Many advertising and outreach efforts miss out on the need and benefit of marketing to specific groups within your community. But it takes more than a realization; it requires an in-depth understanding and strategy that takes family dynamics, culture and language barriers into account. I will help you to see the value in this untapped market and steps you can take to better address the specific needs of this growing population.

1. Untapped Potential:
The Value of Meeting
The Healthcare Needs of Your
Hispanic Population in Texas
Mario Kauachi
Principal Consultant

2. Why Am I Here?
Mario Kauachi
The Problem
Rural and community hospitals and clinics in Texas are
facing financial challenges, in part due to the uninsured and
low market capture of Latinos
 Challenges understanding the culture, needs
and interactions of the Hispanic population
The Opportunity
Connecting and providing services to Latinos in your
communities, thus increasing top-line revenue

3. Presentation Objectives
Mario Kauachi
 Define key characteristics of a culturally-competent
marketing and advertising strategies
 Describe steps to effectively address cultural
differences and overcome barriers at your facilities
 Recognize the positive impact that better Hispanic
outreach could have on your community and your
institution

4. Mario Kauachi
Latinos in Texas – by the numbers
Overview
• 38% of the Texas population is Latino, over 10M
– 88% Mexican
– 70% born in the U.S.
– Median age 27
– 57% Home-ownership (#2 in US)
• Rural counties with high concentration
of Latino residents include:
– Starr – 96%
– Dimmit – 86%
– Val Verde – 80%
– Deaf Smith – 71%
– Uvalde – 70%
– Pecos – 68%
– Ector – 59%
– Crosby – 53%
Healthcare
• #1 uninsured state in the country - 27% of Latinos in Texas are uninsured
• Latinos are much more likely to lack a regular healthcare provider
– 42% of Latino women and 56% of Latino men in Texas have no personal doctor/health care provider,
versus 16%/27% of White
US Census’ March 2015 CPS, Source: PEW 2011, CDC BRFSS 2012-14, US Census 2010, Office of The State Demographer
Hispanics to outnumber non-Hispanic Whites in Texas by 2020
and to make up the state's majority population by 2042

5. Mario Kauachi
The
Uninsured
Population(Excludes MSAs)
US Census 2015 Estimates, County Health Rankings and Roadmaps 2015
15% - 25% Uninsured
(Under 65, All Races, Both Sexes , and All Incomes)
26% - 35% Uninsured
(Under 65, All Races, Both Sexes, and All Incomes)
Dallas, Houston, San Antonio

6. Mario Kauachi
Hispanic
Residents(Excludes MSAs)
US Census 2015 Estimates, County Health Rankings and Roadmaps 2015
25% - 49% Hispanic
50% - 100% Hispanic
Dallas, Houston, San Antonio
/
/

7. Mario Kauachi
Is This Your Hospital?
• Uninsured Latinos visit community
hospital’s ED, and hospital ultimately
writes-off the cost
Ideal Hospital Experience
• Uninsured Latinos visit community
hospital’s ED, trained staff enrolls patient
with insurance, and hospital’s revenue
increases
– Newly insured Latinos obtain
preventative care vs. utilizing ED again
The Hospital–Latino Patient Experience
– Uninsured Latinos arrive
back in ED when sick again
• Latino patients and relatives may
feel alienated at community hospital
• Insured Latinos may choose urban
hospitals for care
• Latino patients and relatives are
welcomed by their community hospital
• Community Hospital proactively helps
to enroll uninsured in the community
• Latinos now trust the local hospital and
view it as a community leader
– Insured Latinos prefer their local
hospital for scheduled IP and OP care

8. Opportunity Analysis
Mario Kauachi
AHD.com, 2015, and The Hispanic Way Analysis
• When allowance for uncollectable can be over $10M/year and average ED payments
can be lower than cost, community hospitals must address the problem of vast
uninsured patients
– 59% of the uninsured in Texas are Latino (2.6M people)
– Over 17% of Latinos visit the ED each year
Sample Hospitals A B
Allowance for Uncollectable (2015) $12.2M $12.9M
Average ER Cost
Average ER Payment
$111
$186
$170
$165
Average IP Cost $10,665 $9,954
Opportunity @ 1000 now-insured visits, 10% admitted:
ER payment by insurer - assume at $200 $200K $200K
IP payment by insurer- covered IP cost $1.1M $1.0M
Total $1.3M $1.2M
Avg payment below
avg cost – due to
uncompensated care
By getting people
covered, the hospital
would save over $1M
for every 1000 ER visits

9. Community Leadership
Connecting with Latinos
• Understanding their origin will lead to
understanding their culture:
– Behaviors, attitudes, beliefs, values, etc.
• Insights:
– Latinos come from a collectivistic culture where
group activities are dominant
– The traditional patriarchal structure grants the father
or oldest male relative the greatest authority
Gudykunst, 1998, Kemp & Rasbridge, 2004, National Alliance for Latino Health, 2004
Mario Kauachi

10. Mario Kauachi
“Become part of
the family”
-Esteban Montilla
American Counseling Association Member and Director of Clinical Pastoral Education
at Driscoll Children’s Hospital in Corpus Christi, Texas
The Objective

11. Community Leadership
Communicating with Latinos
• Latino-tailored advertising
– Emphasis on family and community (We vs. Me)
• Spanish-only and/or bilingual ad messages
• Be sensitive to language, which has more to do with
cultural meanings vs. competency
• Consider different messaging for U.S. born
and foreign-born Latinos
• Coordinate community outreach activities
– Church visits, public events, team-up with others
(pharmacies, clinics, schools)
• Customize internal communication at facilities…
Tracy, 2004
Mario Kauachi

12. Mario Kauachi
Let’s Translate,
Adapt and Create

13. Insuring Latinos
Health Insurance Marketplace, and Medicaid & CHIP
• Most people in the
following groups are eligible:
– U.S. Citizens
– U.S. Nationals
– Lawfully present immigrants
• Immigrants who are “qualified non-citizens” are generally
eligible for coverage through Medicaid and the Children’s
Health Insurance Program (CHIP), if they meet state’s rules
• Undocumented immigrants or “non-qualified aliens” may be
eligible for Emergency Medicaid
www.healthcare.gov/immigrants/coverage, The Personal Responsibility and Work Opportunity Reconciliation Act of 1996 (PRWORA)
Undocumented immigrants
aren’t eligible to buy
Marketplace health coverage,
but they may apply for
coverage on behalf of
documented individuals
Mario Kauachi

14. The Hispanic Way Support
• Latino culture understanding and implementing efficient
engagement strategies to overcome cultural barriers
• Hospital/Clinic assessment
– Review of current knowledge base and strategies
– Optimization and development of communication processes and tools
(such as signage and interaction)...
• Does your front door say Bienvenidos?
• Staff sessions on cultural engagement
– From front desk through internal staff
• Continuous marketing and advertising support
– Local community marketing and advertising outreach strategies
(community education and communication tool development)
Mario Kauachi

15. Conclusion
Mario Kauachi
 The Hispanic Way will educate and support community and rural hospitals
and clinics in Texas to better understand the Hispanic culture, and be able
to communicate effectively and provide quality care to Latinos.
 Hospitals and clinics will also be able to provide guidance and education
regarding the health care system and options available to both insured
and uninsured Latino patients, ultimately getting them integrated, and
increasing the hospital’s top-line revenue ensuring prosperity.

16. Mario Eduardo Kauachi
After being raised and educated in Mexico, I worked in Corporate America before dedicating my career
to supporting clients with Hispanic marketing and advertising. I have a degree in law, experience in
business management, and an extensive background in marketing and product advertising. I have a
strong and varied skillset that allows me to guide my clients towards strong business strategies and
marketing decisions.
I created The Hispanic Way to advise clients who want to access
the Hispanic market. As a member of the Hispanic community,
I can provide you with real-life insights into Latino culture
and the wants, needs and demands of Latino consumers.
Contact Information:
The Hispanic Way
c. (512) 900-6087
mario@thehispanicwayconsulting.com
www.linkedin.com/in/mariokauachi

17. Mario Kauachi
Principal Consultant