Hispanics are key to emerging healthcare markets

Hispanic consumers are key to the healthcare market.(AP Photo/M. Spencer Green)

HRI conducted the survey in the spring of 2014, canvassing 500 Hispanic and 500 non-Hispanic consumers about their healthcare preferences, attitudes, and behaviors.

One of the study’s most important recommendations for health providers is that they work hard—harder than usual, in some cases—to earn this demographic group’s trust.

Based on the data collected, Hispanic individuals and families may be less trusting of doctors or nurses than non-Hispanics and may reserve private information.

The HRI report notes that “regardless of benefits they might receive, 33% of Hispanics said they were not willing to share personal information compared to 26% of other consumers.”

Statements from Hispanic consumers highlight this interest in privacy as well as suspicion of the traditional U.S. system. One focus group participant, quoted on PwC’s website, said that “If somebody is sick with some kind of an illness, it doesn’t leave the house. Nobody needs to know that. That’s instilled in us since we’re little.”

Another focus group member implied that letting that information out required absolute trust: “We want to know that it’s going to be safe, that you’re going to use that information for what you say you’re going to use it for.”

In tandem with this finding, the HRI report noted that some Hispanics feel more comfortable going back to their country of birth to get care or buy medicine. In order for U.S. health providers to earn the demographic group’s business, HRI recommends that they form partnerships with Hispanic community-based organizations to build trust.

Non-traditional Services

While trust is one component to earning Hispanic business, accessibility is just as important.

Both the HRI report and a report from the Pew Research Center showed that technology is key to Hispanics’ interaction with healthcare services. According to Pew, “45 percent of Hispanics have searched the internet for a health care provider, compared to 41 percent of the non-Hispanics. And 34 percent of Hispanics said they were influenced by social media in making their choice, compared to 27 percent of non-Hispanics.”

HRI had similar data and suggested that healthcare companies hoping to capture Hispanic business should focus on online and mobile platforms in delivering services.

Along the same lines, the HRI report noted that Hispanics are more likely than non-Hispanics to use health services outside of a traditional doctor’s office. While the current U.S. system relies on primary care providers, Hispanics rely more heavily on pharmacies, community clinics, and retail clinics. Based on that, the report suggests that new entrants to the healthcare system and flexible health providers may have an advantage in coming years when working with Hispanic consumers.

Saving Money

Hispanic individuals and families looking for healthcare are also very price-conscious.

In fact, this was the number one healthcare consideration among the Hispanics surveyed: 46 percent of that group felt that cost was most important in deciding on care, while only 35 percent of non-Hispanics felt that way. On the other hand, 53 percent of non-Hispanics rated the quality of care as most important, while 42 percent of Hispanics chose this.

Analysts also found that Hispanics are more likely to delay health care than other groups, often due to cost: NBC reported on data showing that 43 percent of Hispanics delayed care last year, compared to 35 percent of non-Hispanics.

While the HRI report’s conclusions as to cost-savings, non-traditional and online healthcare services, and earning trust are likely important to winning Hispanic business, the report’s authors also cautioned against generalizing too far. As healthcare providers look to engage the growing Hispanic community, they’ll need to respect nuance, culture, and generational differences.

SEE ALSO: Hispanics want culturally-competent health care providers