Hispanic Americans: An unmet pharma market

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

Hispanic Americans should be a pharma marketer's dream demographic.

According to "The Hispanic Healthcare Journey" (HHJ), a 2016 study conducted by Nielsen, the research firm, and Univision Communications, a leading media company serving Hispanics:

Hispanics rank healthcare as a top priority, second only to family;

  • 45% of Hispanics feel they are in "fair" or "poor" health;
  • 83.8% of Hispanics currently have health insurance;
  • Hispanics have demonstrated their buying power, currently contributing about $1.3 trillion a year to ?the US economy.

Moreover, the study revealed, Hispanics are 56% more likely than non-Hispanics to perceive medically-focused advertisements as key sources of information....

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