaways for health care marketers are that Hispanic Millennials have nuanced and sophisticated attitudes about health. They are early adopters of health technology. And while they continue to live in two worlds when it comes to health, many of their traditional cultural influences are becoming more aligned with mainstream attitudes embraced by non-Hispanic Millennials.

You can download a free copy of the Hispanic Millennial Project report at www.HispanicMillennialProject.com.

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Sensis Poised for The New “Total Market”

Aug26

Posted by Rosemary Kimani

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  On August 7th, 2014 I had the opportunity to represent Sensis and attend REFRAME: THE SUMMIT – The 2nd Annual Total Market Summit & Awards Event in New York City. Jeff Bownan, the founder in response to the emerging new marketplace describes REFRAME as an event that prepares brands and marketers for the new [...]

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Apple Has a Great TV Commercial, Why Does It Piss Me Off So Much?

Aug18

Posted by Javier San Miguel

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Among the 2014 Emmy Award nominees for Outstanding Television Commercial is “Misunderstood,” an emotional bit of holiday pathos delivered last December courtesy of Apple. The spot does everything a good TV ad should: it tells an emotionally resonant story in largely visual terms, seamlessly integrating brand and product placement in a relevant, consumer-based context. Too [...]

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Two Models for Two Hispanic Markets

Aug07

Posted by Jose Villa

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Two of the hottest topics in Hispanic marketing in 2014 have been the “Total Market Approach” and Hispanic Millennials. The emergence of the Total Market Approach in the last couple of years has kicked off a heated debate in the marketing industry around which marketing model makes the most sense: Multicultural Marketing – targeted marketing efforts to [...]

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Did Hemingway Write The World’s First Tweet?

Jul21

Posted by Javier San Miguel

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Legend has it Ernest Hemingway wrote the following line in response to a bar bet that he could write a complete novel in six words: “For sale: baby shoes, never worn.” Regardless of authorship, the line is certainly rich. Is this a woman’s story? Did she lose her child to abduction? Was it a miscarriage? [...]

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The Future of Advertising to Asian Americans

Jul17

Posted by Joyce Lu

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This past May, President Obama recognized the contributions of Asian Americans and Pacific Islanders to this country in his AAPI Heritage Month speech. Asian Americans have long been known as a fast growing population in the U.S., and they have now surpassed Hispanics as the largest immigrant group entering the U.S. from 2010 to 2012. [...]

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2014 FIFA World Cup: The Newest Digital Cross-Cultural Brand

Jul08

Posted by Jose Villa

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In the last year I have introduced a new approach to marketing which I have coined cross-cultural marketing. Cross-cultural marketing can best be defined as one marketing program that leverages ethnic markets to reach across both ethnic and general markets (i.e. the total market). Cross-cultural efforts start with ethnic segments and result in marketing programs that cross over [...]

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Leveraging America’s Diversity for Business Growth

Jun27

Posted by Rosemary Kimani

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In the US today, Hispanics, African-Americans and Asians are increasingly forming a larger part of our nation. According to new data from Geoscape, Asians, African-American and Hispanics will contribute nearly 90% of the population growth between 2014 and 2019.  Not surprisingly, Hispanics are driving this growth and by 2019, the United States will be home [...]

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Futurecasting Hispanic Millennials and the new “Hispanic Initiative”

Jun05

Posted by Jose Villa

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More organizations are paying attention to Hispanics and Hispanic Millennials are drawing a great deal of that attention for reasons discussed in our recently released Hispanic Millennial Project: Hispanic Millennials make up the second largest Hispanic cohort living in the U.S. – accounting for 25 percent of all Hispanics Hispanic Millennials account for a sizeable proportion [...]

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How #Cross-Cultural Trends are Influencing the Evolution of Music

Jun01

Posted by Daniel

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  For the past 50 years it seems as though America has under gone a cross-cultural phenomenon without taking notice.  The growing evolution of minorities has silently permeated into the U.S. Census figures, yet the majority of Americans are not recognizing from a self-awareness perspective, the positive contributions that cross-culturalism is having on American culture. Oftentimes, we take for granted many of the things in [...]

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