The Hispanic Millennial Project Wave 2: Hispanics and HealthCare Multicultural Health National 2014 October 16,
The Hispanic Millennial Project
Wave 2: Hispanics and HealthCare
Multicultural
Health National
2014 October 16,
2 Overview
• Introduction
• HMP Overview
• Emerging Themes
• Comparing Hispanic Millennials
• Points of Tension
• Implications for Marketers
• What’s Next
Introduction
4 Jose R. Villa
President
Sensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.com SensisBureau.com
Roy Kokoyachuk
Partner
ThinkNow Research
thinknowresearch.com/blog
5 The Hispanic Millennial Project is a joint research
study developed by cross-cultural advertising
agency Sensis and market research firm ThinkNow
Research.
6
BACKGROUND
• Advertising & digital agency
• 43 employees
• 12 million in revenue (2013)
• 16 years in business
• Independent, minority-owned
• Offices in L.A. , DC, & Atlanta
CAPABILITIES
• Research & Analytics
• Strategic Planning
• Media Planning & Buying
• Creative Development
• Digital Marketing
• Mobile & Website Development
• Hispanic, African-American,
Asian Marketing
7
Online Panel Over 30,000 respondents to recruit from
Nationally-representative, per Census
Unique recruitment model that encompasses online
and offline recruitment methods such as Spanish-
language television advertising
ThinkNow Research
Research Fortune 500 clients
Over 30 years of research experience specifically in
the Hispanic market
Only Hispanic market research company that owns
& operates an in-house panel
Experts in Hispanic
Market Research ThinkNow Research provides innovative online market research solutions for companies looking to understand the U.S. Hispanic consumer. We specialize in researching the U.S. Hispanic demographic and other hard-to-reach consumers in order to deliver high quality research to our clients that bear actionable and meaningful results.
#HMPDC
8 Hispanic Millennial Project Wave 2: Healthcare
The initial wave established a deeper understanding of Hispanic
Millennials and highlighted meaningful differences between this group
and other cohorts.
This second wave focuses on healthcare, and explores attitudes and
behaviors associated with health, diet, and exercise, as well as
health-related technology, insurance, and the Affordable Care Act.
9 Research Methodology
• ThinkNow conducted a nationwide online survey in June 2014
• A total of n=908 interviews were completed. Qualified respondents were
segmented into one of the following three groups:
• Non-Hispanic White does not include African-Americans, Asians, and other
ethnic groups
• Respondents in each group were weighted to match U.S. Census for age,
gender, and U.S. region
The Hispanic Millennial Project research
combined the following research elements:
• Literature – An analysis of third party
research on Hispanic Millennials
• Secondary Research – An analysis of
syndicated research data (U.S. Census
Bureau, Experian Simmons, Geoscape,
etc.) on Hispanic Millennials
• Primary Research/Quantitative
Research – Online survey data gathered
by ThinkNow Research
Research Abstract:
Hispanic Millennials Hispanics 35+ Non-Hispanic White Millennials
Origin Self-identify as Hispanic origin Self-identify as Hispanic origin
Self-identify as White Non-Hispanic Origin
Age 18 to 34 years of age 35 to 64 years of age 18 to 34 years of age
Base Size N=302 N=305 N=301
10 Summary Findings
This study shows that healthcare is a vital topic for Hispanic Millennials.
On the one hand, the data suggests that Hispanic Millennials are at the forefront
of the well-documented health “craze” sweeping the nation.
On the other hand, we see Hispanic Millennials’ cultural views about health are
rooted in traditional ideas inherited from their older Hispanic cohorts, while they
clearly diverge from these conventional notions, they are reinventing them at the
same time.
Key Themes
12 Hispanic Millennials…
1. Have sophisticated health attitudes
2. Are cautiously optimistic about health
3. Are engaged in healthy lifestyles
4. Embrace health technology
5. Trust doctors to a degree
6. Are widely insured
7. Favor the Affordable Care Act
Theme 1
Have sophisticated health attitudes
14 Diet, feeling good, and exercise define health “What does being ‘healthy’ mean to you? How do you define being ‘healthy’?” (Open-end)
15 Proactive about managing health “Which, if any, preventative measures are you taking to avoid health problems in the future?”
Theme 2
Are cautiously optimistic about health
17 Report lower levels of stress Which suggests Hispanic Millennials are more optimistic about their health.
Based on a 5-point scale – Completely Stress Free to Very Stressful “How would you consider your stress level overall?”
18 Yet concerned about hereditary illnesses “You mentioned that you are concerned about getting an illness / condition in the future. What illness /
condition is that?”
Theme 3
Engage in healthy lifestyles
20 Far more likely to exercise regularly “How often do you exercise, if at all?”
4+ Times per Week (Net)
21 And exercise for health-related reasons “Please rank the top 3 reasons why you exercise.”
22 Significantly higher engagement in team sports Difference in attitudes towards exercise & corroborates close knit social ties.
Playing a team sport (basketball, soccer, football, volleyball, etc…)
“Which of the following types of exercise do you take part in regularly?”
Theme 4
Embrace health technology
24 Hispanic Millennials embrace health technology
They are using mobile apps for health-related reasons.
“Do you use mobile applications (“apps”) for health-related purposes?”
Theme 5
Trust doctors to a degree
26 The doctor is the most trusted source Which sources are you likely to use when looking for health-related information or advice?
27 Yet resistance to see the doctor persists
“I don’t need to get check-ups or see a doctor unless it’s absolutely necessary.”
Theme 6
Widely Insured
29 Higher percentage receive public assistance
“How do you get your health insurance?”
Theme 7
Predominantly in favor the Affordable
Care Act
31 High familiarity of the Affordable Care Act
Familiarity with Affordable Care Act among those aware
Awareness of Affordable Care Act
32 Over half in favor of The Affordable Care Act
Perception of The Affordable Care Act
33 Health insurance favorability tied to income
Opportunity to educate lower income Hispanic Millennials about the positive benefits of
the Affordable Care Act.
Perception of Affordable Care Act (By income)
Comparing Hispanic Millennials
Hispanic Millennials vs. Hispanics 35-
64
36 Living active lifestyles Hispanic Millennials are more likely to lead active lifestyles, while older Hispanic are more
cautious about their health.
What does being “healthy” mean to you? How would you define “healthy”?
Please select the point in the scale that describes how much you agree or disagree with each statement below (top 2 boxes)
Hispanic Millennials vs. Non-Hispanic
Millennials
38 Common Diets Hispanic and non-Hispanic Millennials converge in terms of what they avoid eating.
Biggest Concern Overall
“Please rank the top 3 things you look for in food before eating (or the ones you try to avoid most).”
39 Yet uncommon concerns Hispanic and non-Hispanic Millennials diverge when it comes to which illnesses they are
concerned about.
What illness/condition is that?
“You mentioned that you are concerned about getting a certain illness/condition in the future.”
40 More likely to exercise and engage in team sports Hispanic Millennials are more likely to exercise and engage in team sports compared to non-
Hispanic Millennials.
How often do you exercise, if at all? Which of the following types of exercise do you
take part in regularly?
41 In favor of the Affordable Care Act Hispanic Millennials are more in favor of the Affordable Care Act compared to Non-Hispanic
Millennials.
Perception of Affordable Care Act
U.S. Born vs. Foreign-born Hispanic
Millennials
43 U.S. Born emphasize mental health
U.S. born Hispanic Millennials are more likely to define health as being happy, while Foreign born
Hispanic Millennials are more likely to define it as not having physical problems.
What does being “healthy” mean to you? How do you define “healthy”?
44 Foreign-born exercise to relieve stress Foreign born Hispanic Millennials are more likely to exercise to relieve stress compared
to U.S. Born Hispanic Millennials.
Please select the point in the scale that describes how much you agree or disagree with each statement below (top 2 boxes).
45 Foreign-born preference for home remedies Foreign Born Hispanic Millennials are more likely to prefer home remedies over medicine compared
to U.S. Born Hispanic Millennials.
Please select the point in the scale that describes how much you agree or disagree with each statement below (top 2 boxes).
Hispanic Millennial Males vs.
Females
47 More optimistic about their health Hispanic Millennial Males are more optimistic about their health compared to women.
How would you rate your overall health? How do you think your health will be 5-10 years from now?
48 More likely to consult their spouse Hispanic Millennial Females are more likely to consult their spouse for health-related information
compared to Males.
Which sources are you likely to use when looking for health-related information or advice?
Points of Tension
50 One of the most important ways to
establish a deeper understanding of
Hispanic Millennials is to
comprehend the points of tension
characterizing their lives.
As marketers, we know points of
tension provide powerful
opportunities to communicate and
connect with consumers.
Points of Tension
51 Among the defining characteristics we see in Hispanic Millennials are the numerous and deep cultural and psychographic points of tension they face.
• Because they live in two cultures, caught between very different generations, they face constant cultural tensions related to decisions about health and wellness.
• We identified points of tension as it relates to healthcare.
52 Rate overall health as good, but still concerned Rate overall health as good, yet still preoccupied with health concerns.
“How would you rate your overall health?” Results of Top 2 Box: Excellent/Good
“I am concerned with my health today” Results of Top 2 Box: Strongly Agree/Somewhat Agree
53 The idea of seeing a doctor is important Hispanic Millennials agree that seeing a doctor regularly is important, although won’t go
unless it is an emergency.
“Seeing a doctor regularly is important to me.” Results of Top 2 Box: Strongly Agree/Somewhat Agree
“I don’t need to get check-ups or see a doctor unless it’s absolutely necessary.”
Results of Top 2 Box: Strongly Agree/Somewhat Agree
54 Inner well-being versus outside appearance They define Health in terms of diet and exercise, yet the cultural impulse to focus on physical
appearance is strong.
What does being healthy mean to you? How do you define “Healthy”?
(Open end)
“Please rank the top 3 reasons why you exercise?”
55 Trust doctors to a degree Foreign-born Hispanic Millennials place more trust in doctors, yet they are also more likely to get a
second opinion.
“What sources do you trust most for health-related information or advice?”
“I always get a second opinion from other doctors.”
Results of Top 2 Box: Strongly Agree/Somewhat Agree
56 Eating right is important yet difficult Female Hispanic Millennials define health as having a good diet, however they are more likely to
claim that they eat less healthy.
What does being healthy mean to you? How do you define “Healthy”?
(Open end)
Agreement with statements about diet Results of Top 2 Box: Strongly Agree/Somewhat Agree
57 Online health information used more than trusted Female Hispanic Millennials are more likely to seek out health-related information or advice online.
However, they are less likely to trust the internet over doctors.
“What is the most trusted source that you are likely to use when looking for health-related information or
advice?”
“What sources are you likely to use when looking for health-related information or advice?”
Implications for Marketers
59 Marketing Healthcare to Hispanic Millennials
• Avoid pandering
– Hispanic Millennials have fairly sophisticated attitudes and enlightened health behaviors
• Showcase active, well-rounded lifestyles
– Hispanic Millennial are actively engaged in living well-rounded and active lifestyles
– They exercise more regularly, watch what they eat, and take dietary supplements on a regular basis
60 Marketing Healthcare to Hispanic Millennials
• Be positive and upbeat yet realistic
– Hispanic Millennials are more optimistic than non-Hispanic Millennials about their health today
– They also have a lingering preoccupation with hereditary health concerns common in the Hispanic community
• Address long-term benefits of health maintenance
– Hispanic Millennials proactively take preventative measures to avoid health problems in the future
– They exercise more often and increasingly monitor the types of food they eat
61 Marketing Healthcare to Hispanic Millennials
• Leverage technology and mobile apps
– More and more Hispanic Millennials turning to the internet and digital tools to manage their overall health
– U.S. Born Hispanic Millennials embracing the internet as a trusted source versus Foreign born Hispanic Millennials that trust doctors
– Growing reliance on mobile apps to track physical activity and diet
• Educate lower income Hispanic Millennials about ACA
– There is an opportunity to educate lower income Hispanic Millennials about the existence of affordable healthcare options
62
Implications from Wave 1 Research
Still Relevant for Wave 2
63 Avoid Millennial Generalizations
Approach foreign-Born Hispanic Millennials Differently than U.S. born
Counterparts
64 Spanish-Language Media Is Key to
Reaching Hispanic Millennials
Recognize and Leverage the Differences Between U.S. born and
foreign-born Hispanic Millennials
65 Other Considerations for Marketers
• Enlist doctors for endorsements
– Hispanic Millennials, particularly the Foreign Born, view doctors as an
authoritative voice
• Communicate the long-term benefits of fitness
– Hispanic Millennials see exercise as a way to maintain health and avoid
health problems later
• Highlight nutritional information especially about calories
– Hispanic Millennials pay attention to what they eat, particularly calories,
sugars, and types of fats
66 Other Considerations for Marketers
• Market potential for organic products
– Hispanic Millennials are avid consumers of organic products and actively
research them online
• Market potential for vitamins and dietary supplements
– Hispanic Millennials are sold on the benefits of supplements
• Emphasize the added bonus of boosting physical appearance
– Hispanic Millennials are culturally tied to maintaining their health for the
sake of physical appearance
Wrap-Up
68 What’s Next
• Sensis and ThinkNow Research will release future waves of this
study throughout 2014 and early 2015
• Forthcoming waves will address the following topics:
– Wave 3: Banking / Financial Services – Behaviors and Attitudes (Nov 2014)
– Wave 4: Food, Beverages and Alcohol – Behaviors and Attitudes (Jan 2015)
– Wave 5: Media Consumption and Digital Behavior (Mar 2015)
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www.HispanicMillennialProject.com
… and follow-us on Twitter
@HispMillennial
Download the full reports
70
THANK YOU