Hispanics and health insurance : how to market to those with and without coverage

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<title>Hispanics and health insurance</title>
<subTitle> : how to market to those with and without coverage</subTitle>
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<namePart>Barber, Tamara</namePart>
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<namePart>Hanson, Julie</namePart>
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<name type="personal" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080245320">
<namePart>Holmes, Bradford J.</namePart>
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<abstract displayLabel="Summary">Hispanic healthcare consumers are well-represented among both the insured and the uninsured, with demographic and behavioral differences clearly evident between those two groups. To best market to the Hispanic healthcare consumer, it¿s important to understand how insurance coverage reflects not only acculturation, but characteristics like online saturation, cost concerns, and healthcare research tendencies. With a high percentage of Hispanics in the uninsured community, insurance marketers will need to pay special attention to what makes these consumers tick, understanding that typical methods and messages used to reach new prospects for individual coverage will not necessarily apply to Hispanics</abstract>
<note type="statement of responsibility">Tamara Barber and Julie Hanson with Bradford J. Holmes</note>
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<topic>Mercado de seguros</topic>
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<topic>Servicio al cliente</topic>
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<topic>Seguro de salud</topic>
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<topic>Hispanos</topic>
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<topic>Márketing de la empresa de seguros</topic>
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