![[ Visit Client Website ]](images/banner.gif)
Background: The Hispanic community is in a constant state of change, from demographic shifts to media and technology usage. As a result, Hispanic media has evolved drastically to cater to the ever-changing Hispanic landscape. This includes everything from Spanish-language media outlets that cater to new immigrants, to English-language in-culture content programing across diverse multimedia platforms. Research shows that Hispanics over index on technology and are more likely to download apps, chat, stream video, listen to music and play games than non-Hispanics.
Program background: Hispanics are increasingly using different sources of media to get their healthcare information. Not only are Hispanics obtaining information from media sources, 79 percent say they are acting on this information.[1]
The growth of the Hispanic community creates a marketing disconnect between the less and more acculturated Hispanics that use traditional and digital/social media. Knowing all of this, how do we adapt communication campaigns to better serve Hispanics, given the expected changes in demographic, language, media and technology? How do we effectively reach and resonate with Hispanics as they grow in diversity, demands, and become more connected over time?
[1] http://www.pewhispanic.org/files/reports/91.pdf
Evaluation Methods and Results: This presentation has the primary objective of presenting a cultural framework for public health professionals. By leveraging a mix of media options, they’ll be able to engage and reach their Hispanic consumers.
Conclusions: The Hispanic consumption rate of television, smart phones, social networking, digital video and other forms of entertainment, makes them one of today’s most engaged audiences. To succeed, it will require cultural understanding and a curated approach to reach their diverse community.
Implications for research and/or practice: The Hispanic consumption rate of television, smart phones, social networking, digital video and other forms of entertainment, makes them one of today’s most engaged audiences. To succeed, it will require cultural understanding and a curated approach to reach their diverse community.