Effective Latino marketing for physician procedures recognizes how Latinos differ from one another. Each type of Latino market calls for different types of marketing and marketing appeals.

The company, New American Dimensions, recently conducted a survey from which it segmented Latinos into seven groups. Survey results revealed that each group requires a different marketing strategy. This post describes four of the groups and provide marketing guides for each.

1. Recent Immigrants
2. Traditionalists with a Twist
3. Slow Embracers
4. Driven, But Balanced

I’ll cover the remaining three groups in my next post.

Latino Marketing For
Physician Practices
Guide 1 For
Recent Immigrants

Most recent immigrants speak Spanish. Only 30 percent of them speak English well enough to understand prescription and medical instructions. So physicians need to provide medical information in Spanish. Because most understand spoken better than written instructions, physicians wanting to target Latinos need to either speak Spanish or have a staff member that does.

Physicians also need to market in Spanish. But just translating marketing messages to Spanish is not effective because most Latinos will not relate to a message originally written for non-Latinos.

Instead you need to use marketing messages that are culturally appropriate, and delivered in Spanish through a medium that Latinos use such as Spanish language radio..

Recent immigrants are usually poor, with an average income of just $29,000. Plus they usually don’t have medical insurance.

Latino Marketing For Physician Practices
Guide 2 For Traditionalists With A Twist

Composed primarily of first generation immigrants (69%), this group is better adapted to the USA and are more trend conscious than Latinos in the recent immigrant group. They value looking good, but aren’t necessarily interested in cosmetic surgery. They prefer to “look good” by wearing trendy clothes.

This group primarily speaks Spanish. Only a third speak English well so like the recent immigrant group, they need Spanish medical information and marketing. But you market to this group by focusing on pop, rather than traditional Latino culture.

This group is similar in income and medical insurance to recent the immigrant group.

Latino Marketing For Physician Practices
Guide 3 For Slow Embracers

Almost 70 percent of this group are first generation immigrants. The remaining are equally second and third generation immigrants. Latinos in this group differ from those in the first two groups because they cling to their traditional values rather than adopting USA culture and trends. But, they do like to travel across the USA.

Almost half (48%) of this group speaks English well enough to read English advertisements, but they prefer Spanish media and advertising.

Most in this group are married and value family. You’ll find marketing messages that emphasize family and traditional Latino values effective with Slow Embracers.

They average $36,000 for family incomes, and they are more likely to have medical insurance than the first two segments.

Latino Marketing For Physician Practices
Guide 4 For Driven, But Balanced

This segment is only half first generation immigrants. The other half are 23 percent second generation and 26 percent third generation.

Driven, But Balanced Latinos differ from most because they are college educated and have good jobs or careers. They average $52,000 income per year. But value family more than work.

They are more comfortable in the USA than those in the first three groups. English-language marketing works for the 60 percent of them who speak English fluently. But you’ll need to use Spanish to reach the remaining 30 percent.

This group embraces technology, so you can reach them online and through email.

Latinos in this group are usually insured.

You can get my report on Latino Americans.

For the next post in this series, click the link below:

Latino Marketing For Physician Procedures – Guides 5-7

For the first post, click on Latino Medical Marketing.

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Posted 5-11-09: Latino Marketing For Physician Procedures – Guides 1-4

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