Engaging Hispanic Healthcare Consumers: Understanding Beliefs and Behaviors for Effective Marketing Strategies

Cristina Torricella Armstrong [00:00:10] Bienvenidos. The American population is changing. Its organically growing its diversity and that diversity is increasingly becoming part of the fabric of our nation. Importantly, our cultures and beliefs are growing with us. As health care marketers, we know that engaging our audiences efficiently and effectively is crucial. But are we equipped to assess, understand, and communicate authentically with this growing population? People need to trust and feel the relevancy of our products. They need to identify with our campaigns. And in order to do that, it has to be authentic. [00:00:50]As healthcare marketers, we’re uniquely tasked with building awareness and education that drives patient outcomes. And in most Hispanic households where family defines who we are, the impact of effective marketing campaigns could be exponential. If you invest effectively in the Hispanic audiences by creating strategies that are propelled by their own values, I guarantee that you will see the value in the Hispanic audience come back to you. [28.1s] Today will highlight the unique values and behaviors of Hispanics that will help marketers reach this rapidly growing audience in more authentic and impactful ways. I am honored to welcome Jorge Daboub from Televisa Univision, Yesenia Bautista from PHM, and Eric Talbot of MedFuse To start us off, I’m just going to say we we have an incredibly growing health care expenditure and it continues to grow. It will probably top $4.8 trillion by the end of this year. We know the population drives health care expenditure. So, Eric, can you tell us about the population today and where it’s headed?

Eric Talbot [00:02:00] Yeah, I think, we’ve got to start with the population and take a step back from Hispanic and look at where we’re at today. End of last year, we were hitting just about 335 million people in the country. Near flat growth at just under half a percent year over year. But I think the real story is, as we peel that back and look underneath it and take this from an age demographic standpoint, that’s what I mean about stepping back from the Hispanic or multicultural segment. And I think a lot of us, for years, have looked at the target market for us as being an older patient population, whereas many CPG and other marketers have seen millennials, the largest demographic group, for quite some time, as being a key market. I think for us, what we have to look at, at this whole demographic is one, patients are getting younger, millennials are getting older. Right? So [00:02:56]the oldest millennials are 42. They’re being diagnosed at an early age. And I’m sorry for the millennials in the room. But you guys just aren’t as healthy as Gen X or the baby boomers were. Diseases are hitting at a much earlier stage. [13.1s] You also have a contracting, let’s put it that way, older population. The boomers are contracting their size and their contribution to the market. So [00:03:19]if we really want to be forward thinking about where we’re going, we’ve got to change the perception of who our patient is. And that perception has got to get younger. [7.3s] Here we’re just looking at the age contribution and, gender contribution. I find it really interesting that men start out over indexing against women. And then later in life we are seriously under indexed against women. So I don’t know what that’s all about, but anybody have ideas? Let me know. So. If we now take that concept back into healthcare in the aging population. We can take a little bit of a complex look and try to simplify as you’re seeing on the slides on the site. What we’ve done here is just to illustrate the point of where the market and where the future is coming from, we’ve plotted a range of about ten therapeutic areas. So that’s going to be your hypertension, hyperlipidemia, diabetes, obesity all the key driving factors. And each one is signified baby boomers by the gray squares, Gen X by the X, millennials by the yellow diamonds and Gen Z are the green circles. Putting this into that four quadrant, we can see that the baby boomers, they really are that contracting market. Their contribution is still kind of there, but their growth is rapidly declining. And what they’re adding to the market. Gen X is almost in that top right corner where we have large growth and large contribution. But interesting right behind them are the millennials in the Gen Z. And in fact, if we put this on a life cycle curve, we’re going to see that Gen Z and millennials are much closer to Gen X than Gen X was of millennials. Just because I’m a data geek and those that know me know I can’t resist a bit of data, here we’re looking in indexing the contribution of each age versus where it was five years ago. And [00:05:15]that peak curve that you’re seeing early on in the graph where Gen Z and millennials, they’re at times indexing at 160% of where they were in contribution just five years ago. So it really does highlight this getting sick in an earlier stage. [14.3s] We’re going to look at, overweight and obesity just because that’s a driving factor of so many diseases. And you can see the yellow line, which is 23 versus 2019, is higher in the earlier Gen Z, millennial range and lower in the older ages. And then if you’re working in the mental health, anything with an ICD ten starting with an F. So if that’s, hyper, ADHD, anxiety, depression, bipolar, you’re going to see the heavy skewing to a younger audience. So I think there’s plenty of evidence here and data that’s telling us we need to reframe who our patient is. And I think when we go there, obviously we’re going to start thinking more about the multicultural audience. [00:06:18]Right now Hispanics, we’re going to talk a lot about Hispanics, there are some great experts on stage with me is 19% of the population. And if we look at that overall multicultural population, that’s 44% of the US. If we take that and translate that through to the millennial, we’re going to see that 44% becomes 47%. So if we’re going after this millennial population, which is really the future for many of the brands that are here, we have to think beyond the old white couple, [31.4s] right? It really is just the simple fact that our population and how we have to, communicate with them is going to change. So.

Cristina Torricella Armstrong [00:07:02] Yeah. And Yesenia you had something to offer to on this in earlier conversation around what this means specifically for millennials in Hispanic households and what that might mean in terms of the exponential access and how it might look from a health care perspective.

Yesenia Bautista [00:07:18] So I am a millennial, and what we are coming up against, against in relation to Eric’s data is that [00:07:26]the millennials are becoming a sandwich generation, meaning we’re taking care of young kids as parents. We’re taking care of our aging parents. And also of maybe a sick spouse or partner. And then also lastly ourselves. So it’s a big burden, but yet we have this potential to have to be this huge audience at the point of care where we’re going to different types of specialty offices. [29.3s] And we’re seeing, treatments for different, conditions that our parents are facing, we’re facing or kids are facing or a spouse is facing.

Cristina Torricella Armstrong [00:08:07] And then so this kind of brings up the cultural attributes and how that might look different in a Hispanic household versus your traditional non-Hispanic households that we think about often in health care marketing. What are the cultural attributes that marketers need to understand to authentically engage with this growing Hispanic population? Jorge, you work often specializing in this market. I was wondering if you could open up the discussion for us.

Jorge Daboub [00:08:34] Yeah, it’s interesting. When you look at the Hispanic market, these are individuals that either come from countries in Latin America that’s Caribbean, Mexico, Central America, South America, including Brazil. That’s what’s defined as being Hispanic–Hispanic, Latino. And what you see is a [00:08:49]different countries have different cultural nuances, but the attributes that I want to highlight are the ones that pretty much align across all these different countries. [8.9s]  And what you have forming, and this has been happening for decades now, is a common Latino identity. So they have a common language or two languages, English, which is the language of commerce obviously in this country. And people respect that, but also very proud of their native language. And the retention is pretty high. In some cases, up to 70, 75% of the market continues to speak to the Spanish language. It’s a cultural attribute. But then [00:09:23]you have very significant pronounced cultural attributes that are important because it really plays a big difference in how it impacts health behavior. So we talk about, for example, heavy emphasis on family and family takes care of a family. We have an emphasis on community. And so individual success is not the most important thing. [23.3s] Yes, it is important, but it’s also how they’re extended family, immediate family, extended family, and their community performs. You have respect for elderly. And the intergenerational relationships that are formed that are very strong. And what you’ll find is even though there is an overexpression of metabolic conditions in our marketplace, in the Hispanic community, the longevity of Hispanics is actually just a couple of years shy, lower than Asian-Americans. And it’s that whole notion that family takes care of family. It’s a very nurturing environment. You have spiritualism. About 90% of Latinos are are Christian, Catholic. And so you have that ethos of Catholicism, which is intertwined in terms of our psyche. And that comes with some guilt, some fatalism, God’s will. You know, ‘if I get this condition, that’s what God mandated.’ But at the same time, I’ve heard stories of ladies going in and being diagnosed with, for example, diabetes. They then are immediately thinking, ‘oh, I’m going to lose eyesight or I’m going to die earlier than I should’. Because that’s what’s happening in their homes with with family members and friends the same time. A day later, they go to the church, they light a candle and they have that eternal optimism. Which is interesting in terms of juxtaposing the fatalism with that eternal drive to live. The fact is that [00:11:17]when you also take a look at the makeup of a family, Hispanic families are typically matriarchies. They’re not patriarchs. We’d like to talk about macho men. That’s a fallacy. You know, these are women who really play a critical role in the health care decision making of their families. And so when you’re looking at point of care, and one of the things that’s very interesting is that female head of household is typically the one who takes care of the family’s health. [25.0s] That’s, I think, generally speaking. But in our marketplace, what you see is that she plays a much more prominent role, needs to be or wants to be part of the decision making process. [00:11:52]Even though she’s not the patient, she wants to be spoken to, because she’s going to play a critical role in deciding  what they’re going to be doing with with the patient, [9.5s] along with, of course, with, with a doctor. So those are some nuances in terms of how culture impacts health behavior. You also have power deference. So the trust in relationships are critically important. So again that’s why for example a brand [00:12:17]developing brand equity is so important because for a marketplace having brand equity, having trust in the brand means that it’s going to be more in in our minds, the efficacy is going to be much greater for those brands that have a relationship with with the community. And so from a point of care standpoint what’s also challenging, is that point of care is going in a very different direction than what our market expects or is looking for. They’re looking for a trusted relationship. They’re looking for an opportunity to have a conversation with a doctor. And typically what’s happening now is that they’re in and out. [34.7s] Had a conversation with the director of medicine for Somoa , which is a big, clinic in the northeast. And one of the things he was talking about is when some of his patients have an appointment with a doctor. It’s a big deal for for typically females out of households. She puts on our best dress. She goes in about an hour earlier, and she’s established a relationship with people in the counter and expects to spend more time with a doctor. And again, these are clinics that specifically serve our community members. But that just gives you kind of a sense for some of the nuance differences. And [00:13:32]you have to acknowledge that the patient journey across all therapeutic areas, there’s a lot of commonalities, but then you have the nuanced behaviors that are influenced by culture. And if you’re able to use those as levers, you could increase better health outcomes with this community. [16.0s]

Cristina Torricella Armstrong [00:13:50] You know, [00:13:51]the the emphasis on family, on women being the custodians of health, looking at these points of care as opportunities, really to engage not just one person. But we’re talking about how this ladders up to their entire family intergenerationally, and as a community shared responsibility. So it’s a great way of kind of tapping in. [22.2s] One of the interesting things about that, though, is when we look at this, you know what? What is missing from the market research that we’re not seeing. What is the data that we’re using? Is it being used correctly? Are we able to even understand this audience when we’re reaching out of point of care?

Eric Talbot [00:14:30] So, Jorge, we’ve talked about this a lot. Some of the foundational data is definitely on the conservative side. So U.S. Census, in the last census, there were issues around collection of data. So there’s potentially an under projection, because people didn’t engage with it as well. I think, Josh, who works in for his team, cited something like it was a 4X undercounting versus where they were previously. Now, if we come back to health care data, which is where I’m most comfortable, we’re a data company, and we’ve appended all the social determinants of health into our data. So I can look at data and start to slice and dice it and understand where the opportunities exist. And it’s interesting. And I said it earlier, somebody sent me data at 10:00 last night. That’s like coffee and a sugary dessert for me. So I was wired and couldn’t get to sleep. But it was really interesting because ten plus years ago, when I got into the multicultural space, I was drawn in because I could see these really pronounced, gaps. And for me, look, I think [00:15:36]if we do the right thing for the right reason, that’s brilliant. If we do the right thing for the right reason, and there’s an economic benefit and a business imperative for us, I think that’s even better. [8.2s] So that’s how I got into the space, right? I looked at data and said, there’s a gap. And it’s interesting because as I look at all those key factors, there are still gaps that can be closed, like in diabetes. Jorge and I did a webinar the other day. [00:15:58]Calculate there’s about a $4.2 billion opportunity of gap within the multicultural segment that’s getting, Asians, blacks, Hispanics to the same level of treatment that you have of the Caucasian Asian population. So I think there’s great opportunities there. [16.6s] When we dive down and look at, days on hand, day supply and so many other metrics, the gaps that existed are starting to close because companies like Univision and others have been activating against it. There’s still plenty of opportunity. So if I’m giving advice, [00:16:35]I’m saying make sure that the data you’re looking at isn’t just by disease state, but you’re looking age and race and ethnicity and other factors to truly understand what’s beneath the surface in your markets. [11.9s]

Cristina Torricella Armstrong [00:16:48] And Yesenia. You work very commonly with brands in these different areas, creating strategies about engagement. And in terms of the data, the market research and then applying it, what are you seeing that is preventing brands from effectively using data or effectively creating strategies that tap into this incredibly valuable market and its ability to kind of go out and distribute its impact?

Yesenia Bautista [00:17:14] Yeah. Being in the industry for the past 15 years on the agency side for Point of Care, specifically, what I’ve seen and the prepandemic, I really only had one brand participate in a program directly targeting Hispanic audience. And that was basically because I advocated for it and I pushed it. And that was one program. Fast forward to post pandemic, I’ve done 12. And while I think that’s a great number, I think that still I want to get to the point where we’re not even counting anymore and it just becomes organically part of the marketing mix. So part of what’s really missing is understanding a lot about the Hispanic audience. [00:18:02]Number one, there’s basically three main disease conditions that are affecting Hispanics more than other populations obesity, which we mentioned before, diabetes and also dementia. So those three things [18.1s] [00:18:20]we need to close the gap on really providing more information. And the biggest gap is at diagnosis. And that is partly in because there is lack of education, lack of awareness, lack of resources, lack of convenience and lack of assets that are driven towards the these Hispanic audiences. [21.7s]

Cristina Torricella Armstrong [00:18:43] And you talked about it

Jorge Daboub [00:18:46] The biggest gap in health behavior that we see pretty much across the board against all therapeutic markets is in diagnosis. There’s a gap between the prevalence of the condition and diagnosed prevalence in disease states, where there’s been activity consistently over the last seven, eight years. What we’ve seen is that diagnosis gap has actually diminished, and it’s the same as general market. And as a matter of fact, in some cases, their persistency level is even better than the general market. So [00:19:13]it’s about informing. It’s about promoting good health behavior. It’s about, really empowering consumers and making them, this advocates for good health. If you kind of look at the data, it’s surprising what you can uncover. As an example with chronic migraineurs. A third of the patient population are Latinos, and yet there’s not one CGRP advertiser in that space. So certainly there’s an opportunity to establish first mover position against a community who’s looking for health solutions. So the data is available. I think it’s just making sure that you lean in, that you’re asking the right questions and really trying to understand what are those key insights, what are those drivers where the gaps in health behavior because the patient journeys are the same. [47.6s] Right. It’s just uncovering that. Yeah.

Eric Talbot [00:20:03] So what you’re saying is exactly what I saw in the data. So there’s the gap in getting to that diagnosed. But once diagnosed the behaviors are very positive. And the gaps that we saw ten years ago have closed down. I think the key for everybody, if you’re taking away, if you’re brand is and especially if you’re working on anything prelaunch is, [00:20:23]make sure that you’re starting to think about the diversity of the US population as early as your clinical trials. [6.0s] There’s new legislation that you have to have representative samples. And for years within research, there just hasn’t been. Hey, we could do a little demonstration and kind of explain how it goes. But if you don’t over represent your smaller niche populations and Hispanic. Really? I don’t know if niche is appropriate anymore. 19%, 1 in 5. But that those voices get drowned out literally and figuratively. If I’m doing a focus group and I only have two Hispanics in the room, they’re going to be drowned out. If it’s clinical trials. And I only have, 10% Hispanic and, African-American. [00:21:11]So black population is 14%, and I only have 7% of that. The nuances in the differences there are going to get drowned out, and you’re not going to have that data to market with. And we’ve just talked about that’s the future, right? When the millennials come through 47%, almost half are going to be multicultural. So this isn’t ‘oh, It would be nice.’ I think the data tells me it’s something we have to do well. [23.0s]

Cristina Torricella Armstrong [00:21:34] And I think it’s really important. [00:21:35]There’s a there’s a hunger, there’s an audience that is waiting to be marketed to within the Hispanic community. And I don’t think that that just means translation. I think that means creating with their values in mind, with understanding the what you can tap into. And in doing that, Yesenia you’ve talked about this from the start. Right. Really looking at what does it look like to market to this audience that’s different. [24.3s] It’s not pictures of people by themselves, on their own independent health care journey. It’s it’s about how that ladders up and who it impacts is. Would you agree with that?

Yesenia Bautista [00:22:11] And so when we consider the Hispanic audience, there’s, you know. There’s social determinants of health that we should consider, including language as a barrier, health literacy that they may not be able to read or comprehend anything written given at the office or on a prescription bottle, at least. Income. Health insurance. Or. What if what defines like good health insurance or lack thereof? Also immigration status and. Employment. Many Hispanics are blue collar workers. They have to work six seven days a week. Some have two jobs and can’t even take out the time to go to a doctor’s office to take a prevent, you know, have a preventative appointment to understand if they’re healthy or not until until they have the dire need to go to a doctor. So [00:23:08]I think we need to start with all the social determinants of health and understand, some of the complexities there and the literacy there that also they need more of a disease state awareness instead of going straight to brand.com, they need to understand what diseases they may be confronted with or their parents may be confronted with, and what that could look like if they don’t take care of themselves. [25.5s]

Jorge Daboub [00:23:34] Yeah, I think that’s the one thing I just want to add is that [00:23:38]about 83% of Hispanics have health insurance, versus about 92% for the general market population. Yes, there’s a gap, but that gap is closed very significantly over the last ten, 15 years. So that’s that’s really important. The other thing is that this is a consumer who has a positive view towards pharmaceutical companies, which is very different than other segments of the population. [19.6s] If you go to Latin America, typically a pharmacist gives you a script. And, when you go to the pharmacy, they have all the brand names for all the different companies. So [00:24:08]we grew up being aware and respecting the pharmaceutical companies and trusting those products. [6.6s] All right. That’s that’s what it is. I think the other thing is that [00:24:18]this is a consumer segment or a patient segment that’s looking for health solutions. They feel that they’re not being spoken to. They feel that they’re not reflected in the materials, in the content. But nevertheless, I mean if you’re sick or you have a lover who’s sick, you’re vulnerable. As a human being, you’re looking for the best, most effective medication to cure you or to make your life better. And that’s what this consumer is looking for. [30.9s] They’re looking for health solutions for the conditions that affect them or their loved ones.

Eric Talbot [00:24:54] Where are you? I pulled back just a little bit, to what you were saying before. You were talking about the different elements. [00:25:00]Language is most certainly an important element, but culture is just as important. Even more important. If if the message is not in culture, even if it’s in language, it’s not going to hit. [11.4s] And for me, when I think broader than just the Hispanic but the black population, there’s a cultural difference in how you communicate. I mean, I’m the I’m I’m the most Latino on the stage here, right? So so I’ll defer to those not as Latino as me but, yeah.

Jorge Daboub [00:25:30] So so a funny story. This is going back probably around 20 years when Viagra first launched in the marketplace. It was interesting because Spanish language media was part of that campaign. And we did we funded a iQVIA study in partnership with Pfizer. And one of the most successful ROIs was the one that was delivered by Univision in support of Viagra. So fast forward, change in management, basically lost institutional knowledge. Years later viagra was investing a lot of money as it got towards LOE. So it was fascinating is when we engaged with the brand team and the media team within Pfizer, we did an evaluation of their commercials. Again, they’re geared towards general market. And we talked about, you know, kind of the impact of culture and family. So [00:26:22]when we we looked at, I think 12 different executions. And typically it was men together at a beach or men together fishing or men together doing activity. The reaction from most of the people who we tested it with at Univision was, where’s the wife? [16.7s] And so there were a couple of executions that had had wives or significant others in the video execution. And those are the ones that were applied to our marketplace. So again, it’s nuance. [00:26:53]The other thing is when you take a look at a commercial that’s effective with the marketplace, you never see a patient and a doctor alone. You see husband and wife with a doctor. Very simple, very nuanced. But that’s how in terms of authenticity, that’s how you can engage more effectively with the segment of the population. And they’re very subtle differences. So a general market kind of consumer wouldn’t notice, but a Hispanic would if it’s just one individual talking to the doctor. [29.3s]

Cristina Torricella Armstrong [00:27:24] Well, I think that ladders up to to to the tactics question. Right. Like if we know that it’s about the people impacted that are sharing the health journey, the caregivers, the family, the extended people and communities. I love thinking about the wife in terms of Viagra, but that’s a really important area in terms of driving that conversation. You know, just impact. And when you when you look at that, you also have to think about where is this message hitting right? Like, [00:27:51]if I need my my tio to do something, I need to talk to his wife. That is the way my family makes things happen. And so is your messaging somewhere where someone can take it home, think about it with their family? [12.7s] Or is it just in that one area? So where is your point of care? And I think it allows us to expand what this definition is. So, you know, in thinking about that and we think about everything, we’re talking about values, beliefs, market research, integrating all these things. Where are we looking at effective tactics and and really good representations of getting over these obstacles and making marketing work for the Hispanic audience.

Jorge Daboub [00:28:29] I think you have to look at the, when you look at the health continuum, take a look, for example, at the role of the pharmacist. And [00:28:36]in our community, the pharmacist plays a unique role. A very prominent role actually within kind of our that health continuum. [7.3s] When you look at what protocols can be developed to engage more effectively with the patients once they’re diagnosed with the condition? We have certain clinics that we’ve worked with where the protocols that we’ve developed is that the doctor will diagnose the patient. The patient has X, Y, Z, disease. And then what they’ll do is the nurse practitioner will follow up that afternoon with the phone call and to [00:29:12]set up an appointment and have a conversation with the patient so that she thoroughly understands the regimen that’s being recommended by the doctor. [7.3s] I mean, those are those are the [00:29:22]protocols that are being developed to drive better health outcomes. And what they find is that it drives better health behavior and a healthier patient. [7.4s]

Cristina Torricella Armstrong [00:29:31] And and Yesenia you’ve been working with brands in creating campaigns, now where are you seeing the successes?

Yesenia Bautista [00:29:39] So we all see the ads on TV. [00:29:43]I don’t think Hispanics need a broadcast TV spot with people on a sailboat or up and down a roller coaster as much as they need an informational guide that speaks to a condition in their language, with culturally relevant editorial and people that look like them, and everything else that comes with the culture to address the Hispanic audience. That would resonate more. And it’s more about it’s not just translating and checking the box and doing this one off program. It’s really doing the whole transcription for the Hispanic population for your point of care programs. [39.7s]

Cristina Torricella Armstrong [00:30:24] Yeah, I think it kind of I when when Jorge was talking, I was thinking about where it is effective in terms of even like resource gaps that you had been talking about barriers to access and and what does that look like? What are the things we can avoid doing? I think kind of comes up as well, you know, what is it that we’re doing that isn’t really working?

Jorge Daboub [00:30:46] I think you have to take a look at first, [00:30:48]make sure that the data is reflective of all segments of the population. [2.5s] So you can take a look at the patient profile and understand where there are gaps in health behavior. And if you’re able to close that gap, does it help you drive towards your KPIs. Whether it’s NRX, TRX, switching whatever it is that your your goals are. I think in terms of the execution and [00:31:13]what would you need to engage effectively with this consumer segment? There’s no need to do brand up creative to engage with the marketplace. You can do a shadow shoot and make very simple, nuanced differences, changes to that execution. While it’s being shot in English, you can shoot in Spanish. [16.7s] So there’s a lot of savings that you can benefit from with one shoot. From a point of care standpoint. I think Yesenia you’ve mentioned that there’s very little materials that you’ve come across that are developed for the marketplace. And it’s important, I think, that how do you communicate, how do you engage with with a patient who’s looking for information. And how do you help them become the best advocates for their health and that of their loved ones?

Cristina Torricella Armstrong [00:32:01] And Yesenia you actually mentioned, as in terms of like  working late hours, working lots of jobs, being blue collar that also means extending where we think about how their journey is. If the pharmacy is open till 10:00, maybe that is the place that we think about engaging, in addition to community centers, hospitals and other places that we need to have representation. Right.

Yesenia Bautista [00:32:26] And we have a room full of industry partners that have really brought a lot of great programs developed, new innovative stuff that allows for more engagement, deeper leadership in leadership into a lot of disease day conditions. So, you know, I want to commend all the partners here that have brought that to life and are talking to the agencies and marketers and just encourage you to keep pushing those forward. Because the last a few years I did one and now I’ve done 12. So I want to get to the point where we’re not counting anymore.

Eric Talbot [00:33:06] And then I would just lean in and say so the execution of the creative and the messaging and the targeting is great. And by the way, data helps us with targeting. But I think identifying where and where, I think one of the gaps is in the execution that I’ve seen is, brands will look to do a geographical base. This zip code is high density. Well, where I live is a perfect example. I’m in Fairfield, Connecticut, on the border with Fairfield and Bridgeport, which is highly Latino, and then Trumbull and Monroe. And there’s a medical center at Yale, which is just over in Monroe. But if you look at Monroe, that’s very white, very middle class. It doesn’t mean that people aren’t coming from Bridgeport and everywhere else. [00:33:52]So the data exist to be very precise about where you go to, because I think a lot of good locations at Point of Care are missed when we just do a geographical do it at the physician level. If we’re talking about pharmacy, do it at the pharmacy and get specific. [16.9s] So those would be my $0.02.

Cristina Torricella Armstrong [00:34:12] No, I mean I love that. And the fact of the matter is that we we do need to see that thought about where are people going and how are they pursuing it now as Jorge said, [00:34:21]this is an audience that wants that, that has a high demand for the products and information that are out there. They’re willing to seek it. They’re probably willing to go to the next place. As long as they know that they’re going to be reflected in it. [13.9s] And that just doesn’t mean we show a patient there. We also show the doctors. We, I know my mom, gets incredibly excited whenever she seeks out Hispanic doctors. She seeks out people that will listen to her. And I think [00:34:52]you had mentioned before that even if it’s not a matter of language, it’s not translation. When people hear their language acknowledged, when they see familiar names, faces, that really hits at the heart of who we are. [16.5s]

Jorge Daboub [00:35:09] What drives comprehension and it drives engagement. Yeah, the one note, too, is that you [00:35:14]can’t let perfect get in the way of doing good business and serving this community. [5.3s] And we typically talk about a good that are best best as having all materials point of sale or point of POC as well as DTC assets, all in English. But then we have clients who have adapted their English language spot by putting literally a subtitle, on an English language copy, engaging with a bilingual audience. And that’s driven great success. So, again, happy to to work with any of you who are interested in having a deeper conversation about this. [00:35:56]This is not as complex as as I think some people think it is. Everybody wants to be authentic. Nobody wants to offend anybody. But there are ways of doing it in a way that could really drive impact for each of your brands and for the patients. [15.3s]

Cristina Torricella Armstrong [00:36:13] Yeah, I think the strategy is an important point that you bring up. You know, in in short, we could have this conversation all day and we could go into a lot more detail. And we don’t, unfortunately, have the time right now. What we really wanted out of this panel, though, was to open up the conversation and have you take it home with you. For the sake of time, I’ve got a I’ve got to let everyone kind of go, but I think we want to close with a couple things here. [00:36:41]But this is a massive audience that is hungry for information that really wants to engage. And if there are things to unlock this Hispanic audience that we want you to take away, it’s understanding that the cultural influences and values to engage them. They build long term loyalty, they drive demand, and they are going to create value for you. [22.0s] If you can’t as Eric said, do it for the right reasons. Do it for the bottom line. You know, integrate your target audiences holistically and continually check that data selection. Make sure your market research is inclusive so that you’re building on good foundations. Create bespoke content from the start to maximize your spending in terms of how you’re allocating and integrating and being strategic about it. And most of all, all of these people are amazing and are totally willing to help you. So ask one of our experts that are up here, or if you don’t get around to it today, reach out through POCMA and and get that information, have these conversations and and pursue this audience because it is going to be a massive audience that continues to grow.

Eric Talbot [00:37:48] Is that and just to make a plug for and I are doing a webinar. Go into this deeper on the prescription stuff. April 27th. So look out for that and yeah, join us.

Cristina Torricella Armstrong [00:38:00] Thank you very much.