US Hispanics Savvy Healthcare Consumers.

U.S. Hispanics are active healthcare consumers who seek information from key trusted sources, says a new study by Tapestry.

According to the study, 95% of the population ranked their doctor as the number one source of healthcare information, followed closely by direct mail brochures in medical offices (90%)and direct-to-consumer advertising (85%).

“The U.S. Hispanic population has been widely underserved by the $56 billion pharmaceutical industry, primarily because little research has been done to help pharmaceutical companies understand the behaviours and motivations of unique cultural groups,” said Monica Gadsby, Tapestry’s co-managing director and chief investment officer. “The gap in cultural understanding is one the healthcare industry has wanted to bridge, and this study provides a better understanding of how Hispanic consumers interact with marketing messages.”

The study revealed several key insights which will enable pharmaceutical companies to better reach Hispanic consumers.

Speak the language.

While Hispanic consumers do spend time with English language media options, 74% said they prefer to receive healthcare information in Spanish. Only 6% indicated a preference for English.

Target the medical community.

When asked about specific sources of healthcare information, 95% of the population considered their doctors to be a useful and credible resource.

Invest in direct mail brochures.

More than 90% of respondents consider direct mail materials found in medical offices to be a useful source of information.

Advertising works.

A remarkable 85% of respondents ranked advertising as the third most useful source of healthcare information—ahead of nurses, nurse practitioners and pharmacists.

Skip to content