Latino marketing for physicians includes much more than distributing marketing messages in Spanish. If you’re a physician wanting to get more Latino patients, you need to answer three questions before implementing Latino marketing.

• Latino Marketing For Physicians: Question 1: What is your goal for your Latino marketing?
• Latino Marketing For Physicians: Question 2: What type of Latino will your marketing target?
• Latino Marketing For Physicians: Question 3: Are you and your staff prepared to meet the needs of Latino patients?

Latino Marketing For Physicians
Question 1
What Is Your Goal For Your Latino Marketing?

Effective Latino marketing requires that you have a clear goal for your marketing program. You need to know why your want to attract Latino patients. If your goal is to build your practice and make more money, you will need to attract a different type of Latino than if your goal is to provide a community service by serving people who might not otherwise get medical care.

Latino Marketing For Physicians
Question 2:
What Type Of Latino Will Your Marketing Target?

Once you have a clear goal for your Latino marketing, that goal will help to identify the type of Latino patient that you should target.

For example, if your goal is to build a more profitable practice, you will need to attract second and third generation adult Latinos who are better educated, often have professional jobs and insurance to pay for medical care. To learn more about insurance and health conditions see
Hispanic Marketing For Medical Practices.

However, if your goal is to serve patients who might otherwise not be able to afford medical care, you will want to attract first generation immigrants and poor second and third generation Latinos.

But before you start even thinking about marketing tactics, you need to know the type of Latinos most common in your local area. If you want to build a more profitable practice, but the majority of the Latino community in your geographic reach are immigrants and poor second and third generation Latinos, a Latino marketing campaign will likely not produce the results that you want.

Latinos differ by:

• whether they are immigrants or were born here,
• the amount of time they have been in the USA,
• their country of origin,
• their age,
• their education level,
• and their economic status.

The more you know about the Latinos in your target market, the more effective your marketing program will be.

Latino Marketing For Physicians
Question 3
Are You And Your Staff Prepared
To Meet The Needs Of Latino Patients?

Depending on the type of Latino patient that you wish to attract, you may need training to interact effectively with your new Latino patients. Latino culture requires that you interact differently with them they you do with other patients.

You need to understand Latino culture and the way it influences Latino medical care. You need to respect Latino customs and family roles regarding medical treatment. You need to know how medical care decisions are made and by which family members.

You may also need at least one male and one female staff member who speak Spanish. Are bilingual Latino medical professionals available in your area? If not how will you attract them to work in your practice?

Latino Marketing For Physicians
Conclusion

Implementing a Latino marketing program requires knowledge of Latino marketing and expertise in implementing the marketing program. It requires planning and expertise.

The decision to expand your practice to include Latinos also has broad repercussions on your practice. It’s not just a quick fix to get more patients. You need to know why you want to attract Latino patients and the kind of Latino patients that you desire. Then you have to be prepared to make a commitment to serve your Latino patients.

You can get my report on Latino Americans.

To get to the next post in this series, click the link below:

Latino Marketing For Physician Procedures – Guides 1-4

To go back to the first post in this series, click the following link:

Latino Medical Marketing

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Posted 5-8-09:
Latino Marketing
For Physicians

This entry was posted on Friday, May 8th, 2009 at 7:01 am and is filed under Consumer Market Segments. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.