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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