Hispanic Health Insurance Roulette

Health Insurance for the Hispanic | Latino Segment

As health insurance companies as well as government health exchanges compete across the country for enrollment, multicultural and specifically the Hispanic audience is key.  For some states, this segment represents a major client segment across the state (California, Texas, Florida), while in other areas it may be more focused on a specific area (Grand Rapids, Michigan).

With the exception of Magellan Health, all of the other top health insuranceExample from Molina Healthcare providers have a robust experience in Español as well as other languages.

In most cases, especially in states with major Hispanic populations in the state, there are robust Hispanic focused advertising efforts.

WellCare Health Plans TV Commercial, 'Podemos ayudar'

Health Statistics for the Hispanic Community

Representing nearly 60 million people and over 18% of the U.S. population there is no doubt as to the importance of this group.  While the population continues to grow for the Hispanic segment, the percentage increase due to immigration has declined (Pew Research: Key Facts about U.S. Hispanics).  However, when looking at the Latino population of the U.S. as a whole there are some key attibutes noted by the U.S. Department of Health and Human Services Office of Minority Health  that are important to consider.

  • Top 10 States for Hispanic Population: California, Texas, Florida, New York, Illinois, Arizona, New Jersey, Colorado, New Mexico and Georgia.
  • Census Data 2017 shows that 72% of Hispanics speak a language other than English at home.
  • Only 68% of Hispanics versus almost 93% of whites had a high school diploma
  • Hispanics have the highest uninsured rates of any racial or ethnic group within the United States
  • Key Health concerns in comparison to non-Hispanic whites: Obesity,  Asthma (Puerto Ricans), Diabetes (Mexican Americans), as well as higher rates of HIV/AIDS and infant mortality.

Hispanics have the highest uninsured rates of any racial or ethnic group within the United States

While the political fight (Hispanic Voters Take Over) over the future of healthcare, government outreach and private insurance companies will continue to reach out to Hispanics.


Hispanic Voters Take Over

32 Million Eligible Hispanic Voters for 2020 – making this group potentially the most influential racial or ethnic minority group in the electorate.

According to Pew Hispanic, the Latino Electorate will have taken over the top spot.

  • Hispanic / Latino: 32 Million (13% of eligible voters)
  • African American / Black: 30 Million (12% of eligible voters

While the African American segment has remained relatively stable, the Hispanic segment has continued to grow.  In 2020 it will represent 13% versus 9% in the 2008 election.

This forecast is not lost on the political consultants as can already be seen in initial attempts by candidates to reach out to the Hispanic community.  See Quest for Latino Voters – Game On.

While nonwhite populations will represent about one third of eligible voters for the next election, the more important question will be whether they will come out to vote.  According to Pew Research, Blacks are substantially more likely to vote than Hispanics.

Pew Research Graphic - Voter Turnout
Pew Research Graphic – Voter Turnout

Saturday Night Live - Bringing back the excitement - The Dems are Back

Voter Turnout will be key.

There are numerous challenges related to not only reaching the community but also getting out the vote.  According to Pew, naturalized citizens  are significantly more likely to vote than U.S. born Hispanics.  So just being eligible is not the only factor.  There are numerous Multicultural Voter Resources to help voters in everything from candidates to propositions, but it is more than just information.

Policies and authenticity still matter, but overall may come down to generating excitement and getting out the vote.


The Quest for Latino Voters - game on!

And they are off! The Quest for the 2020 Hispanic voter has begun.

The very first words issued from one candidate (Beto O’Rourke) in the first televised debate were in Spanish.   More than a year away from the 2020 elections and trying to stand out in a crowded field,  there were numerous attempts to reach out to this multicultural voter group.  Those that are adept at the language were more than happy to flaunt it, while others focused on issues of immigration, DACA, and others to reach out.

There is no doubt that multicultural segments will have a major impact.  According to Pew Research which estimates 32 million eligible Hispanic voters and 30 million African American voters for the 2020 Elections.

We project that the 2020 election will mark the first time that Hispanics will be the largest racial or ethnic minority group in the electorate, accounting for just over 13% of eligible voters – slightly more than blacks.

For a brief day one summary of the Spanish attempts of some Democratic candidates at the first debates for the 2020 election here is a compilation from PBS News

Don’t even get started on the campaign websites!

No,  seriously as we saw in  the examples from an article: Political Outreach to Hispanic Voters – HELP there are numerous pitfalls in taking shortcuts.  From websites, to political advertising, it needs to be done right and in some cases it may be best to avoid.  There are many ways to speak to the Latino voter and while Spanish outreach may be effective to reach a segment of this audience, it is not guaranteed to reach everyone.

Game On! Candidates reach out to Latino Voters by using Spanish
Game On! Candidates reach out to Latino Voters by using Spanish

Multicultural Voters care about policies.

Policies and authenticity still matter. For all voters, policies and perceptions of trust, as well as the ability to convey that message is and will always be key across all voter segments.

Get out and Vote:  Multicultural Voter Resources


The 2019 FIFA Women's World Cup

The 2019 FIFA Women’s World Cup is the eighth edition of the FIFA Women’s World Cup,  For the current match, a total of 24 teams qualified for the final tournament.

ChileJamaicaScotland, and South Africa made their Women’s World Cup debuts, while Italy took part in the event for the first time since 1999 and Argentina took part for the first time since 2007BrazilGermanyJapanNigeriaNorwaySweden, and the United States qualified for their eighth World Cup, continuing their streak of qualifying for every World Cup held so far.

For brands, this is a really nice opportunity to reach more consumers. For example, Nike created the following video:

 

Certainly there’s a nice chance to target US Hispanics, since Chile and Argentina are playing in this contest.

If you are looking for a good match, watch US vs Chile: Sunday 06/16 at 12:00. Because US wan 13/0 in the last match, for sure to play against Chile will be interesting.

Source:


Who are millennials?

Millennials Generation

According to Pew Research Center, anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial, and anyone born from 1997 onward is part of a new generation.

What are millennials?

This is the term that most people recognize the most, commonly associated with avocado on toast, and ‘snowflake’ culture.

They are born between the early 1980s to the mid 1990s or early 2000s, so many young adults nowadays would define themselves as millennials.

The generation was severely impacted by recession, as it caused record unemployment, affecting young people joining the workplace, as well as a period of economic instability.

Why are Hispanic/Latino Millennials Different than other Millennials?

According to Dr. Di Ann Sanchez SHRM-SCP, Ph.D, there are several reasons why Hispanic/Latino Millennials are different than Non-Hispanic Millennials.  First, Non-Hispanic Millennials tend to defer significant life events such as marriage, having children, and buying a home.  For example, non-white Millennials average age for first-time births is 27 years old, Latino Millennials average for first-time births is 24 years old.  Moreover, 1/3 of Hispanic Millennial Moms have three or more children versus about ¼ of Non-Hispanic Millennial Moms. Therefore Latino/Hispanic Millennials are considered the “early adulthood” Millennials.  Why does this matter?  It matters because employers want to attract and retain employees.  Hispanic Millennials who have children earlier, will limit job hoping to build their families and potentially buy a home earlier.  Latino Millennials will look to their employer for stability, a place to stay longer and build a career with the company.

According to The Manifest, there are 5 key to reach them from the marketing perspective:

  1. Tell a story with a video. Millennials don’t want to read about your brand – they want to see it.
  2. Take a Stance. Millennials seek both authenticity and value. Taking a strong position (without any positioning) will allow you to reach these purpose-driven purchasers.
  3. Promote on Reddit. You can run a promotion on Reddit, “The Front Page of the Internet.”
  4. Reach Across All Channels. Brands must be present across all channels to reach millennials.
  5. Boost Visibility With Search. Search advertising is an effective way to advertise to millennials directly.

To advertise to millennials successfully, find ways to display your brand as the relevant and trustworthy ally. Do this and your advertising will successfully attract, engage, and convert this cagey demographic. If you need help to target this audience or other multicultural segments, check it Alcance Media Group.


Latin American elections 2019

2019 Elections in Central & South America: Improvement or Status Quo?

On the heels of the 2018 elections that brought Colombia’s (Ivan Duque), Mexico’s (AMLO Andres Manuel Lopez Obrador) and Brazil’s (Jair Bolsonaro) new leaders to the top post in Latin America, the 2019 elections may not be seen as reaching the same level of impact on the world stage.  However, for the six countries planning elections in 2019, elections are always key to defining whether the future for which path these countries take.

Latin American Countries with elections in 2019

  • Argentina
  • Uruguay
  • Bolivia
  • Panama
  • El Salvador
  • Guatemala

For details of the election timing and key concerns, Americas Society / Council of the Americas is a great resource.

While Argentina represents the largest economy and a country facing numerous challenges, for the U.S., there is definitely a focus on Central America which is a key source of the immigration debate.

For Central America, the challenge is how to combat the violence and corruption that has been a key challenge to these developing countries.  For example, Guatemalans, who in the last election elected an ex comedian on a slogan of  “not a thief, nor a crook” who has ended up in a constitutional showdown with the UN-backed anticorruption CICIG and seems to be the opposite of his slogan.  Will there be a return to politics as normal, or will the next president go beyond slogans and actually embrace international anticorruption efforts.

No Easy Answers:

There are no easy answers for many of these countries.  While Argentina is facing a recession and inflation after Macri’s first term is trying to help the country rebound from more than a decade of Kirchner’s, Guatemala and Bolivia have constitutional challenges, and countries such as El Salvador have spent so many years of violence there are questions as to whether any politician will be able to make significant changes and bring stability to their countries.

Is there Hope?

As long as the people have a choice and elections are relatively fair, the politicians at the very least have to answer to the public.  Large protests against Guatemala’s president trying to oust the UN backed CiCIG to the judicial systems still maintaining some sort of check on power there is some hope.  However the road is full of challenges for many of these countries.


Political Outreach to Hispanic Voters - HELP

Really!! Google Translate – Presidential candidates showing ineptitude in reaching out to Hispanic voters.

Reaching Hispanics in language can have numerous pitfalls that even pose a challenge for native Spanish speakers, but the errors being made by political candidates for the top job in the U.S. is an impressive show of laziness.

Politico reviewed numerous Spanish language pages of some presidential candidates and found many to be lacking.  Following is an excerpt from the Politico article: which has some excellent examples of missteps.

While Google Translate can serve as a workable starting point, more often than not it needs a human hand to produce Spanish that would pass muster with a native speaker.

As with any outreach to the Hispanic or any other multicultural audience, if you plan on reaching out in language, it is extremely important to get it right.  If you can’t, then stick to English.

According to Pew Research: Mapping the Latino electorate there were more than 29 million latinos that were eligible to vote in the 2018 midterm elections.  In states such as California (30%), New Mexico (42%), Texas (30%) among others where the percentage of eligible voters being Hispanic, reaching this audience the right way is important.

While acknowledging that Hispanic voters are important is the easy part, the effort by both the Republican National Committee (GOP) as well as the Democratic National Committee (DNC) is lacking.  If the major committees are unable or unwilling to put forth the effort, what can you expect from political candidates.  Some examples of the Latino/Hispanic pages from the major political parties show a severe lack of effort to reach out to this part of the latino electorate.

 

For anyone who has written in a second language, mistakes will happen, and to some extent when you see candidates make the attempt to speak in another language, some mistakes are understandable, but if your campaign or brand is serious about reaching out to bilingual and Spanish dominant Hispanics, there are inexpensive and simple ways to do it.  There are numerous certified translators, qualified multicultural agencies, and most likely a native speaker nearby that can assist.

The Politico article evaluated numerous sites for Democratic presidential candidates and is worth reviewing.  Here is just one example to see where some candidates are missing out.

Additional Resources:

Pew Hispanic: Mapping the Latino electorate

Reach Multicultural: Multicultural Voter Resources

Alcance Media Group – Multicultural Political Advertising

Republican National Committee: GOP Hispanic page

Democratic National Committee: Latinos

 


Video, importance of the Hispanic market

Audiences are in constant evolution but one of the most dynamic segment is the US Hispanic. This market is rapidly developing in a changing world.

Just a couple of empirical notes. Hispanics consume more mobile video content on social media than any other ethnic group. Currently, the Hispanic consumer views 66% more video content on their smartphones every week than non-Hispanic consumers.

Digital video has caught on with Hispanics. Eight in 10 use subscription services, with Netflix atop the list. Many use streaming services more than traditional TV—a trend poised to accelerate as more Hispanic-oriented content comes online (emarketer.com).

 

Why this segment market is important?

In the first place, Hispanic Americans projected to account for roughly a third of the US population by 2050, the time to start targeting this market may be now (thenextweb.com). Maybe to can check our post about Hispanic drive homeownership growth.

In the second place, they are already a connected segment. “Hispanic consumers in the U.S. are now considered a very connected and digital first community. Effective outreach to different cultures within the hispanic market can spread like wildfire down to their home countries,” wrote Nick Kyriakides, COO at NetTALK. When it comes to marketing to this market, it is important to leverage digital channels.

This is why many companies are trying to implement more video based services. For example Entel, among Chile’s largest telecommunication companies, recently introduced a new video platform powered by the Kaltura TV Platform. What they are trying to do is to push their platform and get more exposure for brands and advertisers willing to target this market.

Source: https://corp.kaltura.com

For sure, in the short term the video arena will be full of rude competition. The good news is this kind of scenarios are always good for consumers and an interesting opportunities for new businesses.

Finally, if you want to learn more about the Best Practices to Reach a Diverse Audience, check this post on: https://www.reachmulticultural.com/


Latino participation in winter sports

Why the ski industry needs more Hispanics skiers and riders.

In looking at the importance of key multicultural populations on winter sports and the impact they have on the ski industry, one group stands out as being poised to deliver.  While the ski industry does need to do more to draw Hispanic families to the resorts, there are already some key factors that make that easier than with other multicultural groups.

In looking at the African American market one thing that gets mentioned in articles is that there are not many African American skiers on the hill, and that lack of diversity presents challenges in making this segment feel welcome.  In contrast, at least in the West, not only is there a notable increase in Hispanic families living and visiting the mountains, but there is also an added benefit of workers from Latin America.

In California & Colorado (and many others), when you go to the resort, many of the workers are seasonal and visiting from other countries.  Every season on a chairlift or even in the parking lot I meet someone who is here for the season from Chile or Argentina and have the opportunity to speak Spanish.

International Student Visas such as Vail’s program bring diversity to resort operations that can translate to a more welcoming experience for latinos.

While not all Hispanic households are Spanish dominant in the U.S.,  just imagine how it feels for someone who may be more comfortable speaking in Spanish, or even just seeing more people from similar backgrounds may make you feel.  Skiing is expensive and for most people not from a cold climate, is not necessarily something that you grew up doing.  This is where the industry can and needs to help.

Tourism boards from Arizona to Washington are actively pursuing multicultural communities to boost tourism.  Visit Denver has a site in multiple languages and actively markets to Hispanic and other communities.  Yet, there are few examples of ski resorts actively marketing to Hispanic, Asian, or African American communities.  At the very least increasing the diversity on the ski hill, will make others from those communities feel more welcome.

RRC Associates Study

So, for affluent communities with the means, the push is to introduce them to the mountains and the benefits of winter recreation.  Creating a great experience similar to that of all skiers and riders will pay great dividends.

More challenging for the industry (especially in the West) is how to involve the local communities, much of which are lower income Hispanic and in many cases undocumented.  Per a great article in Outside Magazine that discusses the issue as well as the work of the Doug  Coombs foundation who offer opportunities to more challenged, local, latino populations in Wyoming.  Many times these are the workers in the community, but reap few of the benefits of living in beautiful mountain communities, this organization helps to bring them onto the hill and further increase participation in the sport.

While this group, may not generate as much interest to resorts trying to sell luxury condos, the fact is that having people from diverse backgrounds enjoying the mountains creates a richer experience for all.

Additional Resources:

Will Multicultural Skiers Save the Ski Industry

NSAA report – Future Demographics

Alcance Media Group – Multicultural Tourism Marketing


New Luxury Car

Reaching Hispanic Car Buyers

While the numbers may vary (one projection is that the Hispanic market will represent $1.7 Trillion buying power by 2020), the consensus is that the Hispanic market is massive, and therefore the influence of Hispanic car buyers is a major opportunity for any business.  In this case, let’s look at auto dealers.

Car dealership owners in the U.S. are focused on selling as many cars as possible and as their local or regional market changes they are one of the fastest groups to react to these changes.   While there are major advertising dollars focusing on Hispanic markets from some automakers, the local focus of the dealers means that regardless of the national focus, they may create their local sites, offers and advertising to grab the attention of their market.

Below is an example of from Arlington Toyota of a vehicle walk through in Spanish for their market.

Each market is different, even when looking at the Hispanic market.  The local market in Miami is quite different than the markets in San Francisco, New York or any other.  There are numerous factors including language (Spanish versus English), to cultural backgrounds and differences in country of origin or individuals or family (U.S. born, 3rd generation is different from 1st generation family recently arriving from Guatemala) can be significantly different.  In some markets, the big sellers may be the less expensive vehicles, while in many cases the Hispanic market is purchasing high end luxury cars. (Example from Lexus below) These are the details that local/regional dealerships understand.

Above is an example from JM Lexus showing the key attributes in Spanish of choosing a Lexus.

More than ever there are cost effective options for dealers.  From managing their own sites and social media presence, to working with local publications, to working with multicultural digital specialists to reach Hispanic car buyers. To continue to learn more about reaching these audiences, here are some additional resources: