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November is American Diabetes Month. This year, the American Diabetes Association (ADA) is celebrating its 75th anniversary with the theme “Eat Well, America!” As a healthcare industry marketer, private practitioner, or facility owner, November presents an opportunity to show existing and potential patients just how important healthy eating is.
Maintaining a proper diet is the one of the best ways to prevent and manage type-2 diabetes. The scourge of diabetes is a serious one. According to the ADA, nearly 30 million children and adults currently struggle with diabetes in the United States, and recent projections show that as many as one in three American adults will have diabetes by the year 2050.
Diabetes is a particular problem within the Hispanic community. Physicians have long known that Hispanics are disproportionately affected by the disease. The National Heart, Lung and Blood Institute’s Hispanic Community Health Study/Study of Latinos (HCHS/SOL) recently confirmed and highlighted this trend. According to the HCHS/SOL, the prevalence of diagnosed and undiagnosed diabetes among all Hispanic/Latino demographics was roughly 16.9 percent for both males and females. This figure is significantly higher than the 10.2 percent rate for non-Hispanic whites.
Reach out to the Hispanic community this November with a healthcare marketing campaign that addresses their specific challenges and needs. Keep in mind, however, that the Hispanic market is comprised of many distinct and individual segments. The American Marketing Association (AMA) stresses the fact that many Hispanics are deeply influenced by their country of origin, so marketing strategies that may resonate with a Costa Rican may or may not resonate with a Puerto Rican. By the same token, individuals born in the United States are likely to respond differently than those who emigrated from a foreign land.
To avoid alienating important market segments, the AMA suggests concentrating on the values and attitudes that most Hispanics share including perceptions of what “healthy” means and the importance of finding medical providers that are culturally relevant.
The LA Times can help healthcare organizations of all kinds reach the coveted Hispanic market. Our Hoy portfolio reaches more Hispanic readers than any other Spanish-language newspaper in the greater Los Angeles area. To find out more about American Diabetes Month and marketing to the Hispanic population, contact Carrie Brown at 213-237-5391.