One of my best friends measures her heart rate on her Apple Watch every time she has an anxiety attack, and I measure my productivity and mental health through my meditation and mindfulness app.
While I thought it was just my neurotic circle of friends, it turns out that these habits are characteristic of the entire Latino community.
This discovered a new research study conducted by Klick Health and ThinkNow and titled “Exploring Hispanic Health Attitudes & Behaviors for More Informed Cross-Cultural Marketing,” published in the April issue of the Journal of Cultural Marketing Strategy.
The study found that Latinos value health technology, including wearables (such as Apple Watches and Fitbits), fitness apps, and vital monitoring devices (such as glucose meters) more than those in other demographic groups.
Similarly, Latinos pay much more attention to health advertising than their non-Hispanic white counterparts and seek treatment at community clinics more often than at doctors’ offices or urgent care centers.
“Health marketing needs to better serve the needs of the Hispanic community,” said Amy Gomez, Ph.D., Senior Vice President, Diversity Strategy at Klick Health, in a press release. “Our research provides life sciences companies with the insights needed to develop impactful cross-cultural communications, foster greater health equity for this under-resourced population, and help healthcare marketers catch up to their consumer marketing counterparts by better addressing the ‘New Majority America,’ especially as April is National Minority Health Month.”
“Exploring Hispanic Health Attitudes & Behaviors for More Informed Cross-Cultural Marketing” revealed that 59% of Latinos are very comfortable using technology-based products and services (compared to only 50% of non-Latinos) and gravitate toward using patient portals, digital prescription refills, fitness apps, and wearables.
In addition, 56% of Latinos said that keeping up with technology was more important to them (vs. 44%), and more than half believe technology can help them live a healthier life (51% vs. 43%).
The study also found that Latinos are less likely to visit urgent care centers (36% vs. 61%) or the doctor’s office (52% vs. 61%) and more likely to visit community clinics (28% vs. 20%).
Latinos are more likely to shop at Latino grocery stores for health products and less likely to shop at mass merchants, online stores, or dollar stores.
And finally, Latinos are more likely to believe in the health benefits of “healthy eating habits” (29% vs. 20%) and a “healthy lifestyle” (30% vs. 23%).
“Beyond presenting healthcare marketers with an abundance of new opportunities for reaching Hispanics, we believe these findings are a step in the right direction to supporting more equitable healthcare practices, a cause that we are deeply committed to,” said Keri Hettel, Senior Vice President, Intelligence at Klick Health.