How to Tap into the Latino Market in a Down Economy

Healthcare KnowledgeSetTM

Webinar Series From viaLanguage

How to tap into the Latino Market in a Down Economy:

Tips for managing outreach and communication

Agenda

• The Latino Market• A sleeping giant and its growth potential.

• Marketing using a Latino vs. Anglo model • Paying attention to cultural cues.

• How to develop and execute a marketing plan – Regence Success Story

• Developing relationships, involving community leaders and selling internally.

• Differences between translation & transcreation• Best practices for managing communication to ensure authenticity.

Our Presenters

Francisco Garbayo, Regence Group, Emerging Markets With charisma, insight and cultural knowledge, Francisco is the leader and content expert for Regence’s Latino initiative. Regionally recognized for building relationships among the Latino community, Francisco has delivered astute marketing strategy to help build Latino membership at Regence BlueCross BlueShield. Before coming to Regence, Francisco spent more than 20 years in human resources, including tenure at Qsent as VP of Human Resources. His competency is proven in guiding companies and their people through periods of growth in evolving markets

Diego Basabe, viaLanguage, Business Development Manager Diego has over 4 years experience working with Health Plans, Hospitals, and government entities to translate and localize for a minority audience. Diego speaks 4 languages fluently and has lived on 3 continents. Prior to working for viaLanguage he was a program coordinator at Kellogg School of Management, working with entities such as Fundacao Dom Cabral to coordinate classes and events for the top executives in Brazil. He has also worked on translation and web localization of depleted uranium flyers along with health hazard information for Voices in the Wilderness, a Chicago based NGO that was conducting a bus tour of the Southwest.

Moderator: Scott Herber, viaLanguage Executive Vice President Mr. Herber has more than 22 years of experience in progressively responsible sales and business development in software and electronics, focusing on enterprise applications and the healthcare vertical market. Prior to joining viaLanguage, Mr. Herber was Regional Vice President of sales for Kronos’ Talent Management division, where he led his teams to record increases in sales. His previous experience includes Vice President of Sales, Director of Business Development, Field Marketing, Sales Training and Human Resource Management with companies such as Eastman Kodak, Sequent Computers and IBM.

About Regence

• Part of BlueCross BlueShield system

• Not-for-profit healthcare company

• 3 million members

• $8.3 billion in annual premium

• > $1 billion in reserves

Demographic Data - Population

• Latino population – fastest growing group in the U.S.

• Latinos growing at a rate of 126.4% from 1990 to 2011. • Anglos = 15.4%

• Latinos will make up 29% of the U.S. population in 2050, compared with 14% in 2005.

Source: Pew Hispanic Center & US Census Projections

Demographic Data - Language

Primary Language for US Born Latinos

Source: 2002 National Survey of Latinos (Pew Hispanic Center)

Demographic Data - Language

Source: 2002 National Survey of Latinos (Pew Hispanic Center)

Primary Language for Foreign Born Latinos

Demographic Data – Buying Power

• 2006: Latino buying power reached $798 billion.

• 2011: Latino projected buying power > $1.2 trillion.

• From 1990 to 2011: Latino buying power will have increased at a 450% growth rate.

• 2007: The first time Latinos control more disposable personal income than any other minority group in the US.

Source: Selig Center for Economic Growth at the University of Georgia

Demographic Data –Brand Loyalty

Source: Global Insights, “Snapshots of the US Hispanic Market,” Q1 2003

Marketing: Current vs. Latino Model

Current Model vs. Latino Model

• Serves the individual

• Assumption that happiness could be bought

• Ownership of goods could, in themselves, make us happy

• Reflects Western science-based thinking and uses analytical tools to make purchases

• Serves the community

• Mindset and outlook remains steeped in the folklore and culture of more agrarian societies

• Less materialistic, more emotional, intuitive, ritualistic, religious, superstitious and romantic

• Centered on tight-knit communities telling stories, word of mouth and trust to make purchases

Branding & Advertising to the Latino Community

• Test corporate brand statement with target market• Obtain permission to modify brand message as needed

“juntos podemos”

• Media buy unique to this market

• Create a baseline brand awareness measure, and then test six months after campaigns

Branding & Advertising to the Latino Community

Interaction and Local Relationships

• Latino Chambers of Commerce

• Latino Brokers

• Latino Providers

• Catholic Charities

Multicultural Awareness: Employees and Provider

• Study: Mandatory training ineffective• Even counterproductive in increasing the number of women and minorities in managerial positions (Source: Washington Post, January 20, 2008)

• Solution: Voluntary Training• Provider & Employee Newsletters

• Hiring Practices

Latino Cultural Cues

• Latino or Hispanic?

• Familism

• Collectivism

• Hierarchical Respect

• Religion

• Cultural scripts


• Familism – Value that underlies the strong Latin identification with members of the extended family. • Value of family unity• Loyalty to the family


• Collectivism – Value in loyalty to, and the contribution of, the group

• Emphasis on cooperation rather than competition


• Hierarchical regard – Respect toward those with power and positions of authority within the home, state, and church.


• More than 90% of the Spanish-speaking world is Roman Catholic.

• Latinos believe strongly in the importance of prayer and going to church.


• Cultural scripts, or patterns of social interaction: • Focuses on positive interpersonal relationships • Manifests in the acceptance of others’ ideas and rights above personal rights •“Simpatía”

• Communication patterns: • Focus more on non-verbal communication including the social setting, the use

of phrasing, gestures, tone of voice, and posture• In conversation, physical distance between Latinos is much closer than in

other cultures• Time values

Applying Cultural Cues

• Trusting personal relationships

• Develop trusting and personal relationship with Latino families.• Involve Latino community leaders in planning, delivery, and

evaluating your efforts.


• Community networking

• Partner with agencies and organizations already serving Latino families.


• Language and literacy

• Translation isn’t enough

• Regence strategy


Hiring practices

• Bilingual and bicultural employees•Help build cultural competency for organization•Pave way for making programs accessible to the Latino community•Build trust with the Latino community

Latino Member Experience: Consejeros Latinos

• Personifies Regence’s strategy

• Provides navigation to our Spanish-speaking members

• Acts as liaisons between the community and various member-facing departments

Latino Member Experience

Membership & Claims

Sales Healthcar e Services

Customer Service

Providers

Consejeros Latinos

Latino Member

Translation, Transcreation

Translation Transcreation• Conveys the exact meaning of

the source material• Customizes the source

material for the target audience

• Best for legal documents, official notices, statistical information, etc.

• Ideal for marketing materials, newsletters, community programs, etc.

viaLanguage Case Study: ShapeDown

• ShapeDown transcreated for Health Plan of San Mateo’s Latino Members

• Mary Had a Little Lamb and On Top of Old Smokey adapted for Latino readers

• Word puzzles recreated for Spanish

Glossaries, Style Guides and Translation Memories

Customize your AssetTrio for transcreation projects

• Translation Memory may not work well.• Style Guide should encourage use of target language rules and conventions.• Glossaries should be adapted for transcreation to make sure that right message is sent.

English Option 1 Option 2 Option 3 Hospice centro de cuidados

paliativoscentro para enfermos desahuciados

centro de cuidados paliativos (para enfermos terminales)

Join Us for the Next Webinar!

Developing Culturally Appropriate Marketing Communications Tips and Lessons Learned from the Trenches

When: October 6, 11:30am PST

For healthcare organizations, attracting and supporting ethnic markets has quickly transformed from an “add on consideration” to a powerful consumer group and strategic piece of the business model. The success of President Obama’s broad-based and extremely diverse campaign tells us that the tipping point in our culture has already happened. What is necessary to harness the power of today’s ethnic market? Short of having a dedicated ethnic marketing group, how can you incorporate best practices to your existing marketing infrastructure to ensure that your brand and content resonate across cultures?

In this webinar, you will walk away with tips and ideas for• Building your brand across cultures• How to gage if your campaign is hitting the cultural mark• How and when to incorporate cultural adaptation, copy creation, transcreation and translation• Expert tips on addressing healthcare literacy • Integrated marketing trends in Web and social media

Questions? Contact us…

viaLanguage.com 1-800-737-8481

• Francisco Garbayo 503-553-5031 [email protected]

• Scott Herber: 503-953-1959 [email protected]

• Diego Basabe: 503-953-1953 [email protected]

How to Tap into the Latino Market in a Down Economy

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Transcript of How to Tap into the Latino Market in a Down Economy