Hispanic health marketing means more than translating messages

NOTE: Blog Post Appears on the Adams & Knight Health Insights Blog

The explosive growth of the Hispanic market in the last decade is well documented—and hard to ignore.Untitled More than one out of two people added to the U.S. population between 2000-2010 was Hispanic. Not surprisingly, healthcare organizations are seeking ways to effectively communicate the importance of good health, wellness and disease management to this population.

Yet, with few exceptions, the primary approach to reaching Hispanics seems to be translating existing healthcare marketing campaigns to Spanish. Admittedly, translating what you already have and perhaps swapping out images to feature happy Hispanic families is the fastest and least expensive way to begin a marketing effort.

However, it’s not the way to build long-lasting brand connections with Hispanics.

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