Hispanics and Healthcare: Understanding Demographics, Health Statistics, and Attitudes for More Effective Marketing

Table of Contents

Chapter One: Introduction

• 1.1 Overview
• 1.2 Data Sources
  • 1.2.1 U.S. Census Bureau, Current Population Survey
  • 1.2.2 2002 National Health Interview Survey (NHIS)
  • 1.2.3 The National Vital Health Statistics (NVHS)
  • 1.2.4 Medical Expenditure Panel Survey (MEPS)
  • 1.2.5 The Simmons Market Research Bureau: 2003-2004 National Consumer Survey
  • 1.2.6 Florida International University Acculturation Survey
  • 1.2.7 The 2002 National Survey of Latinos

Chapter two: Hispanic Population Demographic Profile

• 2.1 Size, Growth, and Composition of the Hispanic Population
• 2.2 Age Distribution of the Hispanic Population
• 2.3 Economic Profile of the Hispanic Population
• 2.4 Generational Status of the Hispanic Population
• 2.5 Self-Assessed Health Status
• 2.6 People Living With Limitations in Usual Activities
• 2.7 People Living With Limitations in Work Activities
• 2.8 Mortality and Life Expectancy Rates
• 2.9 The Hispanic Health Paradox

Chapter three: Hispanic Population Health Statistics

• 3.1 Health Insurance Status
  • 3.1.1 Access to Medical Care
  • 3.1.2 Health Insurance Coverage by Age and Ethnicity
  • 3.1.3 Health Insurance Coverage by Age and Income
  • 3.1.4 Health Insurance Coverage by Place of Birth, Language Preference and
  • Country of Origin
  • 3.1.5 Periods without Health Insurance among Currently Insured Elders
  • 3.1.6 Length of Time Since Last Covered Among Currently Uninsured Elders
  • 3.1.7 Reasons for Not Having Health Insurance Coverage
  • 3.1.8 Private Health Insurance Providers
  • 3.1.9 Acquisition Sources of Health Insurance
• 3.2 Healthcare Spending
  • 3.2.1 Total Healthcare Expenses
  • 3.2.2 Hospital Inpatient Services Expenses
  • 3.2.3 Office-Based Medical Provider Expenses
  • 3.2.4 Hospital Outpatient Expenses
  • 3.2.5 Emergency Room Expenses
  • 3.2.6 Prescription Medicines Expenses
  • 3.2.7 Dental Services Expenses
  • 3.2.8 Home Health Expenses
  • 3.2.9 Other Medical Equipment and Expenses
• 3.3 Epidemiology of the Hispanic Population
  • 3.3.1 Leading Causes of Death
  • 3.3.2 Heart Disease Statistics for Hispanics
  • 3.3.3 Stroke Statistics for Hispanics
  • 3.3.4 Cancer Statistics for Hispanics
  • 3.3.5 Diabetes Statistics for Hispanics
  • 3.3.6 Other Disease with High Incidence among Hispanics
  • 3.3.7 Health Risk Factors among Hispanics
  • 3.4 Self-Reported Ailments in the Hispanic Population
• 3.5 Pharmaceutical Product Use
  • 3.5.1 Prescription and Non-Prescription Products

Chapter four: Marketing to Hispanic Audiences

• 4.1 Segmenting the Hispanic Market
  • 4.1.1 Language Use / Preference
  • 4.1.2 Acculturation
  • 4.1.3 Familism
  • 4.1.4 Personalism
  • 4.1.5 Fatalism
  • 4.1.6 Income Differences
• 4.2 Hispanics Approach to Health
  • 4.2.1 Hispanic Health Attitudes
  • 4.2.2 Type of Healthcare Professional Consulted
  • 4.2.3 Attributes Searched for in Healthcare Professionals
  • 4.2.4 Attributes Searched for in Health Institutions
• 4.3 Attitudes towards Pharmaceutical Products
  • 4.3.1 Attitudes towards Over-The-Counter Medicines
  • 4.3.2 Attitudes Towards Brand Medicines
  • 4.3.3 Attitudes towards Vitamins
• 4.4 Attitudes Towards Food and Diet
  • 4.4.1 Attitudes Towards Food
  • 4.4.2 Attitudes towards Diet
  • 4.4.3 Reasons for Controlling a Diet
  • 4.4.4 Preferred Non-prescription Products for Diet
• 4.5 Sources of Health Information

Chapter Five: Successful Health Campaigns and Future Trends

• 5.1 Successful Health Campaigns
  • 5.1.1 “Sana la Rana” (Heal little toad)
  • 5.1.2 “Viviendo con ojos saludables” (Living with healthy eyes)
  • 5.1.3 “Tome su diabetes en serio, para que no se vuelva cosa seria” (Take your diabetes seriously, so that it does not become serious)
• 5.2 Future Trends
  • 5.2.1 Increasing Direct-to-Customer (DTC) Competition
  • 5.2.2 Online Opportunities for Health and Pharmaceutical Companies

Appendix: References

List of Exhibitis

Chapter two: Hispanic Population Demographic Profile

• Figure 2-1: U.S. Population Distribution by Ethnicity/Race
• Table 2-1: Population by Region and Hispanic Origin Type
• Table 2-2: States with Largest Hispanic Population: 2000
• Figure 2-2: Population Age Pyramids by Ethnicity
• Figure 2-3: Elderly Population by Hispanic Origin
• Figure 2-4: Household Income by Ethnicity
• Figure 2-5: Percentage of Individuals below the Poverty Threshold by Age and Ethnicity
• Figure 2-6: Share of Hispanic Population by Generation: 2000 – 2020
• Figure 2-7: Primary Language Use by Generation
• Figure 2-8: Age Adjusted Percent Distribution of Self-Assessed Health Status by Ethnicity/Race
• Figure 2-9: Age-Adjusted Health Status by Income and Ethnicity / Race (Percent declaring Excellent, Good or Poor Health)
• Figure 2-10: Age-Adjusted Percent of People with Limitations in Usual Activities by Income and Ethnicity / Race
• Figure 2-11: Age-Adjusted Percent of People with Limitations in Work Activities by Income and Ethnicity / Race
• Figure 2-12: Infant Mortality Rates by Age, Ethnicity / Race: 2000
• Table 2-3: Death Rates by Age and Ethnicity / Race

Chapter three: Hispanic Population Health Statistics

• Figure 3-1: Age-Adjusted Percents of Medical Access by Gender and Ethnicity/Race
• Figure 3-2: Age-Adjusted Percents of Medical Access by Income and Ethnicity / Race
• Figure 3-3: Age-Adjusted Percent Distributions of Health Insurance Coverage of Persons Under Age 65 by Ethnicity / Race
• Figure 3-4: Age-Adjusted Percent Distributions of Health Insurance Coverage of Persons of Age 65 and over by Ethnicity / Race
• Figure 3-5: Age-Adjusted Percent Distributions of Health Insurance Coverage of Hispanics Under Age 65 by Income
• Figure 3-6: Hispanics Health Insurance Coverage by Country of Origin
• Figure 3-7: Age-Adjusted Percents of Individuals Declaring Periods without Health Insurance among Currently Insured Elders by Income
• Table 3-1: Age-Adjusted Percent of Persons Who Were Without Coverage for Six Months or Less or 7-12 Months, Among Currently Insured Elders
• Figure 3-8: Age-Adjusted Percent Distribution of Length of Time without Health Insurance among Currently Uninsured Elders by Ethnicity / Race
• Figure 3-9: Age-Adjusted Percent Distribution of Length of Time without Health Insurance among Currently Uninsured “Not Poor” Elders by Ethnicity / Race
• Figure 3-10: Age-Adjusted Percent of Reasons for Not Having Health Insurance among Currently Uninsured Persons Under 65 Years by Ethnicity / Race
• Figure 3-11: Percentage of Working Families Younger than 65 Years with Employer Coverage by Employer Size, Wage, and Race/Ethnicity
• Figure 3-11: Percentage of Uninsured Workers Younger than 65 Years by Employer Size, Wage, and Race/Ethnicity
• Figure 3-13: Percentage of Persons Owning a Health Insurance Plan from Private Insurance Provider by Ethnicity
• Figure 3-11: Sources of Acquisition of Health Insurance by Ethnicity
• Figure 3-12: Health Insurance Acquisition through Marketing Communications by Ethnicity (Percentage)
• Figure 3-13: Median Total Expenses per Person by Ethnic / Race Group
• Figure 3-14: Distribution of Total Expenses Source of Payment by Ethnic / Race Group: 2000
• Figure 3-15: Median Hospital Inpatient Services Expenses Per Person by Ethnic / Race Group
• Figure 3-16: Distribution of Hospital Inpatient Services Source of Payment by Ethnic / Race Group: 2000
• Figure 3-17: Median Office-Based Medical Provider Expenses Per Person by Ethnic / Race Group
• Figure 3-18: Distribution of Office-Based Medical Provider Source of Payment by Ethnic / Race Group: 2000
• Figure 3-19: Median Hospital Outpatient Services Expenses per Person by Ethnic / Race Group
• Figure 3-20: Distribution of Hospital Outpatient Source of Payment by Ethnic / Race Group: 2000
• Figure 3-21: Median Emergency Room Expenses Per Person by Ethnic / Race Group
• Figure 3-22: Distribution of Emergency Room Source of Payment by Ethnic / Race: 2000
• Figure 3-23: Median Prescription Medicines Expenses Per Person by Ethnic / Race Group
• Figure 3-24: Distribution of Prescription Medicines Source of Payment by Ethnic / Race Group: 2000
• Figure 3-29: Median Dental Services Expenses per Person by Ethnic / Race Group
• Figure 3-30: Distribution of Dental Services Source of Payment by Ethnic / Race Group: 2000
• Figure 3-31: Median Other Medical Equipment Expenses per Person by Ethnic / Race Group
• Figure 3-32: Distribution of Other Medical Equipment Source of Payment by Ethnic / Race
• Figure 3-33: U.S. Leading Causes of Deaths, All Ages: 2002
• Table 3-2: U.S. Leading Causes of Deaths by Ethnicity / Race (Percentage of Total Deaths)
• Figure 3-34: Age Adjusted Death Rates of Leading Causes of Death
• Figure 3-35: Death Rates for Selected Causes of Heart Disease by Hispanic Origin: 2002
• Figure 3-36: Heart Disease Incidence Percent by Gender and Ethnicity / Race: 2002
• Figure 3-37: Stroke Incidence Percent by Gender and Ethnicity / Race: 2002
• Table 3-3: Death Rates and Ratios* for Selected Cancers by Ethnicity / Race: 2002
• Figure 3-38: Cancer Incidence Percent by Gender and Ethnicity / Race: 2002
• Figure 3-39: Diabetes Incidence Rate by Ethnicity / Race
• Table 3-4: AIDS Cases by Ethnicity / Race
• Figure 3-40: Estimated AIDS Incidence Rate by Gender and Ethnicity / Race
• Table 3-5: Estimated AIDS Cases by Transmission Category and Country of Birth
• Figure 3-41: Estimated Number of Deaths of Persons with AIDS by Year of Death and Ethnicity / Race
• Figure 3-42: Age-Adjusted Percents of BMI* Among Adults by Gender and Ethnicity / Race
• Figure 3-43: Age-Adjusted Percents of Current Cigarette Smoking Status among Adults by Gender and Ethnicity / Race
• Figure 3-44: Age-Adjusted Percents of Physical Inactivity among Adults by Gender and Ethnicity / Race
• Figure 3-45: Most Severe Self-Reported Ailments by Ethnicity
• Figure 3-46: Moderate Self-Reported Ailments by Ethnicity
• Figure 3-47: Mild Self-Reported Ailments by Ethnicity
• Figure 3-48: Self-Reported Ailments People Feel at Risk by Ethnicity
• Figure 3-48: Most Common Ailments People Used Non-prescription Drugs in the Last 12 Months by Ethnicity
• Table 3-5: Ailments People Used Non-Prescription Drugs in the Last 12 Months by Ethnicity (Percentage within the Ethnic Group and Ratio)
• Figure 3-49: Most Common Ailments People Used Prescription Drugs in the Last 12 Months by Ethnicity
• Table 3-6: Ailments People Used Prescription Drugs in the Last 12 Months by Ethnicity (Percentage within the Ethnic Group and Ratio)
• Table 3-7: 25 Most Common Prescription Drugs Used in the Last 12 Months by Ethnicity

Chapter four: Marketing to Hispanic Audiences

• Figure 4-1: Middle Income Hispanics’ Language Preference by Context and Generation
• Figure 4-2: English Proficiency among Spanish-speakers in U.S.
• Figure 4-3: Familism by Ethnicity and Generation
• Table 4-1: Familism Attitudes by Ethnicity and Language Proficiency
• Figure 4-4: Fatalism: It Does Not Do Any Good to Plan for the Future Because of Lack of Control (Percentage of Agreement)
• Figure 4-5: English Language Preference by Income (Percentage of “All the Time” and “Most of the Time”)
• Figure 4-6: Familism Attitudes by Income (Top-Two-Boxes)
• Figure 4-6: Health Attitudes by Ethnicity
• Figure 4-7: Attitudes Towards Medication by Ethnicity
• Figure 4-8: Attitudes Towards Physicians by Ethnicity
• Figure 4-9: Attitudes towards Healthy Food and Exercise by Ethnicity
• Figure 4-10: Age-Adjusted Percent Distribution of Usual Place of Healthcare by Ethnicity / Race
• Figure 4-11: Age-Adjusted Percent Distribution of Type of Place of Healthcare by Ethnicity/Race
• Figure 4-12: Attitudes towards Alternative Medicine by Ethnicity
• Figure 4-13: Attitudes Towards Over-the-Counter Medicines by Ethnicity
• Figure 4-14: Attitudes Towards Brand Medicines by Ethnicity
• Figure 4-15: Willingness to Pay for Expensive Medicines by Ethnicity
• Figure 4-16: Attitudes Towards Vitamins by Ethnicity
• Figure 4-17: Attitudes Towards Food by Ethnicity
• Figure 4-18: Attitudes Towards Cooking and Fresh/Frozen Food by Ethnicity
• Figure 4-19: Attitudes Towards Fast Food by Ethnicity
• Figure 4-20: Eating Habits by Ethnicity
• Figure 4-21: Attitudes Towards Snacks by Ethnicity
• Figure 4-22: Attitudes Towards Eating New Food by Ethnicity
• Figure 4-23: Percents of Individuals Currently Dieting by Ethnicity
• Figure 4-24: Reasons for Controlling Diet by Ethnicity
• Figure 4-25: Preferred Non-Prescription Products for Dieting by Ethnicity
• Figure 4-26: Preferred Sources of Health Information by Ethnicity
• Figure 4-27: Health Information Search Behavior by Ethnicity