HRI series on customer experience

New from HRI: A look at Hispanics in healthcare

Hispanics represent unparalleled growth opportunities for businesses aiming to succeed in the New Health Economy. But, if healthcare companies fail to “speak their language,” they will miss opportunities to capture the fastest growing demographic in the US and gain their customer loyalty.

Customer experience in the pharmaceutical sector: Getting closer to the patient

As patients exert greater control over their healthcare, drug makers need to master the complexities of consumer behavior. Consumers are willing to offer feedback that informs who they are, how they behave and how existing biases impact their behavior. Drug makers that tap into this feedback will reach a new level of success.

Customer experience in healthcare: The moment of truth

Healthcare experiences are mirroring that of other industries as consumers and the government demand more value. Providers and insurers are adopting lessons from industries such as retail, hotel and banking, but they are paving their own way to meet consumer wants and needs.

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Key findings from HRI's research on Hispanics and healthcare

Non-traditional health businesses, or new entrants, may have an advantage reaching Hispanics

HRI found:

  • On average, cost is more important for Hispanics when it comes to care, while quality is most important for non-Hispanics.
  • Hispanics are less likely than other consumers to use a doctor as primary caregiver when facing a non-emergency condition.
  • Hispanics are more open to using community health clinics in their neighborhood, non-traditional settings such as retail clinics, and alternative caregivers such as pharmacists.
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Healthcare companies looking to impress the Hispanic market will have to work harder to earn their trust

HRI found:

  • Hispanics are less likely to share personal health information than other consumer groups.
  • Partnerships with trusted community-based organizations will be essential to extending companies’ future success with a group that is less likely to share personal information.
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Strong Hispanics connection points may exist in cyberspace

HRI found:

  • More Hispanics than non-Hispanics use social media, mobile apps and Internet searches to find information about doctors and insurance companies.
  • Hispanics are more likely to be influenced by information they find on social media when making decisions about care and insurance plans.
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Healthcare companies with strategies for distinct Hispanic subgroups will increase customer loyalty

HRI found:

  • Hispanic subgroups interact with the health system in different ways.
  • Hispanics are more likely than other consumers to live in multi-generational households and may be helping manage others’ health conditions–with guidance from a first generation immigrant who lacks familiarity with the US health system.
  • Some Hispanics would rather cross borders to seek care and buy lower-cost medications for the entire family.
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Focus group comments

“I think Hispanic men have machismo, like we’ll just wait all night. We’ll be in pain all night and just wait for the doctor until the next morning.”

Hispanic focus group participant, Dallas

"In our culture, we believe a lot in the word...Trust."

Hispanic focus group participant, New York

“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. It’s like you don’t go back to school and tell the teacher what’s going on at home. Never.”

Hispanic focus group participant, Dallas

“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.”

Hispanic focus group participant, New York

“As Hispanics, we work more. We’re out and about more, as opposed to [non-Hispanics], by 5:00 most of them are home. They’re in front of their Internet and stuff. There’s no need for them to use all this mobile technology or anything like that. Like most of them are usually home, where some of us work two jobs.”

Hispanic focus group participant, New York

"Sharing medicine? We go to our countries and buy whatever. Like he goes to Peru and gets his teeth done, I go to Puerto Rico and I’m going to stock up on antibiotics.”

Hispanic focus group participant, Dallas

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Contacts

Hispanics: A growing force in the New Health Economy

Larry Hanrahan
Partner
+1 (713) 356-4206

Frank Lemmon
Principal
+1 (213) 356 6296

Randy Delgado
Director
+1 (919) 791-4021

Customer experience in the pharmaceutical sector: Getting closer to the patient

Kelly Barnes
US Health Industries Leader
Tel: +1 (214) 754 5172

Ceci Connolly
Health Research Institute Leader
Tel: +1 (919) 791 4021

Mike Swanick
US pharmaceutical and life sciences leader
Tel: +1 (267) 330 6060

Customer experience in healthcare: The moment of truth

Thomas Weakland
Principal
Tel: +1 (312) 298 6896

Paul D’Alessandro
Principal
Tel: +1 (847) 910 5763

Vaughn Kauffman
Principal, US payer advisory co-leader
Tel: +1 (216) 363 5817