Relating Ethnicity and Culture to Healthcare Marketing August 8, 2003Slide 2
Pamela L. Schneider Senior VP, Client Services Director Rick Johnson & Company, Inc.Slide 3
Our Agency Has a Plethora of Healthcare Experience Integrated Health Systems Hospitals Managed Care Physician Specialty Groups Clinics and Solo Practitioners Recruitment and Retention Community Healthcare Leadership The rundown goes on…Slide 5
Let\'s Begin Today by Discussing Some StatisticsSlide 6
Percent of Persons Who Are American Indian and Alaskan Native by County in New Mexico 36.9% to 74.7% Includes: San Juan, McKinley and Cibola Counties 10.9 – 16.3% Includes: Rio Arriba, Sandoval and Socorro Counties Source: United States Census Bureau Data: www.census.gov NOTE: Bernalillo County – 13.5% of NM NA pop. then again 23,623Slide 7
Percent of Persons who are Hispanic or Latino by County in New Mexico 72.9 – 81.6% Includes: Rio Arriba, Mora, San Miguel and Gaudalupe Counties 44.9 – 63.4% Includes: Taos, Colfax, Harding, Santa Fe, Valencia and Socorro and in addition Grant, Hidalgo, Luna and Dona Ana Counties Source: United States Census Bureau Data: www.census.gov Note: Bernalillo County is 30.4% of NM Pop. then again 236,285Slide 8
Percent of Persons who are Anglo in New Mexico by County Source: United States Census Bureau Data: www.census.govSlide 9
U.S. Evaluation Data on Nativity and Language Proficiency in New Mexico Source: United States Census Bureau Data: www.census.govSlide 10
U.S. Registration Data on Nativity and Language Proficiency in New Mexico Source: United States Census Bureau Data: www.census.govSlide 11
Other Population Statistics – Census BureauSlide 12
10 LEADING CAUSES OF DEATH IN THE AMERICAN INDIAN Source: The Center for Disease Control Website: www.webapp.cdc.govSlide 13
10 LEADING CAUSES OF DEATH IN THE HISPANIC POPULATION Source: The Center for Disease Control Website: www.webapp.cdc.govSlide 14
Our DMA is One of the Top 15 Hispanic Markets in the Country Market %/TV Households Hispanic Rank Los Angeles 30% (1,585,390) 1 New York 15% (1,100,030) 2 Miami-Ft. Lauderdale 37% (550,190) 3 Houston 22% (399,220) 4 Chicago 12% (384,140) 5 Dallas-Ft. Worth 15% (324,120) 6 San Antonio 44% (317,810) 7 San Francisco – Oak-SJ 13% (317,200) 8 Phoenix 16% (246,160) 9 Harl-Wslco-Brns-Mca 81% (232,270) 10 Albuquerque-Santa Fe 33% (206,710) 11 Source: 2003 Nielsen Universe EstimatesSlide 15
Approximately 38% of the DMA Population is Hispanic Total DMA Population 1,597,000 Hispanic Percentage 38% Hispanic Population 602,000 Non-Hispanic Percentage 62% Non-Hispanic Population 995,000 Source: 2003 Nielsen Universe EstimatesSlide 16
Hispanics Growing Twice as Fast as Non-Hispanics A Rapidly Growing Population 1990 2000 % Change Hispanic 579,224 785,386 32% Non-Hispanic 935,845 1,053,660 13% Source: 1990 and 2000 Census (New Mexico state populaceSlide 17
More Than Four Out of Five Hispanic Households Speak Spanish Speak Spanish 82% Speak English Only 18% Source: 2003 Nielsen Universe EstimatesSlide 18
More Than Four Out of Five Hispanic Households Speak Spanish Conveying your message to your intended interest group is accomplished most adequately in their dialect of solace. The dialect of solace is the dialect talked at home. Spanish-dialect overwhelming Hispanics think and feel in Spanish. Source: 2003 Nielsen Universe EstimatesSlide 19
But It\'s More than Just Spanish… ñSlide 20
It\'s About Reaching Them with Relevance It\'s important to associate with target shoppers Emotionally Rationally Intellectually Culturally To interface in these ways, you should think about their level of cultural assimilationSlide 21
Acculturation, Not Assimilation: A gathering abandons society and traditions and receives society and traditions of another gathering Acculturation: A gathering embraces or gets traditions and attributes from another societySlide 22
Acculturation is Defined as… "Change coming about because of contact between societies" "The procedure by which individuals receive or acquire traditions and qualities from another society" "A converging of societies as an aftereffect of delayed contact" "Common impact of various societies in close contact" Source: "Cultural assimilation" Microsoft Encarta Online Encyclopedia 2000 Strategy Research Corp. Webster New World Dictionary, Third College EditionSlide 23
Key Indicators of Acculturation Language ValuesSlide 24
Latino Acculturation Values (L.A.V.s.)™ UNACCULTURATED ACCULTURATED Success: Family/amass fulfillment Success; Personal Achievement Class refinement/power Obedience/appended to conventions Freedom/open to change Equality Individualism Collectivism Avoidance of head on encounter Assertiveness/forcefulness Cooperation/regard Competition Control over predetermination FatalismSlide 25
Latino Acculturation Stratification UNACCULTURATED ACCULTURATED CROSS CULTURER CULTURAL LOYALIST CULTURAL EMBRACER CULTURAL INTEGRATORS (TM) U.S. Conceived 2 nd , 3 rd Generation English Preferred Latino Proud Retro-cultural assimilation Influential Foreign Born Resident Spanish Preferred Professional Aspirational Foreign Born Recent entry Spanish ward Traditional qualities U.S. Conceived First era Bilingual & Bicultural Professional Fashion-forward In contact with rootsSlide 26
Acculturation Nationally Among Hispanic Adults 18+ Source: Strategy Research Corp.Slide 27
Albuquerque is Highly Acculturated Market Top 3 Most Acculturated Markets in U.S.: San Antonio Albuquerque San FranciscoSlide 28
Acculturation Among HA 18+ - Albuquerque Source: Strategy Research Corp. Source: Strategic Research Corp. 2002Slide 29
Factors Influencing Acculturation Employment Length of Residency in U.S. Dialect Use/Preference (home and work) Birthplace of Parents Education Generation U.S. Conceived (1 st , 2 nd , 3 rd , and so on) Media Preferences (Spanish or English) Values and AttitudesSlide 30
Research Shows… Advertising to Hispanics in English is not as successful as addressing them in Spanish dialect ads have better advertisement review. (61%) Hispanics have better understanding of Spanish-dialect ads (57%). Spanish advertisements are 4.5% times more persuasive in settling on buys choices. Source: Roslow Research Group Inc., Spanish versus English Advertising Effectiveness Among Hispanics 2000Slide 31
E thnicity is characterized as: rel : of, identifying with, or beginning from the qualities shared by individuals from a gathering as a result of their basic heredity and social tradition(s)Slide 32
C ulture is characterized as syn : rearing, development, shine, refinement rel : advancement, training, learning; edification; refinement, reproducing, intelligence, behavior, classSlide 33
Culture-Sensitive Healthcare: HispanicSlide 34
"Hispanic" The expression "Hispanic" was made by the U.S. Enumeration Bureau in 1970 as an ethnic classification for people who recognize themselves as being of Spanish root. "Hispanic" indicates neither race nor shading, and a Hispanic might be White, Black or American Indian Many individuals from the more youthful Hispanic populace demographic now lean toward the expression "Latino".Slide 35
"Hispanic" The characterization "Hispanic" incorporates individuals of many diverse inceptions and societies. Despite the fact that there is a bringing together string of dialect and some social similitudes acquired from the Spanish pioneers – There is additionally a colossal variety inside the Hispanic people groupSlide 36
Keys to a Good Professional Relationship with Your Hispanic PatientsSlide 37
Show respeto – People from numerous Hispanic societies offer (and expect to get) respect on the premise of age, sex and status. Patients will actually offer respeto to the wellbeing provider, a power figure with high social, educational, and financial status. Consequently, patients legitimately hope to be dealt with with regard. Source: Virginia Tech\'s Office of Multicultural Affairs Home PageSlide 38
The Healthcare Provider Shows respeto by: Addressing Adults by title and family name (Mr./Se ñ or, Mrs./Se ñ ora Y, or Madam/Do ñ a) Shaking hands toward the start of every meeting. Utilizing usted as opposed to the casual tu for "you", while speaking Spanish. Looking, without fundamentally expecting reciprocation, since a few (particularly rustic) patients may think of it as rude to look the wellbeing provider, a power figure, in the eye. Source: Virginia Tech\'s Office of Multicultural Affairs Home PageSlide 39
The Healthcare Provider Shows respeto by: Speaking straightforwardly to the patient, notwithstanding when speaking through a mediator. Source: Virginia Tech\'s Office of Multicultural Affairs Home PageSlide 40
Show personalismo. Patients from numerous Hispanic societies hope to establish an individual, one-on-one relationship – not to be mistaken for a casual relationship – with the wellbeing supplier. In spite of the fact that building up a relationship in view of personalismo may appear tedious, it can actually spare time and anticipate contrary outcomes. Source: Virginia Tech\'s Office of Multicultural Affairs Home PageSlide 41
The Healthcare Provider Shows personalismo by: Treating patients in a warm and cordial – however not unduly casual – way. Indicating bona fide enthusiasm for and sympathy toward patients by getting some information about themselves and their family. Sitting close, inclining forward and utilizing motions when talking with the patient. Source: Virginia Tech\'s Office of Multicultural Affairs Home PageSlide 42
Involve the Family in Decision M
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