Can a seed sown in Miami or New York take root in the Caribbean? Can one planted in Los Angeles or San Antonio grow throughout Mexico? Absolutely - in the world of healthcare
marketing. An educational or promotional strategy sprouted in the U.S. can be cultivated throughout the Americas by tapping into the commonalities of the U.S. Hispanic community
and their Latin American cousins.
The U.S. Hispanic Community
The U.S. Hispanic community has exploded to a population of 32.4 million with $421 billion in buying power. While U.S. Hispanics speak the same language, they differ in
countless ways, including national origin, cultural norms and dialect. Healthcare programs must be tailored to the local Hispanic population, with materials in the proper Spanish
dialect and physician spokespeople who are representative of the area's cultural profile. These details can be the difference between brand loyalty and lasting mistrust.
The Ties That Bind
Despite these differences, Hispanic subcultures have a great deal in common. Most U.S. Hispanics, regardless of their country of origin, are grounded in a belief called
familismo, a sense of trust, love and involvement with family that is deeper than what most general market U.S. consumers experience. They also consider healthcare a top
priority and trust their physicians. Successful U.S. Hispanic healthcare programs target local organizations, community-based events, and Spanish-language media outlets, which
often reach from coast-to-coast and into Latin America.
Familismo
Familismo and close social ties can help export a U.S. campaign to Latin America via the most important means of communication among U.S. Hispanics and Latin Americans
alike: word-of-mouth.
Positive experiences with companies or products spread like wildfire in a U.S. Hispanic community, and across telephone lines to friends and family in their home countries.
Visiting relatives frequently take messages and materials home with them. This word-of-mouth communication and pass-along readership can create brand awareness before a program
or product is available in another country. As a result, the people of the Dominican Republic, Mexico or Argentina will be receptive to messages, laying the foundation for
lasting local partnerships.
The ability to create culturally sensitive healthcare programs for U.S. Hispanics will help turn the soil throughout Latin America - opening strong new markets for products
with pan-regional aspirations.