Healthcare Marketing to the Hispanic Community: A Growing Market Segment
The Hispanic population is growing, and so is its buying power. How will your health system meet their needs?
Hispanics are the largest, youngest, and fastest-growing population in the United States. Since 1970 — when Hispanics made up 5 percent of the population (about 9.6 million), the Hispanic population has grown more than sixfold. It’s projected that 1 in 3 Americans will be Hispanic by 2050.
Across industries, marketers are beginning to recognize the importance of connecting with Hispanic consumers. But healthcare marketers need to catch up.
Recognizing the need to fill the void, the marketing team at Montefiore Medical Center, a 2,059-bed academic medical center and teaching hospital serving one of the largest Hispanic communities in New York City, engaged the content team at eContent Digital to create original health news and information for the hospital’s Hispanic community.
“One of the things we found was there wasn’t relevant information that made people feel comfortable enough to reach out to their doctors or even think that there are doctors that can speak to them,” says Daniel Sokol, executive vice president and head of digital at eContent Digital, a digital marketing agency that specializes in marketing to Hispanic consumers.
Melissa Steinberg, senior director, marketing strategy & operations, who presented with Sokol at a recent conference, noted during the session, “It’s really important to us that we’re not only taking care of our patients and doing breakthrough research in our health system, but that we’re also reaching people in the community and creating health opportunities for them in the communities we’re serving.”
In a new article, we follow up with Sokol and his colleague Debora Gildenson, vice president of growth & partnerships at eContent Digital, to learn how Montefiore’s successful program addresses the critical need for health information for the Hispanic community in the Bronx.