Healthcare Marketing & U.S. Latino Population

strategyAs the U.S. Latino population and its purchasing power continue to grow, it represents both opportunities and challenges to healthcare marketers.

According to the 2014 U.S. Census, the Latino population in the U.S. already numbers 55 million people, which represents (17% of the country’s total) and is expected to grow to 119 million by 2060 (29% of the country’s total). Latinos are the nation’s youngest segment with over half of the population under the age of 29, which is very significant when creating strategic healthcare marketing campaigns.

Growing participation in employer group plans and private and public market exchanges has increased the share of Latinos covered by health insurance to approximately 80%.

By the middle of this century, more than a quarter of the total U.S. population will be Latinos, most will be younger than the general population, most will be insured and making decisions about the purchase or use of healthcare services.

So, when thinking about creating focused marketing strategies that target the Latino population, the following factors should be taken into consideration.


Consider the following data when planning a focused marketing strategy:

  • 64% of U.S. Latinos are of Mexican origin, 9% Puerto Rican, 4% Cuban, 3% Dominican, 3% Salvadoran, and 18% other
  • 53% of Latinos are Millennials or younger
  • 33% of Latinos are below the age of 18
  • 60% to 65% of U.S. Latinos have been born domestically

These date points are important to consider when marketing to a domestic-born Millennial Latino, which is very different than to an older foreign-born Latino.

Language Preference

Communicating with the Latino population does not necessarily mean that all the enrollment or member materials need to be translated into Spanish. Here are some factors to consider

  • Language proficiency and preference varies widely as it depends on age, place of birth, educational level and state/city of residency
  • Latinos from 18 to 33 who speak only English at home or say they speak English very well is approximately 76%
  • Healthcare literacy in both languages is important to ensure that the Latino member properly understands and manages h/her healthcare benefit

Digital Media and Mobile Devices

Of all the racial and ethnic groups, Latinos index higher than any other group in use of social networks, on-line streaming, use of Smartphones and other mobile devices. Among the data points to consider are the following:

  • 77 % of Latinos own a Smartphone
  • According to Nielsen’s Mobil Media Marketplace, Latinos 18-49 years of age lead the market when it comes to app downloads and usage
  • Younger and more affluent Latinos can be reached via online advertising

Finally, healthcare strategic marketing initiatives that actively engage the Latino consumer should consider the demographic breakdown, language preferences and use of digital media as the foundation for its campaigns. Of course, these are only the basic factors in creating a meaningful marketing strategy to this growing consumer segment.   The cultural complexities and ongoing assimilation of the Latino consumer will continue to evolve in the coming years, which brings both opportunities and challenges to healthcare marketers.

Related posts: