Marketing Mistakes Hurt Latino Enrollment In California

By April Dembosky and KQED, Kaiser Health News/Washington Post

SAN FRANCISCO — It’s been decades since the advertising industry recognized the need to woo Hispanic consumers. Big companies saw the market potential and sank millions of dollars into ads. The most basic do’s and don’ts of marketing to Latinos in the U.S. have been understood for years.

So when California officials started thinking about how to persuade the state’s Latino population to enroll in health care plans, they should have had a blueprint of what to do. Instead, they made a series of mistakes.

For example, one thing health policy experts love about Obamacare is that no one can be denied coverage for a pre-existing health condition. Covered California made this a selling point in almost all its Spanish ads. But that doesn’t resonate with Latinos. Many have never had insurance, never considered it.

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[Photo by Bread for the World]

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