Posts Tagged ‘Latinos’

Latinos React Differently to Health Insurance Marketing

Saturday, March 8th, 2014

While we are the United States of America, we are made up of a wealth of different cultures and backgrounds.  Some health insurance marketing fails to take that fact into account.  In “Selling Health Care To California’s Latinos Got Lost In Translation,” NPR Station WCAI discusses the nuances with the Latino culture and health care.  The article specifically looks at California because 30% of the state speaks Spanish.  Unfortunately for many advertisers and health insurance companies, simply translating an English slogan or commercial to Spanish does not work.  Covered California, the state insurance exchange, started advertising benefits of the new health insurance laws that don’t actually appeal to many Hispanics.  Advertising the importance of not being denied coverage for pre-existing conditions is great for most Americans.  Many people have been denied individual health insurance or know someone who has.  But this article says that the majority of Hispanics in California not only have never even been insured, they also haven’t even shopped around for health insurance because they didn’t consider it.  Having health insurance isn’t typically a norm in their culture.

Another problem with the Covered California Spanish advertising is that the commercials end by listing a website to visit, but no phone number or address.  Latinos are all over the internet, but research has shown that they don’t prefer to do transactions online.  They would rather speak to someone on the phone or in person.  This especially holds true for purchasing health insurance because it can be complex, confusing, and many of them have never had health insurance before.  Officials say that they have been working on offering more locations for Latinos, as well as other residents, to be able to physically go somewhere and speak with someone about their health insurance options.

The Covered California name itself doesn’t really translate to something exciting and the ads have been perceived as “dry”, exactly the opposite of the Latino culture.  It’s seems simple as an outsider to see that you need to market your insurance plans differently to different cultures.  And in California, when 30% of the population is Spanish speaking, you have to account for that and the differences in the Latino culture.  It matters to the general population if Latinos sign up for health insurance coverage.  Why?  Latinos are younger and healthier, on average, so when they are in health insurance pools overall premium costs are lower for everyone else.  Only 6% of those who have signed up for the new California health insurance speak Spanish as their first language.  While the March 31 deadline for coverage sign-ups is fast approaching, an overall improvement in marketing strategy will help Latinos and the health care industry as a whole.