My last post on Latino marketing for physician practices covered the first four segments of the Latino market and provided guides for physicians to market their practices to Latinos. If you have not read that post, you can link to it below:

Latino Marketing For Physician Practices Guides 1-4

This page covers the remaining three Latino segments with marketing guides for physicians.

Latino Marketing For Physician Practices
Guide 5 For The Pessimistic and Uncommitted

A third of this segment is third generation, but half are first generation. Unlike the first four segments they are not traditional and do not conform to USA or Latino standard behavior. In fact, independence and lack of conformity are distinguishing traits for this segment.

With 56 percent fluent in English, you can communicate with them in English. They can be reached through English advertising. Almost half watch English television while less than a third watch Spanish television.

Supporting the Latino community has no positive effect on them.

Latino Marketing For Physician Practices
Guide 6 For Latinos Who Want To Restore
Their Latino Culture and Values

This segment is mostly Cuban. More than 60 percent are second or third generation, and they seek to reconnect with their Latino traditions. They also teach their children to maintain the Latino heritage. Thus, they are truly bi-cultural.

Physicians can communicate in English with them because 70 percent speak English fluently, but they will favor any organization that provides them with a Latin experience.

With an average net income of $48,000 annually, most in this segment have jobs that provide medical insurance.

Latino Marketing For Physician Practices
Guide 7 For The Single and Young

This segment is primarily males who still live with their parents. Yet they earn $51,000 per year and nearly always have health insurance. They embrace technology, are multicultural and global.

The majority (81%) of them speak English fluently, yet three-quarter of them also speak Spanish fluently. They are almost equally divided into first, second and third generations.

They prefer English media, but marketing with subtle references to Latino culture appeals to them. They are less impressed by sponsored events than most other segments.

Latino Marketing For Physician Practices
Conclusion

It’s important for you to understand how Latino segments differ, know which segment best fits into your Latino marketing goals, and which segments populate your service areas.

Then you should base marketing strategies and tactics on the information above for the target segments. Using this information will improve Latino marketing for physician practices.

You can get my report on Latino Americans.

To go back to the beginning of this series, click the following link:

Latino Medical Marketing

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Posted 5-13-09:
Latino Marketing For
Physicians Guides 5-7

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