Social Media Initiative Focuses on Positioning Advocate Aurora Health As a Provider of Choice Among Growing Hispanic Market
// By Brian Griffin //
One of the Midwest’s largest health systems is effectively using social media to reach its Spanish-speaking population with information about COVID-19 and important health services for the community.
As diversity, equity, and inclusion continue to increase in importance, Advocate Aurora Health has been making strong progress in connecting online with the more than 2.2 million Hispanics who live in its service area.
The Illinois and Wisconsin provider launched a market-wide social media initiative at the end of 2019 designed to “position the organization as a Spanish-language leader in the social space and a preferred choice for health care,” according to Sarah Scroggins, director of social media.
A major impetus for the initiative, says Scroggins, was Facebook IQ research performed by the Latinum Network that found 80 percent of Spanish-dominant Hispanics in the U.S. prefer to read internet content in their native language, and that they are 1.4 times more likely to buy a product if they see an ad in Spanish. The study also revealed that many U.S. Spanish-dominant Hispanics view brands more favorably that advertise in Spanish (see Figure 1).
Figure 1.
