Pharmaceutical Trend Report [REPORT]
June 7, 2014
Meredith Hispanic Media (MHM), publisher of Siempre Mujer and Ser Padres magazines, released findings from its Pharmaceutical Trend Report detailing the healthcare spending habits and attitudes of the modern Latina. The study surveyed MHM’s “Entre Nosotras” (“Between Us”) database of more than 7,000 loyal and influential subscribers to identify key insights on purchase intentions, considerations, behavior and more.
The data was pulled from an online survey of 526 respondents between Jan. 16 to Feb. 5, 2014. This report is the latest in a series which take a closer look at Hispanic perspectives on a variety of categories, including food, travel/entertainment and automotive, released by MHM in the past year.
Key Takeaways:
They are their families’ primary health gatekeeper:
o 88 percent are the sole healthcare decision-maker for their children.
o 54 percent are making healthcare decisions for their spouse or partner.
o 37 percent are making healthcare decisions for their parents.
Affordable health insurance is still out of reach for many:
o While 58 percent currently have health insurance, 42 percent remain uninsured.
o 66 percent of the uninsured list unaffordability as the main reason for not having insurance.
o 32 percent who have insurance are covered through their employer, while 26 percent are on a family member’s plan, 20 percent on a community-based program, and only 17 percent researched or bought a plan on their own.
Connect with her in Spanish:
o 73 percent listed having bilingual signs in pharmacies and bilingual pharmacists as very important.
o 45 percent visit VidaySalud.com for healthcare information vs. 22 percent who visit WebMD.com.
These insights reflect Latinas’ concerns about health, which is particularly relevant for marketers, given the rapidly changing healthcare landscape coupled with the significant role Latinas have on determining healthcare for their entire family. And because Hispanics command significant buying power, which is projected to hit $1.5 trillion by 2015, understanding their purchasing decisions will greatly impact the industry.
To download report CLICK HERE.
