Marketing Health Care to Multicultural Audiences

September 1, 2014

// By Cheryl L. Serra //

Cheryl L. SerraIf you market health care, you know a cookie-cutter approach just doesn’t cut it. You need to determine a number of factors: Who makes health care decisions in the family? What does your audience believe about health care and health care providers?

Increasingly, you also need to consider how to market effectively to multicultural audiences. For example, the Hispanic population in the United States is expected to more than double, from 53.3 million in 2012 to 128.8 million in 2060.

Unsurprisingly, marketers are eager to reach this group—which will comprise nearly one in three U.S. residents. It’s not enough to simply translate marketing collateral from English to Spanish or other languages. You need to understand your audience and its culture.

Sana La Rana: A frog helps health care providers discuss difficult topics

Linda Lane González knows the power of a nursery rhyme to help Hispanic parents understand and improve their children’s health. González is President of Viva Partnership, a company specializing in marketing and advertising to U.S. Hispanic and Latin American audiences. She is also chair-elect of AHAA: The Voice of Hispanic Marketing, a trade organization specializing in reaching Hispanic organizations.


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