the hispanic millennial project - wave 2: hispanics and healthcare

The Hispanic Millennial Project

Wave 2: Hispanics and HealthCare - 2014

2Overview

• Introduction• HMP Overview• Emerging Themes• Comparing Hispanic Millennials • Points of Tension• Implications for Marketers• What’s Next

Introduction

The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising

agency Sensis and market research firm ThinkNow Research.

5 Innovative research initiative on U.S. Hispanic

millennials

Designed to compare Hispanic millennials to non-Hispanic millennials as well as their older Hispanic (35+) counterparts

Digs deeper into points of tension, segmentation, and difference between U.S.-born vs. foreign born.

www.HispanicMillennialProject.com

The Hispanic Millennial Project

6Hispanic Millennial ProjectWave 2: Healthcare

The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful differences between this group and other cohorts.

This 2nd 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.

7

Online PanelOver 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

ResearchFortune 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 ResearchThinkNow 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

8BACKGROUND

• 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

9Research 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 WhiteMillennials

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

10Overview

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.

Emerging Themes

12Hispanic Millennials…

1. Have sophisticated health attitudes 2. Are cautiously optimistic about health 3. Are engaged in healthy lifestyles4. Embrace health technology 5. Trust doctors to a degree 6. Are widely insured7. Predominantly favor the Affordable Care Act

Theme 1Have sophisticated health attitudes

14Diet, feeling good, and exercise define health“What does being ‘healthy’ mean to you? How do you define being ‘healthy’?” (Open-end)

15Proactive about managing health“Which, if any, preventative measures are you taking to avoid health problems in the future?”

Theme 2Are cautiously optimistic about health

17Report lower levels of stressWhich 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?”

18Yet concerned about hereditary illnesses“You mentioned that you are concerned about getting an illness / condition in the future. What illness / condition is that?”

Theme 3Engage in healthy lifestyles

20Far more likely to exercise regularly“How often do you exercise, if at all?”

4+ Times per Week (Net)

21And exercise for health-related reasons“Please rank the top 3 reasons why you exercise.”

22More likely to search online for organic products“I search online for organic products first before shopping.”

Agreement with statements about diet (Top 2 Box)

23Significantly higher engagement in team sportsDifference 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 4Embrace health technology

25Hispanic 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

27The doctor is the most trusted sourceWhich sources are you likely to use when looking for health-related information or advice?

28Yet 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

30Higher percentage receive public assistance“How do you get your health insurance?”

Theme 7 Predominantly favor the Affordable Care Act

32High familiarity of the Affordable Care Act

Familiarity with Affordable Care Act among those aware

Awareness of Affordable Care Act

33Over half in favor of The Affordable Care ActPerception of The Affordable Care Act

34Health insurance favorability tied to incomeOpportunity 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

37Living active lifestylesHispanic 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

39Common 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).”

40Yet 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.”

41More likely to exercise and engage in team sportsHispanic Millennials are more likely to exercise and engage in team sports compared to non-Hispanic Millennilas.

How often do you exercise, if at all?Which of the following types of exercise do you

take part in regularly?

42In favor of the Affordable Care ActHispanic 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

44U.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”?

45Exercise 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).

46Preference for home remedies over medicine 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

48More optimistic about their healthHispanic 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?

49More likely to consult their spouseHispanic 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?

50More likely to suffer from a health condition Hispanic Millennial Females are more likely to suffer from clinical depression compared to males.

Points of Tension

52 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

53Among 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.

54Rate 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

55Seeing a doctor is not part of the vernacular 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

56Inner well-being versus outside appearance Health is defined in terms of diet and exercise, yet the cultural impulse to maintain 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?”

57Trust 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

58Eating 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

59Online 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

61Marketing Healthcare to Hispanic Millennials

• Avoid pandering– Hispanic Millennials have fairly sophisticated attitudes and enlightened health

behaviors

• Focus on 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


• 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


• 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

64Implications from Wave 1 ResearchStill Relevant for Wave 2

65Avoid Millennial Generalizations

Approach foreign-Born Hispanic Millennials Differently than U.S. born

Counterparts

66Spanish-Language Media Is Key to

Reaching Hispanic Millennials

Recognize and Leverage the Differences Between U.S. born and

foreign-born Hispanic Millennials

67Other 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

68Other Considerations for Marketers

• Market organic products– Hispanic Millennials are avid consumers of organic products and actively

research them online

• Market 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

70What’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 (Oct 2014)

– Wave 4: Food, Beverages and Alcohol – Behaviors and Attitudes (Dec 2014)

– Wave 5: Media Consumption and Digital Behavior (Feb 2015)

71Download the full reports @

www.HispanicMillennialProject.com

… and follow-us on Twitter@HispMillennial

Appendix