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1、Reject the Status Quo:No More MonolithsChanging the way Health Marketers think about and engage with the Hispanic Community2Klick Health is the worlds largest independent healthcare agency and has made significant commitments to cross-cultural marketing,with an integrated capability that provides st
2、rategic and executional support across all the agencys accounts,and to internal diversity,equity and inclusion efforts.ThinkNow is a full-service,cross-cultural research technology company providing insight solutions to help organizations thrive in the culturally evolving and dynamically shifting de
3、mographics of the U.S.consumer market.The firm also owns and operates one of the largest and most representative Hispanic online panels in the industry,DigaYG,which provides sample to leading market research companies around the world.3The New Majority America is here Hispanics are akey driver Marke
4、ters need to understand America as a majority multicultural societyThe Hispanic population is a key driver of this shiftof the population growth between 2010 and 2020 came from multicultural Americans100%Americans under 18 are already majority multicultural$2.6 Trillion The Hispanic market is worthI
5、ts growing faster than the GDP of China and India!In 2021,there were 63 million Hispanic Americans.By 2050,Hispanic Americans will represent 26%of the population or 100 million.Hispanics are projected to account for 62%of total US population growth in the next 5 years62%2021205063million100millionSo
6、urce:Sol Trujillo,Co-Founder of LAttitudeSource:US Census,2020 DataSource:US Census,202134Cross-Cultural Marketing is simply effective marketingDeveloped by the Association of National Advertisers(ANA)Consumers who see ads as culturally relevant areMORELIKELY1.5X to learn additional information abou
7、t a brandMORELIKELY2.7X to buy from a brand for the first timeMORELIKELY50%to repurchase a brandMORELIKELY2.8X to recommend the brandto find the brand relevantMORELIKELY2.6X MORELIKELY3X to find the ad relevant5Yet most marketers have not embraced this new realityIts beyond time for marketing effort
8、s to be more representative and inclusive in the healthcare space.This is one important way to begin to address long standing health inequities.Efforts have been hampered by the lack of health and pharma insights that are both broad enough to drive understanding of overall Hispanic health attitudes&
9、behaviors and specific enough to illuminate the nuances of intersectionality.42%of the U.S.population are multicultural consumersyet only 5.2%of total advertising&market spendSource:ANA Multicultural Forecast 20196Current research methods and available insights do not effectively support cross-cultu
10、ral marketingRecommend a Cross Cultural campaign or approach to a brandSearch for data to validate,target and develop impactful programsAvailable data is too broad,too specific,too out of date and rarely from a marketing point of viewUnable to proceed effectively,support for future campaigns is unde
11、rmined7So we set out to address the insight gapsThe research was intentionally designed to allow for discovery at each stageField:July 6-10 2021Needs&Barriers(Qualitative)Attitudes&Behaviors(Quantitative)Uncover the Why(Qualitative)123Field:August 5-25 2021Field:September 14-16 2021Online Discussion
12、 BoardOnline SurveyFocus group(via Zoom)8Different communities approach health differentlyTo honor the nuances of Hispanic health within the community versus continuing to center the non-Hispanic experience as the baseline for analysis,we looked at the intricacies of Hispanic health attitudes and be
13、haviors through these lenses:Hispanic IdentityAge and the Acculturation ContinuumGender and Sexuality9Key FindingsHispanic IdentityAge and the Acculturation ContinuumGender and Sexuality10Ethnicity is complex for HispanicsSalvadorans werent the only group who aligned with otherness.While the questio
14、n of race offered a diversity of options,more than a quarter of our Hispanic respondents chose to describe their ethnicity as Other.This may reflect either identification with indigenous heritage,or a preference to select Hispanic as their race AND their ethnicity.“Black Latinos dont necessarily hav
15、e the same experience as Latinos who are not Black.I,personally,do not identify as Latino because Latino means Latin and Latin,it means white.And Im not white,so I just call myself Afro-Tano causethats what I am.”-Pose star Indya Moore who is of Puerto Rican and Dominican descent in Vox10Image Sourc
16、e:By Peabody Awards-Screenshot from vimeo,CC BY-SA 3.0,https:/commons.wikimedia.org/w/index.php?curid=8215700411Consider this There is no single look when it comes to casting Hispanic talent.Does your work represent the racial diversity of your audience when it comes to skin tone,hair texture,body s
17、hape and size?When you recruit for your market research are you considering markets that represent different countries of origin?12Key FindingsHispanic IdentityAge and the Acculturation ContinuumGender and Sexuality13Acculturation most important driver of difference AcculturationacculturationAccultu
18、ration is the process of cultural and psychological change that takes place as a result of contact between cultural groupsMore Acculturated-more in common with thethe new cultureLess Acculturated-less in common withthe new cultureBi-Cultural-Combining the culturalattitudes and customs of both cultur
19、esFor this research“acculturation”was a calculated metric combining multiple questions including nativity,cultural attachment and language preference.Most Acculturated27.7%Less Acculturated25.3%Bicultural47%Acculturation level(derived value).Klick+ThinkNow New Majority America research14Many markete
20、rs assume older Hispanics are less acculturated and younger Hispanics are more acculturated.Not so.MILLENNIALS(pattern is similar for Generation Z)26%Less Acc.51%BiculturalBOOMERS22%Less Acc.39%More Acc.Mean Age39.48LESS ACCULTURATEDMean Age37.33BICULTURALMean Age41.80MORE ACCULTURATED15Greatest dif
21、ference between Less Acculturated&More Acculturated Q33.When you need to see a doctor,health expert or health professional,what type of location or facility do you go most often?Q35.Which of the following types of stores have you shopped at in the past 90 days?Doctors office/private practice29%Commu
22、nity clinic38%54%20%18%7%Independent Pharmacy18%Online,from Amazon14%9%15%28%29%BiculturalMore AcculturatedLess AcculturatedMore Acculturated Hispanics also displayed different attitudes and behaviors from non-Hispanics as well a truly distinct group.LEGEND16Biggest generational shift:Attitude towar
23、ds mental health Mental illness and seeking help seen as“crazy”by older generationsMillennial/Gen Z fight against the stigmaGen X straddles the generation gap“I would tell my mom about what was going on and she would say stuff like ay,djate de tonteras.”-Ivette(translation:Quit it with the silly stu
24、ff)“My dad would say Why spend money on psychologist?You have to be strong,dont think about stupid things.”Richard(NYC,NY)“I told my mom“its okay to cry,to feel sad”-Ivette“I never knew what anxiety was I taught my son deep breathing,but it wasnt working so we sought medical therapy for him and he r
25、eally benefited from it.”-Maria(Los Angeles,CA)“You dont want to talk about mental health unless you really want people to think youre crazyIf you go to psychologist,youre crazy.Youre careless.Those people are crazy,and they dont know.”-Nicandro(Compton,CA)17Consider this Less-acculturated audiences
26、 are not automatically older.Acculturation is a continuum that transcends age.Are your communications and channels relevant and impactful by age and acculturation level?18Key FindingsHispanic IdentityAge and the Acculturation ContinuumGender and Sexuality19Hispanic women prioritize the wellness of o
27、thersover their own health“I would rather take more of a chance on myself,but not my kids i trust the expert with my kids”The pain is weakness leaving the body Im the head of household,I dont have time for that“Its hard to be sick and be a mom and get everything done for everyone else and take care
28、of yourself.”Karina(Millennial)Ivette(Millennial)Naomi(Gen X)20rate their overall health as good(even though 59%report having a health diagnosis)49%say they have a strict health and wellness routine33%consider themselves health influencers in their social circles(friends often ask for advice)30%All
29、significantly higher than Hispanic womenMale participants in the qualitative research told us that they try to manage their own health as much as possible and avoid going to an HCPHispanic Men(of all ages)may be overconfident about their healthMale participants in the qualitative research told us th
30、at they try to manage their own health as much as possible and avoid going to an HCPsay that doctors know best36%follow through with their prescribed treatments84%“IF IM FEELING GOOD AND THERES NO PROBLEM,I DONT WORRY ABOUT IT”-Nicandro(Gen Xer)BUT WHEN THEY DO SEE AN HCP THEY TEND TO LISTEN:21Impor
31、tant nuances exist in LGBTQ+healthLGBTQ+Hispanics HeterosexualHispanics33%47%say that the ideal health expert for me is someone who affirms my sexuality and gender identity39%Members of the Hispanic LGBTQ+community want HCPs who make them feel safe and seen Hispanic LGBTQ+ers(the highest percentage
32、of any Hispanic subgroup)38%Hispanics in general tend toward seeking care at community clinics more than non-HispanicsApproximately 1/3experiencing mental illness like Anxiety or Depression(among the highest of any Hispanic subgroup and significantly more than heterosexual Hispanics)These clinics of
33、ten play an important role both in creating stigma-free spaces and as active members of the communityreport having a good state of health(a health disparity also present in non-Hispanics)22Consider this Understanding how gender plays into health management can help researchers interpret data through
34、 a culturally conscious lens.LGBTQ+Hispanics have unique decision making when it comes to who the key players are in their health routine,where,and when to seek out health services.Does your brand experience include areas of trust for this demographic and meet them where they are?23Other Key Finding
35、:Hispanics are significantly more interested in technology,including health techThis holds even more true for older Hispanics.Hispanic Baby Boomers are more likely to be comfortable with technology,stay up to date with technology and to believe technology can help them lead healthier lives than Non-
36、Hispanic Baby Boomers.HispanicOverall,I am very comfortable using technology-based products and servicesIt is important to me to stay up to date with technologyI believe that technology can help me live a healthier life59%50%Non-HispanicHispanic56%44%Non-HispanicHispanic51%43%Non-Hispanic24Those att
37、itudes translate into health tech ownership at the same rates as non-HispanicHispanic62%60%Non-HispanicOwn any health deviceVital signs monitorSmart watchMental health appHispanic22%23%Non-HispanicHispanic25%21%Non-HispanicHispanic10%12%Non-HispanicHispanic Baby Boomers are the most likely generatio
38、n to own these(at rates consistent with non-Hispanic Boomers)Hispanic Baby Boomers are the least likely generation to own these(at rates consistent with non-Hispanic Boomers)SPECIFIC DEVICE OWNERSHIP:25Lack of consideration around intersectionality can cause certain messaging to be alienating to dif
39、ferent identities within Hispanic populations.What it all means These implications have outcomes:misunderstanding of cultural health norms can lead to delayed and mis-diagnoses contributing the ongoing health inequities.One-size fits all approach can be a waste of“targeted”$Relevant sub-cultural nua
40、nces can have great impactAcculturation and age are not mutually exclusive,and one does not determine the otherRacial identity and heritage is complex and ever-evolving fueled by movements to reclaim African and Indigenous roots26Bios&Contact InfoAmy GmezSVP,Diversity Strategy,Klick HealthAmy Gmez l
41、eads the Cross-Cultural Marketing capability for Klick Health.She is a cross-cultural marketing thought leader with over 20 years experience helping Fortune 500 companies communicate effectively with diverse consumers.In 2021,Amy was included in the PM360 ELITE list of the 100 most influential peopl
42、e in the healthcare industry,and was honoured with the Transformational Leader award.Meredydd HardieVP,Cultural Intelligence,Klick HealthMeredydd Hardie is responsible for building out the Cultural Intelligence practice at Klick Health,delivering insights to help pharmaceutical brand clients move at
43、 the speed of culture.Keri HettelSVP,Intelligence,Klick HealthKeri Hettel is SVP,Intelligence at Klick Health,where she works with her team to ensure all client work is built from an understanding of the intersection between business needs,competitive insights,cultural nuances and audience insights/
44、feedback.27Bios&Contact Info cont.Olivia NguynDirector,Brand Strategy,Klick HealthOlivia Nguyn is a healthcare brand strategist at Klick Health.A former neuroscience researcher in mental health and addiction at the Veteran Affairs Healthcare System,Olivia currently works at the apex of brand strateg
45、y,cross-cultural marketing and data intelligence,ensuring equity across underrepresented groups across a variety of health and wellness brands.Kristin TolbertDirector,Cross-Cultural Marketing,Klick HealthKristin Tolbert is Director,Cross-Cultural Marketing at Klick Health.She has worked as a strateg
46、ist at both big shops and boutique agencies across various industry verticals to bring to life both targeted and total market campaigns grounded in authenticity and altruism.28Carlos YanezSenior VP of Custom ResearchCarlos has more than 15 years of experience designing and executing marketing resear
47、ch studies among multicultural and general population consumers.Carlos has consulted on and/or managed literally hundreds of research studies from study design through reporting and analysis.He has managed many large-scale,multi-mode research projects across a number of categories and has a great de
48、al of experience in both quantitative and qualitative methodologies.Clients that Carlos has worked with include Eli Lilly,Merck,Wells Fargo,Coca-Cola,Novartis,Kraft,Colgate-Palmolive,Dr.Pepper-Snapple Group,The California Endowment,Nestle,DishLatino and many others.Jannet TorresVP of Custom Research
49、Jannet Torres is the VP of Custom Research for ThinkNowand a seasoned researcher with expertise in qualitative and quantitative methodologies.As a bilingual-bicultural researcher,Jannet has a unique understanding of Hispanic culture and the acculturation process into mainstream America.She is a trai
50、ned moderator,with an emphasis on Spanish-speaking audiences,and has been praised by clients for her ability to establish rapport with consumers of different ages,acculturation levels,socio-economic status,and countries of origin.A native of Venezuela,Jannet holds a B.S.degree in Industrial Engineering from Tennessee Tech University and a Masters in Business Administration with concentration in Market Research from the University of South Carolina.Bios&Contact Info cont.Thank you