Some doctors think that all they need to do launch a Hispanic medical marketing program is to have their marketing materials translated into Spanish. But an effective program requires an understanding of Hispanic views about medical care, their family structure, and their influence on Hispanic medical decisions.



Hispanic Medical Marketing Requires Understanding Views About Illness And Medical Care

Hispanic culture views health issues as private, family matters.

Men rarely discuss health concerns. Women discuss birth control only with family members. Both genders consider it inappropriate to discuss medical concerns with the opposite sex, especially non-family members.

Hispanic culture blends modern medical treatments and folk healing into a comfortable package. Many turn to folk healing first because it is less expensive.

Hispanic folk healing utilizes spiritual and religious ceremonies for overcoming illness and symptoms.

Hispanics believe that illness results from natural and supernatural forces, an imbalance between hot and cold, and emotions.

Hispanic Medical Marketing Demands Knowing The Role of Family in Medical Decisions

Fathers are the heads-of-household in Hispanic families. They control all financial decisions including whether or not money should be spent on health care.

But Hispanic culture places control of children's health care in their mother's hands. She has to have the father's permission to spend the money, but she decides whether to spend it on folk healing or medical treatment.

The elderly in a family also have child care responsibility and a say in children's health care. So they also influence those medical decisions.

Family members often accompany Hispanic patients for medical diagnosis and treatment.

The Most Effective Hispanic Medical Marketing Reaches Families Though Hispanic Community Activities

Hispanics often ignore advertisements, even those distributed through Spanish-language media.

Outreach activities, that promote health through Hispanic community activities, reach Hispanics better and builds trust.