Looking for a group to target when it comes to selling insurance?
A new national survey commissioned by Cultur Health suggests health care marketers should target Hispanic women ages 25-35.
That's because the "rapidly growing Hispanic demographic are key health care gatekeepers—managing their own health needs and frequently those of their families, parents, grandparents and other relatives."
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Cultur Health, the Hispanic healthcare communications service of the vox collective and Cooney/Waters Group, commissioned the survey among employed Latina women age 25 to 35 to uncover key insights to inform health care communications platforms targeting Hispanics.
The survey shows this age group relies heavily on their families and community stakeholders for health care information and product recommendations, highlighting the importance of engaging all relevant influencers. Health care provider influence and recommendation came in a close second.
The majority of Latinas say they go to a doctor (59 percent) for help with a health care concern, while 30 percent named other sources including a relative, spouse, friend or pharmacist.
Similarly, personal connections play a large role in purchasing decisions. When asked who influences their decisions to buy consumer or over-the-counter health care products, respondents' most frequent response was friends, family and neighbors (64 percent), followed by pharmacist (52 percent). Only 21 percent cited advertising.
Additionally, the majority of women surveyed (89 percent) reported that they pay for health care expenses through either their own employee insurance, or their spouse's insurance.
"Increasingly, younger Hispanics are insured, and companies that target them will be well positioned now and in the future," says Fred Lake of Cooney/Waters.
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