Marketing Healthcare to Hispanic Immigrants:

An Examination of Pediatric Healthcare

As the Mexican immigrant population in the United States continues to grow, there is now more than ever a need to reach out to this audience and provide quality healthcare for an emergent population in need. Marketers and physicians must work together to communicate the necessity of preventative healthcare to Hispanic immigrants while appealing to their belief of familismo, trust, love, and family involvement. Results show that Hispanics are less likely to have insurance than are Non-Hispanic Americans, and they take their children for well check-ups less frequently than do Non-Hispanic Americans. In addition, the availability of Spanish speaking doctors and employees in the healthcare industry must be increased to accommodate the rapidly growing population, as results indicate a high importance for them among Hispanic immigrants.