How You Can Access the Latino and Asian Health Care Markets

The Latino and Asian markets are growing rapidly, and that they represent a great opportunity for the health care industry. Who will take the initiative and reach out to this segment of the population? Who will become trusted members of the community and become preferred providers for thousands of Latino and Asian households?

In an America that is daily becoming more diverse, the companies who can fulfill this need will surely be the most successful in the years and decades to come.

1. Get to know your audience. This can be done relatively easily with access to research on cultural trends. Focus groups and discussions with people in the community will inform your future strategy. Depending on your market area, you may decide to focus exclusively on Hispanic populations, or you may see one or more strong subgroups of Asian-Americans in your area. Your findings should give you a good idea of how many cultures and/or languages you need to address.

2. Assess your own needs and goals. When you reach out to this new market, what is your desired outcome? Are you looking to gradually build a relationship and credibility within the community, or is the goal to convert these people into new members as quickly as possible?

3. Develop a comprehensive strategy. This plan may include a multichannel marketing campaign, perhaps even using different languages within one market. For example, some target consumers may wish to be addressed in English, but in a manner that demonstrates sensitivity to their culture. Ideally, your message would present a unified theme, no matter the language or the medium.

Then, of course, you would need to confirm that your language accommodations follow current regulations as well as provide the best quality for your target population. If not, adjustments should be made.

Executing a campaign such as this and having the ability to follow through with language accommodations requires a wide range of skills. You’ll need services such as:

• Translation
• Back Translation
• Attestation
• Desktop Publishing
• Transcreation

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.