Por Favor Oprima Numero Dos para español (Please press number two for Spanish)

Jaime González, Business Development, Chief Financial Officer, Health Plan Alliance

09/30/2015

 

Have you ever called into a customer service center such as for a credit card/banking company, airline carrier or insurance company and herd the message, “Por favor oprima numero dos para español” (“Please press number two for Spanish”) and wondered why this is a common greeting now? This customer-focused practice by many companies is occurring because of the growing demand of Hispanic/Latino consumers who prefer to conduct their affairs in Spanish.  For many Hispanics/Latinos (approximately 89%) born in the US, Spanish is their first language.  According to the US Census Bureau’s last census (2010), 75% of Hispanics/Latinos five years and older spoke Spanish at home; and, 70% of Hispanics/Latinos are bilingual.  Also, did you know that the US is the second largest Spanish-speaking country in the world?  We definitely are!  We’re second to Mexico, which is number one; and, we are in front of Columbia which is number three for the countries with the largest number of Spanish-speaking people.  

To put things into perspective, according to the last US Census report (2000 – 2010), the US Hispanic/Latino population accounted for approximately 57% of the entire nation’s population growth.  As of 2014, approximately 17.4% (or about 1 in 6 people) of the US population is Hispanic/Latino which equates to approximately 55.5-million Hispanics in the U.S.  If population trends continue on their present course, by the year 2060, Hispanics will represent about 31% of the nation’s population and 55% of the workforce. In some states, like California, Texas and Florida, to name a few, Hispanics already represent upwards of 25% of these states’ entire population; and, in New Mexico about one in two individuals is Hispanic/Latino.

If you are wondering why these statistics are important, consider the fact that many Hispanics/Latinos prefer information and customer services provided in Spanish and/or in a bilingual format (Spanish/English) especially when dealing with complicated matters like healthcare, health insurance, finances and banking.  Because Hispanics’/Latinos’ health seeking behaviors are motivated by their concern for the health and well-being of their families, especially their children and senior relatives, they are drawn to those healthcare organizations and health insurance companies that provide linguistically-appropriate (bilingual) and culturally-relevant programs, services and care.  It’s not enough to simply provide a few selected materials in Spanish; but, instead, developing a strategy that encompasses a variety of approaches especially tailored for this growing segment of the US population is necessary.  Such a comprehensive program may include any of the following services and resources:

• Dedicated customer care in Spanish
• Provider directories that clearly indicate which physicians and healthcare facilities provide Spanish-speaking/bilingual personnel
• Contracting with providers that offer Spanish-language service and are themselves bilingual  
• Bilingual and culturally-relevant educational tools and resources that explain programs and services being provided
• Bilingual websites and/or member portals
• Bilingual multimedia resources (Hispanics over-index in the use of mobile technology for seeking and accessing health and wellness information and services)
• Providing all types of forms in a bilingual format   
• Collaborating and partnering with community-based and faith-based organizations at the local, state and national levels that have outreach programs geared towards the Hispanic/Latino community. Below is a listing of some organizations and their respective websites for your reference:
  
  • Hispanic Health Disparities Research Center: http://hhdrc.utep.edu
  • Hispanicize (Social Media Network): http://www.hispanicize.com
  • National Alliance for Hispanic Health: http://www.hispanichealth.org
  • National Association of Hispanic Nurses: http://www.nahnnet.org 
  • National Council of La Raza Institute for Hispanic Health: http://www.nclr.org/issues/health
  • National Hispanic Medical Association’s Hispanic Health Portal: http://hispanichealth.info
  • National Resource Center for Hispanic Mental Health: http://www.nrchmh.org
  • Pew Hispanic Center: www.pewhispanic.org
  • Tu Salud: http://www.tusaludmag.com
  • U.S. Department of Health & Human Services, Office of Minority Health: http://minorityhealth.hhs.gov 
  • Vida y Salud : www.vidaysalud.com

  As we celebrate Hispanic Heritage Month (September 15th – October 15th), consider the great opportunities the Hispanic/Latino healthcare consumer market presents to your health plan.  Understanding the healthcare needs and concerns of this diverse and growing segment of the US population is key to engaging them into your program offerings and services and to retaining them as members/patients. 
  
  
  If you are interested in learning more about how to create specific programming for the Hispanic/Latino population your health plan may be serving, please contact Jaime González. 

   

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