It’s been decades since the advertising industry recognized the need to woo Hispanic consumers. Big companies saw the market potential and sank millions of dollars into ads. The most basic dos and don’ts of marketing to Latinos in the United States have been understood for years.
So when officials started thinking about how to persuade the state’s Spanish speakers, who make up nearly 30 percent of California’s population, to enroll in health care plans, they should have had a blueprint of what to do. Instead, they made a series of mistakes.
For example, one thing health policy experts love about Obamacare is that no one can be denied coverage for a pre-existing health condition. Covered California, the state’s health insurance exchange, made this a selling point in almost all its Spanish ads. But that doesn’t resonate with Latinos. Many have never had insurance, never considered it.
Bessie Ramirez is with the Los Angeles-based Santiago Solutions Group, a Hispanic market research firm that has consulted for large health care clients like HealthNet, Cigna and Blue Cross.
She says another problem is that all the early TV ads end with a web address for Covered California in Spanish — no phone number or physical address. She says that completely misses how Hispanics like to shop, especially for a complicated product like health insurance.
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