U.S. Hispanics, on average, live longer than non-Hispanic whites. How can this be? Non-Hispanics whites have higher income and education levels which tend to correlate with longer life expectancy. This is known as the Hispanic Health Paradox.

1. The Hispanic
Millennial Project
Wave 2: Hispanics and
HealthCare - 2014

2. 2 Overview
• Introduction
• HMP Overview
• Emerging Themes
• Comparing Hispanic Millennials
• Points of Tension
• Implications for Marketers
• What’s Next

3. Introduction

4. The Hispanic Millennial Project is a joint research
study developed by cross-cultural advertising
agency Sensis and market research firm ThinkNow
Research.

5. 5
The Hispanic Millennial Project
ƒ Innovative research initiative on U.S. Hispanic
millennials
ƒ Designed to compare Hispanic millennials to
non-Hispanic millennials as well as their older
Hispanic (35+) counterparts
ƒ Digs deeper into points of tension,
segmentation, and difference between U.S.-
born vs. foreign born.
www.HispanicMillennialProject.com

6. 6 Hispanic Millennial Project
Wave 2: Healthcare
The initial wave established a deeper understanding of Hispanic
Millennials and highlighted meaningful differences between this group
and other cohorts.
This 2nd wave focuses on healthcare, and explores attitudes and
behaviors associated with health, diet, and exercise, as well as
health-related technology, insurance, and the Affordable Care Act.

7. 7
ThinkNow Research
Online Panel
Over 30,000 respondents to recruit from
Nationally-representative, per Census
Unique recruitment model that encompasses online
and offline recruitment methods such as Spanish-language
television advertising
Research
Fortune 500 clients
Over 30 years of research experience specifically in
the Hispanic market
Only Hispanic market research company that owns
& operates an in-house panel
Experts in Hispanic
Market Research
ThinkNow Research
provides innovative online
market research solutions
for companies looking to
understand the U.S.
Hispanic consumer. We
specialize in researching the
U.S. Hispanic demographic
and other hard-to-reach
consumers in order to
deliver high quality research
to our clients that bear
actionable and meaningful
results.
#HMPDC

8. 8
BACKGROUND
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9. 9 Research Methodology
• ThinkNow conducted a nationwide online survey in June 2014
• A total of n=908 interviews were completed. Qualified respondents were
segmented into one of the following three groups:
• Non-Hispanic White does not include African-Americans, Asians, and other
ethnic groups
• Respondents in each group were weighted to match U.S. Census for age,
gender, and U.S. region
Research Abstract:
The Hispanic Millennial Project research
combined the following research elements:
• Literature – An analysis of third party
research on Hispanic Millennials
• Secondary Research – An analysis of
syndicated research data (U.S. Census
Bureau, Experian Simmons, Geoscape,
etc.) on Hispanic Millennials
• Primary Research/Quantitative
Research – Online survey data gathered
by ThinkNow Research
Hispanic Millennials Hispanics 35+ Non-Hispanic White
Millennials
Origin Self-identify as Hispanic origin Self-identify as Hispanic
origin
Self-identify as White Non-
Hispanic Origin
Age 18 to 34 years of age 35 to 64 years of age 18 to 34 years of age
Base Size N=302 N=305 N=301

10. 10 Overview
This study shows that healthcare is a vital topic for Hispanic Millennials.
On the one hand, the data suggests that Hispanic Millennials are at the forefront
of the well-documented health “craze” sweeping the nation.
On the other hand, we see Hispanic Millennials’ cultural views about health are
rooted in traditional ideas inherited from their older Hispanic cohorts, while they
clearly diverge from these conventional notions, they are reinventing them at the
same time.

11. Emerging Themes

12. 12 Hispanic Millennials…
1. Have sophisticated health attitudes
2. Are cautiously optimistic about health
3. Are engaged in healthy lifestyles
4. Embrace health technology
5. Trust doctors to a degree
6. Are widely insured
7. Predominantly favor the Affordable Care Act

13. Theme 1
Have sophisticated health attitudes

14. 14 Diet, feeling good, and exercise define health
“What does being ‘healthy’ mean to you? How do you define being ‘healthy’?” (Open-end)

15. 15 Proactive about managing health
“Which, if any, preventative measures are you taking to avoid health problems in the future?”

16. Theme 2
Are cautiously optimistic about health

17. 17 Report lower levels of stress
Which suggests Hispanic Millennials are more optimistic about their health.
“How would you consider your stress level overall?”
Based on a 5-point scale – Completely Stress Free to Very Stressful

18. 18 Yet concerned about hereditary illnesses
“You mentioned that you are concerned about getting an illness / condition in the future. What illness /
condition is that?”

19. Theme 3
Engage in healthy lifestyles

20. 20 Far more likely to exercise regularly
“How often do you exercise, if at all?”
4+ Times per Week (Net)

21. 21 And exercise for health-related reasons
“Please rank the top 3 reasons why you exercise.”

22. 22 More likely to search online for organic products
“I search online for organic products first before shopping.”
Agreement with statements about diet (Top 2 Box)

23. 23 Significantly higher engagement in team sports
Difference in attitudes towards exercise corroborates close knit social ties.
“Which of the following types of exercise do you take part in regularly?”
Playing a team sport (basketball, soccer, football, volleyball, etc…)

24. Theme 4
Embrace health technology

25. 25 Hispanic Millennials embrace health technology
They are using mobile apps for health-related reasons.
“Do you use mobile applications (“apps”) for health-related purposes?”

26. Theme 5
Trust doctors to a degree

27. 27 The doctor is the most trusted source
Which sources are you likely to use when looking for health-related information or
advice?

28. 28 Yet resistance to see the doctor persists
“I don’t need to get check-ups or see a doctor unless it’’s absolutely necessary.””

29. Theme 6
Widely Insured

30. 30 Higher percentage receive public assistance
“How do you get your health insurance?”

31. Theme 7
Predominantly favor the Affordable
Care Act

32. 32 High familiarity of the Affordable Care Act
Familiarity with Affordable Care Act
Awareness of Affordable Care Act among those aware

33. 33 Over half in favor of The Affordable Care Act
Perception of The Affordable Care Act

34. 34 Health insurance favorability tied to income
Opportunity to educate lower income Hispanic Millennials about the positive benefits of
the Affordable Care Act.
Perception of Affordable Care Act (By income)

35. Comparing Hispanic Millennials

36. Hispanic Millennials vs. Hispanics 35-64

37. 37 Living active lifestyles
Hispanic Millennials are more likely to lead active lifestyles, while older Hispanic are more
cautious about their health.
What does being “healthy” mean to you? How would you
define “healthy”?
Please select the point in the scale that describes how much you
agree or disagree with each statement below (top 2 boxes)

38. Hispanic Millennials vs. Non-
Hispanic Millennials

39. 39 Common Diets
Hispanic and non-Hispanic Millennials converge in terms of what they avoid eating.
“Please rank the top 3 things you look for in food before eating (or the ones you try to avoid most).”
Biggest Concern Overall

40. 40 Yet uncommon concerns
Hispanic and non-Hispanic Millennials diverge when it comes to which illnesses they are
concerned about.
“You mentioned that you are concerned about getting a certain illness/condition in the future.”
What illness/condition is that?

41. 41 More likely to exercise and engage in team sports
Hispanic Millennials are more likely to exercise and engage in team sports compared to non-
Hispanic Millennilas.
How often do you exercise, if at all? Which of the following types of exercise do you
take part in regularly?

42. 42 In favor of the Affordable Care Act
Hispanic Millennials are more in favor of the Affordable Care Act compared to Non-Hispanic
Millennials.
Perception of Affordable Care Act

43. U.S. Born vs. Foreign-born Hispanic
Millennials

44. 44 U.S. Born emphasize mental health
U.S. born Hispanic Millennials are more likely to define health as being happy, while Foreign born
Hispanic Millennials are more likely to define it as not having physical problems.
What does being “healthy” mean to you? How do you define “healthy”?

45. 45 Exercise to relieve stress
Foreign born Hispanic Millennials are more likely to exercise to relieve stress compared
to U.S. Born Hispanic Millennials.
Please select the point in the scale that describes how much you agree or
disagree with each statement below (top 2 boxes).

46. 46 Preference for home remedies over medicine
Foreign Born Hispanic Millennials are more likely to prefer home remedies over medicine compared
to U.S. Born Hispanic Millennials.
Please select the point in the scale that describes how much you agree or
disagree with each statement below (top 2 boxes).

47. Hispanic Millennial Males vs. Females

48. 48 More optimistic about their health
Hispanic Millennial Males are more optimistic about their health compared to women.
How would you rate your overall health? How do you think your health will be 5-10 years from now?

49. 49 More likely to consult their spouse
Hispanic Millennial Females are more likely to consult their spouse for health-related information
compared to Males.
Which sources are you likely to use when looking for health-related
information or advice?

50. 50 More likely to suffer from a health condition
Hispanic Millennial Females are more likely to suffer from clinical depression compared to
males.

51. Points of Tension

52. 52
Points of Tension
ƒ 0NEOFTHEMOSTIMPORTANTWAYSTOESTABLISHA
deeper understanding of Hispanic Millennials is
to comprehend the points of tension
characterizing their lives.
ƒ SMARKETERS
WEKNOWPOINTSOFTENSION
provide powerful opportunities to
communicate and connect with consumers.

53. 53
Among the defining characteristics we see in Hispanic Millennials are
the numerous and deep cultural and psychographic points of tension
they face.
• Because they live in two cultures, caught between very different generations,
they face constant cultural tensions related to decisions about health and
wellness.
• We identified points of tension as it relates to healthcare.

54. 54 Rate overall health as good, but still concerned
Rate overall health as good, yet still preoccupied with health concerns.
“How would you rate your overall health?”
Results of Top 2 Box: Excellent/Good
“I am concerned with my health today”
Results of Top 2 Box: Strongly Agree/Somewhat Agree

55. 55 Seeing a doctor is not part of the vernacular
Hispanic Millennials agree that seeing a doctor regularly is important, although won’t go
unless it is an emergency.
“Seeing a doctor regularly is important to me.”
Results of Top 2 Box: Strongly Agree/Somewhat Agree
“I don’t need to get check-ups or see a doctor unless it’s
absolutely necessary.”
Results of Top 2 Box: Strongly Agree/Somewhat Agree
f p gy g g

56. 56 Inner well-being versus outside appearance
Health is defined in terms of diet and exercise, yet the cultural impulse to maintain physical
appearance is strong.
What does being healthy mean to you? How do
you define “Healthy”?
(Open end)
“Please rank the top 3 reasons why you exercise?”
Healthy ?

57. 57 Trust doctors to a degree
Foreign-born Hispanic Millennials place more trust in doctors, yet they are also more likely to get a
second opinion.
“What sources do you trust most for health-related
information or advice?”
“I always get a second opinion from other
doctors.”
Results of Top 2 Box: Strongly Agree/Somewhat Agree

58. 58 Eating right is important yet difficult
Female Hispanic Millennials define health as having a good diet, however they are more likely to
claim that they eat less healthy.
What does being healthy mean to you? How do
you define “Healthy”?
(Open end)
Agreement with statements about diet
Results of Top 2 Box: Strongly Agree/Somewhat Agree

59. 59 Online health information used more than trusted
Female Hispanic Millennials are more likely to seek out health-related information or advice online.
However, they are less likely to trust the internet over doctors.
“What is the most trusted source that you are likely to
use when looking for health-related information or
advice?”
“What sources are you likely to use when looking for
health-related information or advice?”

60. Implications for Marketers

61. 61 Marketing Healthcare to Hispanic Millennials
• Avoid pandering
– Hispanic Millennials have fairly sophisticated attitudes and enlightened health
behaviors
• Focus on active, well-rounded lifestyles
– Hispanic Millennial are actively engaged in living well-rounded and active
lifestyles
– They exercise more regularly, watch what they eat, and take dietary supplements
on a regular basis

62. 62 Marketing Healthcare to Hispanic Millennials
• Be positive and upbeat yet realistic
– Hispanic Millennials are more optimistic than non-Hispanic Millennials about
their health today
– They also have a lingering preoccupation with hereditary health concerns
common in the Hispanic community
• Address long-term benefits of health maintenance
– Hispanic Millennials proactively take preventative measures to avoid health
problems in the future
– They exercise more often and increasingly monitor the types of food they eat

63. 63 Marketing Healthcare to Hispanic Millennials
• Leverage technology and mobile apps
– More and more Hispanic Millennials turning to the internet and digital tools to
manage their overall health
– U.S. Born Hispanic Millennials embracing the internet as a trusted source versus
Foreign born Hispanic Millennials that trust doctors
– Growing reliance on mobile apps to track physical activity and diet
• Educate lower income Hispanic Millennials about ACA
– There is an opportunity to educate lower income Hispanic Millennials about the
existence of affordable healthcare options

64. 64
Implications from Wave 1 Research
Still Relevant for Wave 2

65. 65
Avoid Millennial Generalizations
Approach foreign-Born Hispanic
.ILLENNIALS%IFFERENTLYTHANU.S. born
Counterparts

66. 66
Spanish--ANèUAèE.EDIA*S,EYTO
Reaching Hispanic Millennials
3ECOèNIZEAND-EVERAèETHE
Differences Between U.S. born and
foreign-born Hispanic Millennials

67. 67 Other Considerations for Marketers
• Enlist doctors for endorsements
– Hispanic Millennials, particularly the Foreign Born, view doctors as an
authoritative voice
• Communicate the long-term benefits of fitness
– Hispanic Millennials see exercise as a way to maintain health and avoid
health problems later
• Highlight nutritional information especially about calories
– Hispanic Millennials pay attention to what they eat, particularly calories,
sugars, and types of fats

68. 68 Other Considerations for Marketers
• Market organic products
– Hispanic Millennials are avid consumers of organic products and actively
research them online
• Market vitamins and dietary supplements
– Hispanic Millennials are sold on the benefits of supplements
• Emphasize the added bonus of boosting physical appearance
– Hispanic Millennials are culturally tied to maintaining their health for the
sake of physical appearance

69. Wrap-Up

70. 70 What’s Next
• Sensis and ThinkNow Research will release future waves of this
study throughout 2014 and early 2015
• Forthcoming waves will address the following topics:
– Wave 3: Banking / Financial Services – Behaviors and Attitudes (Oct 2014)
– Wave 4: Food, Beverages and Alcohol – Behaviors and Attitudes (Dec 2014)
– Wave 5: Media Consumption and Digital Behavior (Feb 2015)

71. 71
Download the full reports @
www.HispanicMillennialProject.com
… and follow-USON5WITTER
@HispMillennial

72. Appendix

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