Amig@s – Let’s taco ‘bout Targeting Hispanics
The Hispanic consumer is completely changing the game in healthcare, and most organizations are struggling to keep up.
Think about this for a second.
We’re 62 million strong, with $2.8 trillion in economic power. But we’re not just numbers on a spreadsheet.
In case you did not know.
We’re a vibrant cultural force reshaping America’s identity.
The old playbook isn’t working anymore.
Healthcare brands that stick to their “business as usual” approach are missing out on something special.
Believe it or not.
We can spot token marketing efforts from a mile away.
You know what I mean, those surface-level campaigns that just don’t get us.
What we’re really looking for is simple, we want the best of both worlds.
An online and offline approach. Give us all those slick digital tools, but don’t forget about the human touch.
Those personal, face-to-face connections still matter, and a lot.
Let’s taco ‘bout this enchilada.
Amig@s – Let’s taco ‘bout Targeting Hispanics
The Hispanic consumer is completely changing the game in healthcare, and most organizations are struggling to keep up.
Think about this for a second.
We’re 62 million strong, with $2.8 trillion in economic power. But we’re not just numbers on a spreadsheet.
In case you did not know.
We’re a vibrant cultural force reshaping America’s identity.
The old playbook isn’t working anymore.
Healthcare brands that stick to their “business as usual” approach are missing out on something special.
Believe it or not.
We can spot token marketing efforts from a mile away.
You know what I mean, those surface-level campaigns that just don’t get us.
What we’re really looking for is simple, we want the best of both worlds.
An online and offline approach.
Give us all those slick digital tools, but don’t forget about the human touch.
Those personal, face-to-face connections still matter, and a lot.
Let’s taco ‘bout this enchilada.
Three Insights 🌶️
I. Digital First, but Not Digital Only
Look, we love our phones and social media.
No kidding, 83% of us are out there engaging with brands online, but do not take my word for it; google it if you are curious.
Whether we’re scrolling through Instagram, creating TikToks, or chatting on WhatsApp.
We’re constantly connected, but here’s where it gets interesting.
While we’re total pros at digital life, there’s something deeper at play.
Our culture puts enormous value on personal connections and confianza (trust).
You can’t build that with just likes and follows, you know?
Think about it like this.
Your digital presence is like the irresistible smell of carne asada from the grill; it gets us interested and draws us in.
But the real magic?
That happens in person, where relationships are built and trust is earned.
It’s kind of like planning the perfect family gathering.
Sure, you might coordinate everything through WhatsApp.
However, the real memories are made when everyone comes together around the table.
This is why you need both.
A strong digital game to catch our attention and meaningful face-to-face moments to build connections.
One without the other?
It’s like serving tacos without salsa, which is technically possible, but why would you?
II. Leadership Responsibility
Let me tell you something real.
We’re more likely to ride with brands that actually get us.
And I mean, really get us, not just throw in a Spanish word here and there.
Here’s what I’m talking about.
We want to see ourselves in your brand’s DNA, not just as an afterthought.
It’s about seeing our stories, our faces, and our dreams reflected at every single touchpoint.
From the marketing that makes us nod and say, “That’s so us.”
To seeing our gente in leadership positions to walking into a store where we don’t have to explain our culture
And trust me.
We can spot the difference between authentic representation and those “Hispanic Heritage Month only” efforts from a mile away.
Here is the thing.
When brands take the time to truly understand us, from the way we celebrate our traditions to how we blend cultures and languages, we notice.
And we remember. Because for us, it’s not just about being seen; it’s about being understood.
Whether it’s showing real Latino families (not stereotypes) in your ads, offering genuine bilingual support (not Google Translate), or celebrating our milestones in ways that actually matter to us.
This isn’t just doing the right thing; it’s smart business.
III. Trust Is Earned In-Person
In case you have been under a rock for the last 50 years in Hispanic culture.
Trust isn’t just given; it’s earned through meaningful, personal connections.
While online engagement is a great starting point, it can’t replace the depth of in-person interactions such as.
- Community events
- Local pop-ups
- Cultural celebrations
All these “little” gatherings.
Provide unique opportunities to meet Hispanic consumers where they are.
Creating shared experiences that foster genuine relationships.
My community values sincerity and commitment, not just surface-level gestures.
It’s not enough to post a supportive social media graphic or send a campaign during Hispanic Heritage Month.
They want to see consistent action.
Like sponsoring local events, partnering with Hispanic-owned businesses, or hosting celebrations that honor their traditions.
Now, by showing up and investing in our Hispanic community.
You demonstrate that your brand doesn’t just see them as a market segment; it sees them as people.
Believe it or not.
That kind of connection creates lasting loyalty and turns customers into advocates.
Insights
I. Digital First, but Not Digital Only
Look, we love our phones and social media.
No kidding, 83% of us are out there engaging with brands online, but do not take my word for it; google it if you are curious.
Whether we’re scrolling through Instagram, creating TikToks, or chatting on WhatsApp.
We’re constantly connected, but here’s where it gets interesting.
While we’re total pros at digital life, there’s something deeper at play.
Our culture puts enormous value on personal connections and confianza (trust).
You can’t build that with just likes and follows, you know?
Think about it like this.
Your digital presence is like the irresistible smell of carne asada from the grill; it gets us interested and draws us in.
But the real magic?
That happens in person, where relationships are built and trust is earned.
It’s kind of like planning the perfect family gathering.
Sure, you might coordinate everything through WhatsApp.
However, the real memories are made when everyone comes together around the table.
This is why you need both.
A strong digital game to catch our attention and meaningful face-to-face moments to build connections.
One without the other?
It’s like serving tacos without salsa, which is technically possible, but why would you?
II. Leadership Responsibility
Let me tell you something real.
We’re more likely to ride with brands that actually get us.
And I mean, really get us, not just throw in a Spanish word here and there.
Here’s what I’m talking about.
We want to see ourselves in your brand’s DNA, not just as an afterthought.
It’s about seeing our stories, our faces, and our dreams reflected at every single touchpoint.
From the marketing that makes us nod and say, “That’s so us.”
To seeing our gente in leadership positions to walking into a store where we don’t have to explain our culture
And trust me.
We can spot the difference between authentic representation and those “Hispanic Heritage Month only” efforts from a mile away.
Here is the thing.
When brands take the time to truly understand us, from the way we celebrate our traditions to how we blend cultures and languages, we notice.
And we remember. Because for us, it’s not just about being seen; it’s about being understood.
Whether it’s showing real Latino families (not stereotypes) in your ads, offering genuine bilingual support (not Google Translate), or celebrating our milestones in ways that actually matter to us.
This isn’t just doing the right thing; it’s smart business.
III. Trust Is Earned In-Person
In case you have been under a rock for the last 50 years in Hispanic culture.
Trust isn’t just given; it’s earned through meaningful, personal connections.
While online engagement is a great starting point, it can’t replace the depth of in-person interactions such as.
- Community events
- Local pop-ups
- Cultural celebrations
All these “little” gatherings.
Provide unique opportunities to meet Hispanic consumers where they are.
Creating shared experiences that foster genuine relationships.
My community values sincerity and commitment, not just surface-level gestures.
It’s not enough to post a supportive social media graphic or send a campaign during Hispanic Heritage Month.
They want to see consistent action.
Like sponsoring local events, partnering with Hispanic-owned businesses, or hosting celebrations that honor their traditions.
Now, by showing up and investing in our Hispanic community.
You demonstrate that your brand doesn’t just see them as a market segment; it sees them as people.
Believe it or not.
That kind of connection creates lasting loyalty and turns customers into advocates.
Two Actionable Steps 🌮
I. Host Culturally Authentic Events
To truly connect with Hispanic consumers.
You / Healthcare orgs need to go beyond generic outreach and create culturally rich experiences.
One that I personally like is partnering with Hispanic influencers since it is a powerful way to bridge the existing gap.
Influencers.
Can bring credibility and a personal touch, amplifying your reach within the community.
Start by organizing events that celebrate the following.
- Traditions
- Cuisine
- Music
All these are simply cornerstones of Hispanic culture.
For instance.
A virtual “Taco Tuesday” series. And yes, I’m serious; you can host a virtual Taco Tuesday.
This can truly engage audiences online with cooking demos, cultural storytelling, or live Q&A sessions led by influencers.
Complement these virtual experiences with local gatherings, such as pop-up stands.
Offering authentic dishes or even sponsoring community festivals that bring families together.
The key is authenticity.
From mariachi bands to piñata-making workshops.
The more thoughtfully your events reflect the culture, the stronger the connection you’ll build.
Done right, these events create memorable moments that go beyond marketing.
Establishing your healthcare brand as a valued part of the Hispanic community.
II. Invest in Bilingual Customer Support
Now, this is a good point here.
In a world where personalization matters more than ever.
Providing bilingual customer support isn’t just a courtesy; it’s a necessity.
The same goes for Hispanics.
Being able to communicate in their preferred language, whether online or in person, is a cornerstone of trust and loyalty.
You know this.
It’s about more than fluency in Spanish; it’s about cultural competence and understanding their unique nuances.
Shaping needs and expectations.
Now, from online chat services to direct messages on social media to in-store interactions,
Every touchpoint should reflect this commitment.
For example.
A customer who feels seen and understood is far more likely to stay loyal to a brand.
Therefore, offering bilingual support also signals respect and inclusion.
Showing your brand is willing to go the extra mile to meet customers where they are.
In short, by prioritizing this,.
You’re not just enhancing customer service; you’re creating a stronger, more meaningful connection.
One that helps your brand stand out in a very untapped market.
Actionable Steps
I. Host Culturally Authentic Events
To truly connect with Hispanic consumers.
You / Healthcare orgs need to go beyond generic outreach and create culturally rich experiences.
One that I personally like is partnering with Hispanic influencers since it is a powerful way to bridge the existing gap.
Influencers.
Can bring credibility and a personal touch, amplifying your reach within the community.
Start by organizing events that celebrate the following.
- Traditions
- Cuisine
- Music
All these are simply cornerstones of Hispanic culture.
For instance.
A virtual “Taco Tuesday” series. And yes, I’m serious; you can host a virtual Taco Tuesday.
This can truly engage audiences online with cooking demos, cultural storytelling, or live Q&A sessions led by influencers.
Complement these virtual experiences with local gatherings, such as pop-up stands.
Offering authentic dishes or even sponsoring community festivals that bring families together.
The key is authenticity.
From mariachi bands to piñata-making workshops.
The more thoughtfully your events reflect the culture, the stronger the connection you’ll build.
Done right, these events create memorable moments that go beyond marketing.
Establishing your healthcare brand as a valued part of the Hispanic community.
II. Invest in Bilingual Customer Support
Now, this is a good point here.
In a world where personalization matters more than ever.
Providing bilingual customer support isn’t just a courtesy; it’s a necessity.
The same goes for Hispanics.
Being able to communicate in their preferred language, whether online or in person, is a cornerstone of trust and loyalty.
You know this.
It’s about more than fluency in Spanish; it’s about cultural competence and understanding their unique nuances.
Shaping needs and expectations.
Now, from online chat services to direct messages on social media to in-store interactions,
Every touchpoint should reflect this commitment.
For example.
A customer who feels seen and understood is far more likely to stay loyal to a brand.
Therefore, offering bilingual support also signals respect and inclusion.
Showing your brand is willing to go the extra mile to meet customers where they are.
In short, by prioritizing this,.
You’re not just enhancing customer service; you’re creating a stronger, more meaningful connection.
One that helps your brand stand out in a very untapped market.
One Piece of Advice 💃
Inclusion isn’t a one-and-done effort; it’s an ongoing commitment.
So, your approach to engaging Hispanics must be dynamic and evolving, reflecting their needs and preferences.
Whether it’s through online campaigns or in-person experiences.
Keeping Hispanics at the heart of your GTM strategy is crucial.
This means consistently listening to their feedback, understanding their cultural nuances, and, of course, refining your approach to stay relevant and authentic.
Here is one thing to never forget.
The goal is to build a strategy that’s as rich and layered as the community itself.
One that goes beyond surface-level efforts and creates genuine, lasting connections.
Just like a salsa that’s been given care and attention.
Your efforts will pay off in a way that leaves a lasting impression and keeps customers coming back for more.
So keep stirring, keep tasting, and keep the focus on delivering something truly meaningful.
Piece of Advice
Inclusion isn’t a one-and-done effort; it’s an ongoing commitment.
So, your approach to engaging Hispanics must be dynamic and evolving, reflecting their needs and preferences.
Whether it’s through online campaigns or in-person experiences.
Keeping Hispanics at the heart of your GTM strategy is crucial.
This means consistently listening to their feedback, understanding their cultural nuances, and, of course, refining your approach to stay relevant and authentic.
Here is one thing to never forget.
The goal is to build a strategy that’s as rich and layered as the community itself.
One that goes beyond surface-level efforts and creates genuine, lasting connections.
Just like a salsa that’s been given care and attention.
Your efforts will pay off in a way that leaves a lasting impression and keeps customers coming back for more.
So keep stirring, keep tasting, and keep the focus on delivering something truly meaningful.