What appears to be the first comprehensive syndicated research report to examine the perceptions, expectations and behaviors of the U.S. Hispanic community in the areas of nutrition, lifestyle and healthcare has been released by MarketTools.  The provider of on-demand market research, has released results of its Hispanic Reach™ Health and Wellness Study and the results indicate that Hispanics would be an excellent target for Health Savings Accounts.

Information Strategies, Inc.’s (ISI) research of 7,000 consumers had surfaced a potential reservoir of HSA users that should be more deeply explored by providers.  Their helalthcare usage patterns would indicate that they needed to modify little of their current behavior to participate and profit from HSAs.

Targeted towards advertisers, marketers and market researchers, the MarketTool report delivers timely and insightful answers that enable companies to better understand U.S. Hispanics' attitudes toward healthcare and healthy living in order to more effectively market to those audiences.

MarketTools' Hispanic Reach Health and Wellness Study reveals a number of different dietary, exercise, lifestyle and healthcare practices that vary according to acculturation levels. There are five levels of acculturation:

• The fully unacculturated segment is more likely to have moved to the US after the age of 18 and primarily use their native language and customs in more day to day activities including media consumption, shopping, and cooking.

• The partially unacculturated group is a segment that continually diversifies and experiments with new products and services. Yet they still identify very closely with the Hispanic community.

• The partially acculturated group live and behave similarly to their fully acculturated counterparts, however, they still hold onto certain key Hispanic traditions and beliefs, such as occasionally speaking Spanish and using Hispanic products.

• The fully acculturated segment is often confused with the general population because they use more American language, products and customs in their everyday life. They are also likely to have been born in the US.

While the Study illustrates these findings in more detail, highlights include:

• Obesity is the top health concern for Hispanics and Non-Hispanics alike; acculturation appears to have an impact on Hispanics'   perception of their own weight. Only 28% of fully unacculturated Hispanics feel that they are overweight while 62% of the partially acculturated and 64% of the fully acculturated feel the same.
  
  
• For Hispanics, and unacculturated Hispanics in particular, the desire to be social impacts many behaviors including tobacco use, alcohol consumption, exercise and dining out. 52% of Hispanics say that socializing with other people is a main benefit to exercise, and 17% of Hispanics smoke to be part of a party or a group.
  
  
• 42% of Hispanics classify their relationships with physicians as "respectful." They hold their doctors in high esteem and respect and follow the doctor's recommendations. In contrast, 36% of Non-Hispanics believe their physician relationship involves a "team-approach" where both parties are collaborating.   

MarketTools' Hispanic Reach Health and Wellness Study draws upon MarketTools' Hispanic Reach panel, a proven multi-level acculturation model, deep research expertise and tested online and offline research methods to provide an in-depth picture of food and beverage consumption, exercise habits, common ailments, health insurance coverage and physician relationships. In addition, the Study helps companies answer critical questions such as "where do Hispanics go to find information on healthy living and healthcare services?" so that they can plan more targeted marketing campaigns or develop more appropriate products.

"As the U.S. Hispanic population grows and diversifies, it becomes harder for companies to keep track of their changing healthcare needs and preferences," said Heidi Dickert, MarketTools' Vice President, New Products. "By offering marketers and advertisers a more in-depth, representative sample of U.S. Hispanic health and wellness information, MarketTools can help companies more effectively develop, market and sell their products and services to the full spectrum of the Hispanic population."

A high proportion of Hispanics have health insurance—for themselves as well as for their families.  The partially unacculturated segment is most likely to have health insurance, and the fully unacculturated is the least likely to have it.  Fewer Hispanics than Non-Hispanics participate in PPOs (27% vs 37%, respectively), and more use a fee-for-service plan (14% vs. 10%).  The partially acculturated are most likely to have a government plan for their health insurance.

Table 5.4 Health Insurance

   

Base = Total; N = 640, 940, 244, 346, 246
↑ ↓ = Higher or lower than Non-Hispanics
Source: MarketTools Research, 2006

Table 5.5 Type of Health Insurance

Base = Have Health Insurance; N=472, 599, 132, 246, 61,160
↑ ↓ = Higher or lower than Non-Hispanics
Source: MarketTools Research, 2006

Frequency of Use of Health Insurance

Hispanics are less likely than Non-Hispanics to utilize their health insurance.  Instead, more use it only when they have to, especially the fully unacculturated segment.  Fully acculturated Hispanics are most similar to Non-Hispanics in their usage of health insurance.  

Table 5.6 Frequency of Use of Health Insurance



Base = Have health insurance; N=541, 674, 155, 265, 70,184
↑ ↓ = Higher or lower than Non-Hispanics
Source: MarketTools Research, 2006

Satisfaction with Health Insurance

Most Hispanics and Non-Hispanics are satisfied with their current health insurance, although the degree of satisfaction is higher for Hispanics.  Partially unacculturated tend to be the most satisfied Hispanics, while the partially acculturated segment is the most dissatisfied.

Table 5.7 Satisfaction with Health Insurance

Base = Having health insurance; N=527, 599, 110, 247, 65, 177
↑ ↓ = Higher or lower than Non-Hispanics
Source: MarketTools Research, 2006

Reasons Don't Have Health Insurance for Self

Not having health insurance is primarily the result of two factors: prohibitive costs and not being qualified to receive government-sponsored medical assistance.  Cost and unemployment are mentioned less often as reasons among Hispanics.  However, more Hispanics say that insurance is not offered where they work. Additionally, one-fifth of uninsured Hispanics report they do not know how to go about getting insurance, especially the fully unacculturated and partially acculturated segments.

Table 5.8A Reasons Don't Have Health Insurance For Self

Base = Not having health insurance; N=99, 266, 89, 81, 34, 62
↑ ↓ = Higher or lower than Non-Hispanics
Source: MarketTools Research, 2006