Hi, everyone. Thank you for joining us today. We’re going to give everyone two or three minutes here, before we get started. So bear with us, and we’ll get going in a moment.<\/p>\n
If you’re just joining us, we’re just giving everyone a few moments here.<\/p>\n
Gonna get started in one minute.<\/p>\n
Alright. Looks like a few folks are still rolling in, but I think we’ll we’ll go ahead and get started. And, you know, welcome everyone, and thank you for joining us here today.<\/p>\n
Before we get going, I’ll quickly introduce myself. My name is Connor Herrity. I’m originally from New York, and I now live in Stamford, Connecticut with my wife and three dogs.<\/p>\n
Fun fact about me, my family is from Ireland, and I was the first person in my bloodline born here in the United States. I, however, do not believe in luck of the Irish, because I am a Jets and a Yankees fan. So rough week, to say the least. But, I’ve been working in tech and SaaS space here for about six years now. And, here at MotionPoint, I specialize in helping organizations expand their reach through website translation and localization.<\/p>\n
My focus is largely on crafting strategies that boost engagement, improve user experience, and drive growth. And that’s largely what we’re gonna be talking about here today. Today’s webinar is focused on how health insurance companies can meet the needs of US Hispanics.<\/p>\n
We’re gonna cover cover, excuse me, a lot of topics today, including the growing US Hispanic population, cultural influence on health care, and multilingual marketing.<\/p>\n
We’re gonna leave a few minutes at the end for some questions. So as questions come up throughout, please feel free to drop them in the q and a box rather than the chat. And, again, we’ll leave a few moments at the end for that.<\/p>\n
So let’s go ahead and get started here.<\/p>\n
So who are US Hispanics? The Hispanic community is the largest ethnic minority group in the US, making up about nineteen percent of the total, population here in the United States. One of the most important things to understand about US Hispanics is their incredible diversity.<\/p>\n
This community represents a vast spectrum of cultures, traditions, and experiences.<\/p>\n
While they may share a common language and a lot of cultural similarities, they come from various countries of origin, each with unique identities.<\/p>\n
And to take a closer look at that, Mexicans make up the largest share of US Hispanics with about sixty two percent of the Hispanic population.<\/p>\n
Mexican Americans are largely found across the US with strong hubs in states like California, Texas, and Arizona.<\/p>\n
Puerto Ricans make up just under ten percent of US Hispanics. While they are US citizens, of course, Puerto Ricans on the mainland, bring rich cultural influences, especially in cities like New York and Orlando.<\/p>\n
Cubans represent about four percent of the US Hispanic population, largely in Miami, Florida, where MotionPoint is actually based. And, you know, if you’re if you’ve been to Miami, you know what a vibrant Cuban community, there is down there. And, the traditions and influences are woven deep into the fabric of that area.<\/p>\n
Across Dominicans, Salvadorans, and, you know, a few others, that makes up the rest of it. But today, we’re gonna talk about some of those differences and and why they matter.<\/p>\n
They mean that the needs and preferences of one Hispanic group may differ substantially from another. This diversity within the Hispanic community is essential for organizations to understand, especially in industries like health insurance, which will need to evolve to meet the specific needs of this growing population.<\/p>\n
As this community continues to expand towards thirty percent of the total US population by the year two thousand fifty, it’s clear that engagement with the Hispanic population is becoming a must and not just an option.<\/p>\n
Understanding who US Hispanics are is the first step to providing them with better services, products, and support that are culturally relevant and effective.<\/p>\n
So, historically, US Hispanics have had higher uninsured rates compared to other ethnic groups here in the US. In two thousand ten, the US Census Bureau shared that before the Affordable Care Act was implemented, around thirty two percent of Hispanic adults were uninsured, compared to just fourteen point five percent of non Hispanic white Americans.<\/p>\n
Now fortunately, since the Affordable Care Act was signed, we’ve seen a significant reduction in these disparities. By twenty twenty one, Hispanic uninsured rates had dropped to about eighteen percent, which is obviously still much higher than other demographics.<\/p>\n
But the ACA helped by expanding Medicaid in states that adopted it and established the health insurance marketplace, providing more accessible and affordable coverage options.<\/p>\n
Despite this progress, many Hispanics remain uninsured.<\/p>\n
The reasons vary, but some of the main ones we’ve seen are employment in sectors lacking coverage. Right? A significant portion of the Hispanic workforce is employed in industries like agriculture, construction, hospitality, where employers may not offer health benefits.<\/p>\n
Language barriers for a lot of, for many, navigating the complex US health care system in English can be challenging. Without adequate language support, understanding insurance insurance options can be very daunting.<\/p>\n
And, you know, as a matter of fact, even if you speak English, it could still be pretty daunting.<\/p>\n
And limited health insurance literacy. Many US Hispanics, especially recent immigrants, may be unfamiliar with the complexities of the US health insurance system. This lack of understanding could prevent them from enrolling in the right coverage or taking advantage of government subsidies.<\/p>\n
So immigration insurance.<\/p>\n
A lot of US Hispanics, especially those with undocumented or mixed status families, face significant fears about the potential immigration consequences of enrolling in public health insurance programs, such as Medicaid and others that are, available through the ACA.<\/p>\n
Hispanics, especially those with deferred action for childhood arrival status, avoid applying for health insurance due to fear of jeopardizing their immigration cases.<\/p>\n
These fears, whether based on accurate or inaccurate information, create a significant barrier to health care access and insurance enrollment for US Hispanics.<\/p>\n
As a result, a lot of eligible individuals remain uninsured despite potentially qualifying for programs that could provide critical health coverage.<\/p>\n
So what exactly can health insurance companies do? To address this, health insurance companies can play a key role by educating communities, providing clear bilingual resources that explain to the public, the policies and eligibility of different insurance programs without fear of immigration consequences, partnering with immigration advocacy groups, collaborating collaborating with trusted community organizations to build awareness and help dispel myths surrounding the public charge rule in health care enrollment, and offering privacy assure assurances, ensuring ensuring, excuse me, that applicants know their personal information is protected and that applying for health insurance won’t expose them or their family members for immigration risks.<\/p>\n
As we look at some of the cultural influences on health care choices, understanding these influences is key to providing health care and resonates with the that resonates with the Hispanic community. Some of the primary values that shape health care choices include family centered care.<\/p>\n
Hispanics often prioritize family, and they rely on collective decision making when it comes to health. Health care solutions that emphasize family well-being, involve multiple family members in the decision making process, or offer family centric benefits can be more effective for this community.<\/p>\n
Respect.<\/p>\n
This refers to the respective authority figures, such as health care professionals.<\/p>\n
For a lot of Hispanics, a doctor’s word is highly valued, but it must be paired with empathy and respect for their cultural and personal circumstances.<\/p>\n
And trust. Building trust with health care providers is is essential. Hispanic patients often prefer long term relationships with their doctors and are more likely to follow through with treatment plans when they trust their health care provider.<\/p>\n
Language barriers can be a significant obstacle. And according to Pew Research, around forty one million people in the US speak Spanish at home, and many prefer to receive care from Spanish speaking providers.<\/p>\n
When this isn’t available, it can lead to miscommunication, lower satisfaction with care, and improper diagnosis or treatment.<\/p>\n
So how can health insurance companies make a difference?<\/p>\n
You know, the good news is that many health insurance companies are stepping up right now to address these challenges through several different initiatives, and we see it here at MotionPoint every day. Bilingual and bicultural outreach.<\/p>\n
Providing Spanish language resources is no longer just a good practice. It’s a necessity.<\/p>\n
Marketing materials, customer service, and even the claims process are becoming more bilingual every day. Recognizing that a large portion of the US Hispanic populations feels more comfortable communicating in Spanish has become the norm.<\/p>\n
Culturally relevant messaging that aligns with Hispanic values is also providing to be much is proving, excuse me, to be much more effective in reaching this audience.<\/p>\n
Community engagement.<\/p>\n
Health insurance companies are increasingly partnering with local Hispanic organizations to build trust and credibility, collaborating with churches, community centers, and cultural events to help position insurers as community allies rather than outsiders.<\/p>\n
Hispanic Heritage Month just passed, and we worked with a number of companies, who are getting more involved in their communities.<\/p>\n
And growth in telemedicine.<\/p>\n
For a lot of the younger, tech savvy Hispanics, telemedicine has become a crucial tool. And on the topic of younger, the Hispanic population in the US is substantially younger than the rest of the population.<\/p>\n
According to a report by McKinsey, the adoption of telehealth among Hispanics has increased substantially, especially post COVID nineteen.<\/p>\n
Offering telemedicine services in Spanish or with interpreters, is not just convenient but becoming necessary to mean continuous care.<\/p>\n
By embracing these methods, insurance companies can make a significant difference in closing the health care gap for US Hispanics.<\/p>\n
So one of the things we’re gonna talk about today is marketing, for, marketing for health insurance companies to US Hispanics.<\/p>\n
Marketing to US Hispanics requires thoughtful a thoughtful strategy that addresses their unique needs and values.<\/p>\n
Some of those components include tailored messaging, messaging that centers around family, affordability, and trust resonating with the community.<\/p>\n
For example, highlighting family coverage options, affordable pricing models, and long term care benefits are super impactful.<\/p>\n
The Spanish language campaigns. Language is one of the most critical aspects of connecting with the Hispanic market. A Nielsen report found that ads in Spanish are fifty four percent more effective at boosting purchase intent rather than those in English. Offering Spanish language materials and campaigns shows that your organization is serious about inclusivity.<\/p>\n
And leveraging influencers. US Hispanics tend to trust influencers, celebrities, community leaders, especially those who have a shared cultural background. Collaborating with Hispanic figures who advocate for your brand can boost credibility and trust among your target audience.<\/p>\n
By combining culturally relevant messaging with targeted outreach and trusted voices in your community, insurance companies can engage with the Hispanic population more effectively, encouraging enrollment and retention.<\/p>\n
As we look towards the future of health insurance for US Hispanics, several key trends and opportunities, could make a significant difference in improving access and and outcomes for the growing demographic.<\/p>\n
Increasing Hispanic representation in health care professions. One of the long term solutions for improving health care access and outcomes for Hispanics is to increase Hispanic representation among health care professionals.<\/p>\n
Currently, about six percent of physicians and only eleven percent of RNs in the US are Hispanics despite the Hispanics making up nineteen percent of the US population.<\/p>\n
Studies show that patients tend to have better health outcomes when they are treated by providers who share their language and their cultural background. More Hispanic health care providers could improve trust and communication and encourage preventative care. Hispanic patients may be more likely to seek preventative care when they feel understood and respected by a culturally similar health care professional.<\/p>\n
Growing the focus on mental health and chronic disease management.<\/p>\n
Mental health and chronic disease are emerging areas of focus in Hispanic health care. Historically, mental health issues have been stigmatized in many Hispanic communities, but this is beginning to change. Increasing the awareness around that combined with better access to mental mental health services can address these critical needs. According to a report by Substance Abuse and Mental Health Services Administration, only thirty six percent of Hispanic adults with a mental health condition receive treatment compared to forty eight percent of the general population.<\/p>\n
Language barriers, lack of insurance, and cultural stigma are major factors.<\/p>\n
Expanding culturally competent mental health services, especially bilingual therapy and counseling, can help close this gap.<\/p>\n
Chronic disease management. Hispanics face a higher, prevalence of certain chronic condition conditions such as diabetes.<\/p>\n
According to the c CDC, Hispanics are seventy percent more likely than non Hispanic whites to be diagnosed with diabetes.<\/p>\n
Innovative health insurance plans that include chronic disease management programs tailored to the needs of Hispanics, such as culturally relevant education and support, can improve outcomes and reduce health care costs over time.<\/p>\n
The growing use of digital health tools, such as telehealth, mobile health apps, is helping to make mental health care and chronic disease management more accessible, especially with that younger demographic of Hispanic Americans.<\/p>\n
The future of health insurance for US Hispanic represents significant opportunities for improving coverage and health outcomes.<\/p>\n
So one of our clients here, at MotionPoint, Urban Health Plan, provides comprehensive, affordable, primary, and specialty health care services throughout the five boroughs of New York City. About eighty percent of Urban Health Plan’s patients speak Spanish or are of Hispanic descent.<\/p>\n
Most of Urban Health Plan’s doctors and team members are also Spanish speakers.<\/p>\n
Their goal was more than just translating content. Their goal was to provide Spanish speaking patients with a seamless online user experience that could serve as a go to community resource for health information and to learn more about their services.<\/p>\n
They implemented a localized user experience that educates Spanish speaking patients on their programs and services.<\/p>\n
Their translated website serves as vital information and educational resources for Spanish speaking patients in the New York City area.<\/p>\n
This became especially important during COVID nineteen, when we were partnering with Urban Health Plan.<\/p>\n
So solutions, for you and for folks who are exploring this for the first time. Your US Hispanic policyholders will receive the best care through website site translation and localization, clinical trial and treatment information being translated, compliance training, elearning translations, HR material, video subtitling. Think about everything you’re doing on your English site and giving your team the ability to translate that and localize it for Spanish speakers in the US.<\/p>\n
So why partner with someone like MotionPoint?<\/p>\n
A big piece of it is accurate and culturally relevant communication.<\/p>\n
MotionPoint ensures that health insurance information from websites to policy documents and everything in between is accurately translated and culturally adapted to resonate with the diverse audiences, especially US Hispanics who prefer language appropriate communication.<\/p>\n
Compliance.<\/p>\n
MotionPoint helps ensure compliance with state and federal regulations requiring health information to be available in multiple languages. One of the most critical regulations in the health care industry is HIPAA in the US here.<\/p>\n
Excuse me.<\/p>\n
HIPAA is concerned with privacy policies, consent forms, patient records. These are things that have to be accurately translated, and we can’t rely on things such as machine translation.<\/p>\n
Improved accessibility.<\/p>\n
Localized digital experiences allow non English speakers to easily navigate insurance portals, make claims, and understand their policies.<\/p>\n
Having a partner like MotionPoint can make the translation process for not just your website and public facing materials, but also login portals seamless for your team.<\/p>\n
And a big thing we’re looking to do here is boost enrollment among underrepresented groups.<\/p>\n
By making health insurance resources more accessible in multiple languages, insurance companies can tap into these underserved demographics like the US Hispanics, and increase enrollment and market share. So not only are you doing right by your cuss by your future members, but also your community.<\/p>\n
So we do have a few minutes left, and we covered a lot today. But, if you have any questions and they’re not already in the q and a chat, please add them there now.<\/p>\n
But, Emily, let me pass it to you. And, was there any questions to this point?<\/p>\n
Yeah. Definitely. So I know you covered a lot, but there’s some a few good questions.<\/p>\n
So let me see the first one we have.<\/p>\n
We’re asking, what metrics should health insurance companies track to measure the success of their bilingual and culturally relevant initiatives?<\/p>\n
Yeah. So I would say a lot of the same metrics that you’re looking at today, right, for your English website, enrollment and retention rates, customer satisfaction, digital engagement rates. A large part of what MotionPoint is doing is looking at the English metrics and comparing them with the Spanish metrics year over year and seeing how we’re making improvements.<\/p>\n
One that’s, often overlooked is actually call center and support metrics.<\/p>\n
We find that by translating and offering multi multilingual content, you’re generally gonna reduce the volume of Spanish speaking inquiries. So you think about going to a website, and if you’re someone who only speaks Spanish and all the content in English, the first thing you’re gonna do is call the support line. We’re seeing that a lot of companies who partner with MotionPoint and who offer a fully digital, a fully translated digital experience see a huge savings in their call center and and support metrics.<\/p>\n
Oh, great. Thank you for that.<\/p>\n
The next one, is what specific elements of a health insurance website should be prioritized for translation and localization to best serve the US Hispanic users?<\/p>\n
So, you know, I think that the end goal should generally be to offer a fully mirrored experience. Right? You wanna everything that’s in English should be translated and localized to Spanish.<\/p>\n
But for a lot of teams, that that might not be an option on day one. So, you know, as you look to take a crawl, walk, run approach, we see a lot of teams are starting with plan details, with their frequent ask questions, with a lot of the, blogs that provide information and guidance for their customers and for their members.<\/p>\n
So, you know, you could start with those larger, and most visited areas of your website.<\/p>\n
And from there, you could look to things like chatbots, login areas.<\/p>\n
And, again, eventually, the goal should be to have your entire digital experience mirrored, from English to Spanish. But I recommend looking at analytics and and starting with the sections of your website and your content that are getting the most traffic.<\/p>\n
And that’s usually the best place to start.<\/p>\n
Great. Thank you. I have one more here.<\/p>\n
So last one. What role does SEO play in, making your translated website more accessible to Spanish speakers, who are searching for health insurance information online?<\/p>\n
Sure.<\/p>\n
So Spanish language SEO, will, of course, increase your site’s visibility on search engines, such as Google. But, you know, well optimized Spanish content is gonna align with the specific search intent of Hispanic users. So, you know, we talk a lot about some of those cultural differences. What’s important to remember is that it’s not just translating your current SEO keywords.<\/p>\n
It’s about localizing that experience. It’s about understanding what are, people in, the Hispanic community searching because it might not always be a one to one of what, English speakers are searching. The other piece there, you know, elements like meta descriptions, title tags, headers. You wanna make navigation clear so that you could increase user engagement and reduce bounce rates.<\/p>\n
And when you partner with someone like MotionPoint, there’s gonna be a lot of guidance around best practices.<\/p>\n
But the other piece is not just SEO, but also your on-site search bar and making sure that folks can navigate to the, accurate parts of your website once they’re already there.<\/p>\n
K. That’s all we have for questions.<\/p>\n
Alright. Well, if that’s it, please feel free to to connect with me on LinkedIn, or my email address is there too. If you have specific questions that we didn’t have time to get to today, just let me know. But thank you everyone for the time, and, Emily, thanks for reading off those questions. And, again, please feel free to connect, and hope to hear from some of you in the future.<\/p>\n","learn_more_cards":false,"videos_featured_resource_card":"n\/a","hidden_video":"No","docs_short_description":"","docs_keywords":"","doc_social_media_caption_1":"","doc_social_media_caption_2":"","doc_social_media_caption_3":"","doc_social_media_caption_4":"","doc_social_media_caption_5":"","doc_id":"52526","meta_title":"","meta_description":"","meta_keywords":"","md_title_tag":"Watch | How Healthcare Insurance Marketers Attract U.S. Hispanics","md_meta_description":"free 30-minute review of the dynamic relationship between U.S. Hispanics and healthcare insurance companies in the U.S.","md_og_image":{"ID":248483,"id":248483,"title":"ae-webinar-conor-og","filename":"ae-webinar-conor-og.png","filesize":189645,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/ae-webinar-conor-og.png","link":"https:\/\/www.motionpoint.com\/how-health-insurance-marketers-attract-u-s-hispanics\/ae-webinar-conor-og\/","alt":"","author":"2","description":"","caption":"","name":"ae-webinar-conor-og","status":"inherit","uploaded_to":248356,"date":"2024-10-03 17:52:26","modified":"2024-10-03 17:52:26","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.motionpoint.com\/wp-includes\/images\/media\/default.png","width":1200,"height":627,"sizes":{"thumbnail":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/ae-webinar-conor-og-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/ae-webinar-conor-og-300x157.png","medium-width":300,"medium-height":157,"medium_large":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/ae-webinar-conor-og-768x401.png","medium_large-width":768,"medium_large-height":401,"large":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/ae-webinar-conor-og-1024x535.png","large-width":1024,"large-height":535,"1536x1536":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/ae-webinar-conor-og.png","1536x1536-width":1200,"1536x1536-height":627,"2048x2048":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/ae-webinar-conor-og.png","2048x2048-width":1200,"2048x2048-height":627}},"md_og_title":"Watch | How Healthcare Insurance Marketers Attract U.S. Hispanics","md_og_description":"free 30-minute review of the dynamic relationship between U.S. Hispanics and healthcare insurance companies in the U.S.","md_og_keywords":""},"_links":{"self":[{"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/videos\/248627","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/videos"}],"about":[{"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/types\/videos"}],"wp:attachment":[{"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/media?parent=248627"}],"wp:term":[{"taxonomy":"resource_categories","embeddable":true,"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/resource_categories?post=248627"},{"taxonomy":"targeted_localized_audience","embeddable":true,"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/targeted_localized_audience?post=248627"},{"taxonomy":"document_categories","embeddable":true,"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/document_categories?post=248627"},{"taxonomy":"redesign","embeddable":true,"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/redesign?post=248627"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}