Description
In the last decade the importance of reaching the Hispanic market has become increasingly apparent to marketing practitioners in all industries. Hispanics have not only increased in numbers to become the largest ethnic minority population in the United States, but also increased in purchasing power, representing an estimated $680 billion in 2004 and expected to grow at an average annual rate of 8%.
For many industries, including pharmaceutical and healthcare, Hispanics constitute an unfamiliar segment of the market, but one in which future growth rests. This report compiles the most critical information relevant to the pharmaceutical and healthcare marketers about the Hispanic market in the United States. Readers unfamiliar with the Hispanic market will find in this report most of the general demographics, epidemiology and insurance status of the segment. Experts in the Hispanic market will find the most recent data on Hispanics’ attitudes, beliefs and consumption of health services and pharmaceutical products, as well as an analysis of the drivers and attitudes behind the behavior data.
The report starts with a description of the demographics of the Hispanic population, including information regarding the population health status. Special emphasis has been given to the 65 or older segment, given the importance of this population segment.
Chapter Three includes Hispanics health statistics: healthcare spending, health insurance status, epidemiology of the Hispanic population, and pharmaceutical products consumption.
Chapter Four includes information about Hispanics’ approach to health; this chapter describes the appropriate segmentation variables to be used when approaching the Hispanic market. An insight into Hispanics values, beliefs and attitudes towards health, healthcare providers, pharmaceutical products, food, and diet are included in this chapter.
Last, Chapter Five provides the reader with some successful case studies in the industry and describes future trends of this market.
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
