CDC Presentation 042109

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Presentation to the CDC about the use of Technology for Hispanic Moms and how to leverage to address health concerns and provide key messaging

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  • CDC Presentation 042109

    1. 1. Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential eCDC Focus on Moms & Technology Seminar April 21, 2009 Using Technology To Reach & Influence Hispanic Moms Cynthia Nelson Chief Operating Officer Todobebé, Inc.
    2. 2. CONTENTS <ul><li>Todobebé Company Overview </li></ul><ul><li>Consumer Demographics </li></ul><ul><li>Proprietary Research Study </li></ul><ul><li>Risks, Barriers & Opportunities </li></ul><ul><li>Case Examples </li></ul><ul><li>Q&A </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    3. 3. OVERVIEW Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    4. 4. OVERVIEW <ul><li>Todobebé/Viva la Familia is a leading global multi-media content and licensing company dedicated to the adventures of parenting </li></ul><ul><li>Serving a core audience of young women, 18-39, who are moms (and key decision-makers for family) who seek knowledge and community </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    5. 5. OUR PREMISE <ul><li>Moms and babies are at the nucleus of the Todobebé brand – where the bond is built between parent and child. </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    6. 6. FAMILY EVOLUTION <ul><li>A world of family surrounds Mom & child: fathers, siblings, grandparents, aunts, uncles, godparents. And friends who have become family. </li></ul><ul><li>¡Viva la Familia! is the fabric of family that nurtures us, fulfills us, and lives within us. </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    7. 7. 360° MODEL – GRASS TO MASS Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential 10 years of consumer research
    8. 8. CONSUMER DEMOGRAPHICS Copyright Todobebé 2008. All Rights Reserved. For Internal Use Only. Confidential
    9. 9. DEMOGRAPHICS <ul><li>46 million Hispanics living in the U.S. totaled more than $980 billion in 2008…with no signs of slowing down. </li></ul><ul><li>There were more births in 2008 than anytime in recent history. In 2007, there were 4 million births per year and 1 million (25%) were to Spanish-speaking parents </li></ul><ul><li>4% of Hispanic Moms had their first baby during the last year (vs. 2% of Non-Hispanic moms) </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential Sources: Package Facts 2008 Birth Facts: CDC National Vital Statistics Reports, Volume 57, No 12; Simmons NCS.NCHS Fall 2008 Base Mom
    10. 10. DEMOGRAPHICS <ul><li>Hispanic Moms more likely to be expecting a child: Index 214 (vs. 91 for Non-Hispanic moms) </li></ul><ul><li>Hispanics have the highest number of children per family of any ethnic group: 2.7 vs. 1.8 for the total US. </li></ul><ul><li>50% of Hispanic Moms are 18-34… (vs. 40% of Non-Hispanics) </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential Sources: Package Facts 2008 Birth Facts: CDC National Vital Statistics Reports, Volume 57, No 12; Simmons NCS.NCHS Fall 2008 Base Mom
    11. 11. FOOTPRINT: HISPANIC SHARE OF TOTAL BIRTHS IN THE TOP 5 HISPANIC STATES Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Sources: CDC National Vital Statistics Reports, Volume 57, No. 12 52% 50% 24% 30% 45% California Texas Florida New York Arizona
    12. 12. HISPANIC MOMS ARE MUCH MORE LIKELY TO HAVE INFANTS AND TODDLERS Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Index to total population (Average = 100) Hispanics Non-Hispanics Sources: Simmons NCS/NHCS Fall 2008 Full Year HHLD Base: Mom On Average, Hispanic Moms have 2.3 Children (vs. 1.9 among Non-Hispanic Moms)
    13. 13. WITH A HIGH PERCENTAGE OF YOUNG CHILDREN IN KEY MARKETS 20% of U.S. Households with Children Under 6 are Hispanic Source: Simmons NCS/NCHS, Spring 2008, POP Base: Women with Children *Simmons does not measure Phoenix and McAllen Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. LA 54% SF 45% NY 33% MIA 30% HOU 51% CHI 25% DAL 29% SA 48%
    14. 14. PROPRIETARY RESEARCH STUDY Copyright Todobebé 2008. All Rights Reserved. For Internal Use Only. Confidential
    15. 15. METHODOLOGY & REACH <ul><li>Instrument: Spanish QRE - single, multiple choice and open-end </li></ul><ul><li>Measures: demographics, technology use and activities with children </li></ul><ul><li>Acquisition : Via TV, Radio, Online and Print </li></ul><ul><ul><li>Participants were hosts of Todobebé’s national Viva la Familia Fiesta. </li></ul></ul><ul><li>Data Collection: Todobebé/Nielsen Media Research </li></ul><ul><li>Data Audit: Nielsen Media Research </li></ul><ul><li>Sample Size: 8,957 (Hispanic moms 18-39 w/children 0-5 in the home) </li></ul><ul><li>Geography: national with over 80% landing in CA, TX, FL, NY/NJ, AZ </li></ul><ul><li>Media Impressions: 95 Million </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only.
    16. 16. KEY DEMOGRAPHICS <ul><li>Panel participant demographic breakdown: </li></ul><ul><ul><li>73% Spanish-dominant or Spanish-preferred </li></ul></ul><ul><ul><li>79% Married </li></ul></ul><ul><ul><li>48% Full-time moms </li></ul></ul><ul><ul><li>61% Pregnant or planning a pregnancy </li></ul></ul><ul><ul><li>88% At least one child living in the home </li></ul></ul><ul><ul><li>63% At least one child under the age of 3 </li></ul></ul><ul><ul><li>58% At least one child between ages 3-5 </li></ul></ul><ul><ul><li>62% Have an annual HH income of less than $45,000 </li></ul></ul>Copyright Todobebé 2008. All Rights Reserved. For Internal Use Only. Confidential
    17. 17. MEDIA USAGE <ul><li>Panel participant media & digital usage & preferences: </li></ul><ul><ul><li>87% Visit the Internet frequently </li></ul></ul><ul><ul><li>75% Get parenting information on the Internet </li></ul></ul><ul><ul><li>66% Get parenting information on TV </li></ul></ul><ul><ul><li>58% Have a broadband Internet connection </li></ul></ul><ul><ul><li>79% Have a mobile phone </li></ul></ul><ul><ul><li>66% Know how to upload photos and videos </li></ul></ul>Copyright Todobebé 2008. All Rights Reserved. For Internal Use Only. Confidential
    18. 18. Risks, Barriers & Opportunities Copyright Todobebé 2008. All Rights Reserved. For Internal Use Only. Confidential
    19. 19. THE BIGGEST THREAT TO OUR NATION’S BALANCE SHEET…. <ul><li>Not major banks on the brink of insolvency </li></ul><ul><li>Not paralyzed credit markets </li></ul><ul><li>Not a bailout tab in the trillions… </li></ul><ul><li>… .”by a wide margin, the skyrocketing price of health care” </li></ul><ul><ul><li>President Obama, March 2009 </li></ul></ul>Copyright Todobebé 200. All Rights Reserved. For Internal Use Only. Confidential
    20. 20. THE RISKS… <ul><li>Latinos are more likely to be uninsured (27%) than any other ethnic group despite the eligibility of Medicaid and SCHIP programs </li></ul><ul><li>22% of the 4M Obese children in America are Hispanic </li></ul><ul><li>The prevalence of type 2 diabetes is on the rise as is Asthma amongst Latino children </li></ul><ul><li>Rampant under or miss diagnosed cases of ADHD and Autism are further complicated by real cultural stigma and “it’s God’s Will” </li></ul>Copyright Todobebé 2007. All Rights Reserved. For Internal Use Only. Confidential Source: National Center for Education Statistics & Health of Latino Children JAMA_ 7-03-02
    21. 21. THE BARRIERS <ul><li>Pure government PSAs and other very “white coat” messages are not always well received – that isn’t me, what are they saying? </li></ul><ul><li>Most doctors (even in high demographic Hispanic DMAs) do not speak Spanish - communication continues to be an issue </li></ul><ul><li>Translating English messages into Spanish without cultural relevance does not work </li></ul><ul><li>Trust, especially with the government, is not easy to obtain – issues from overall trust/economy/bailouts to immigration are a key concern in our market </li></ul>Copyright Todobebé 2007. All Rights Reserved. For Internal Use Only. Confidential
    22. 22. THE OPPORTUNITIES <ul><ul><li>For new moms, the opportunity to teach good eating habits comes with the first finger food experience </li></ul></ul><ul><ul><li>85% of Hispanic parents with children 6 years old or younger said they ate dinner with their kids every night during a typical week last month </li></ul></ul><ul><ul><li>Technology usage and growth outpace general market and is a much less expensive to communicate </li></ul></ul>Copyright Todobebé 2007. All Rights Reserved. For Internal Use Only. Confidential Spanish speaking moms are looking for information on health, healthcare, prevention & a better life for their family – children are the center
    23. 23. THE OPPORTUNITIES <ul><li>Partnering with non-government content, media partners and community centers present a clear opportunity to be part of the conversation with in-context messaging. </li></ul><ul><ul><li>Pregnancy nutrition, baby well care, vaccinations, family eating habits, activities/childhood obesity, AHDH, Autism, Diabetes, Heart Health, Breast Cancer screenings </li></ul></ul><ul><ul><li>Reading and early childhood education </li></ul></ul><ul><li>Blogs, forums, YouTube, MySpace, Hi Five, Fiestas/celebrations are a naturally social context and allow for organic integration of messages and mom-to-mom influence </li></ul><ul><li>Leveraging celebrity talent to drive messaging – brings a sense of identity/aspirational and inspirational stories </li></ul>Copyright Todobebé 2007. All Rights Reserved. For Internal Use Only. Confidential
    24. 24. REACHING ONE…..REACHES MANY Copyright Todobebé 2007. All Rights Reserved. For Internal Use Only. Confidential

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