5 Compelling Reasons to Reach Out to the Latino and Asian Health Care Markets

Recent changes in state regulations have forced health care providers, insurers, and managed care organizations to take a hard look at the way they interact with limited-English proficient (LEP) clients, primarily those of Latino and Asian heritage. The question for the health care industry has now changed: Instead of “Do I accommodate the LEP market?” we are asking, “How do I get my share of this market, and how do I keep it?”

What happens when businesses have a choice between offering a health plan that offers the minimum in language assistance versus a health plan that goes beyond that standard? How will your clients react when your message is tailored to each linguistic group, and delivered in an accurate and culturally sensitive manner? Chances are, the more comfortable their employees are with your offerings, the more business you'll retain. The word will spread that your plan does more than just follow the law—that your level of service exceeds expectations.

1. Complying with the regulations makes good business sense. Here are some quick facts:

• 40% of Californians do not speak English at home.
• “Threshold languages” identified by the California Department of Managed Health Care include: Arabic, Armenian, Cambodian (Khmer), Chinese, Farsi, Hmong, Korean, Russian, Spanish, Tagalog and Vietnamese.
• By 2016, the Latino/Hispanic population will make up 16% of the entire United States workforce, or 26.2 million people.
• By 2050, the Latino/Hispanic group will make up 30% of the US population, and those of Asian background will comprise 9% of the population.
• This growth in the Latino and Asian population also means growth in the younger age brackets... young clients that will have excellent lifetime value for your company.

Why ignore that many potential members by overlooking linguistic and cultural differences?  In today’s uncertain economic climate, you simply cannot afford to do this.

2. More regulations are likely to come soon. The Obama administration will take a more active approach in enforcing Title VI, which will certainly impact the health care industry. By investing in the LEP market now, you’ll be able to stay ahead of the game—in just the right position to adapt to any new regulations. Don’t be caught off guard.

3. The LEP market is still largely untapped. What does this mean for you? Health providers who are the first to market in a culturally and linguistically sensitive manner will surely distinguish themselves. Get there first—once you capture that market share, you’ll likely have it for good. Why?

4. Historically, LEP consumers are faithful. Make an effort to connect with your audience from a cultural perspective and your message will go far. Speak their language and it will go even further. National restaurant chains and beverage manufacturers have already figured this one out—why should it be any different for health care?

5. It’s never been more affordable. When you enlist the services of a full-service translation company like Avantpage Translations, you have the benefit of getting everything you need from one provider. This helps keep your costs down and gives you peace of mind knowing that the results will be high-quality.

Call Avantpage today at (530) 750-2040 to get a detailed translation-needs assessment and get on the path to claiming this emerging market for your company.