Trends Report

Hispanics And Health Insurance

How To Market To Those With And Without Coverage

January 17th, 2007
Tamara Barber
Julie Snyder
With contributor:
Bradford Holmes


Hispanic healthcare consumers are well-represented among both the insured and the uninsured, with demographic and behavioral differences clearly evident between those two groups. To best market to the Hispanic healthcare consumer, it's important to understand how insurance coverage reflects not only acculturation, but characteristics like online saturation, cost concerns, and healthcare research tendencies. With a high percentage of Hispanics in the uninsured community, insurance marketers will need to pay special attention to what makes these consumers tick, understanding that typical methods and messages used to reach new prospects for individual coverage will not necessarily apply to Hispanics.

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