May 13, 2005

Hispanic Healthcare is $70 billion in Annual

Representing an estimated $70 billion in annual healthcare spending, the U.S. Hispanic population is a potentially lucrative segment of the healthcare market, according to a new market research report released today from Kalorama Information. However, while the opportunity is indeed large, marketers face challenges in reaching this underserved population. Hispanic Healthcare

The new study, Hispanics and Healthcare: Understanding Demographics, Health Statistics, and Attitudes for More Effective Marketing, reports that the U.S. Hispanic population suffers from higher rates of serious conditions, such as diabetes and obesity than their non-Hispanic counterparts. However, they also underutilize healthcare services, including prescription drugs, and spend per person less than half the amount on healthcare than their non-Hispanic counterparts. Furthermore, Hispanics' health indicators, such as life-expectancy and self-assessed health status, rate consistently higher than other ethnic groups.

"Marketers should not read these lower spending rates and better health indicators as a reason to write off the Hispanic market," notes Cecilia Alvarez, the primary author of the study. "An understanding of cultural attitudes and behaviors, language preferences, generational status -- the story behind the numbers -- reveals a rapidly growing market with enormous opportunity."

In addition to a thorough examination of health-related demographics, spending, and epidemiology in the Hispanic population, the report also details attitudes toward health professionals, sources of health information, over- the-counter and prescription medications, segmenting the market by generation, language preference, and country of origin.

"Two-thirds of the U.S. Hispanic population is under 35," points out Michael Saray, the principal of Michael Saray Hispanic Marketing with whom the study was co-sponsored. "For those in the healthcare arena, this population represents the future."

Priced at $1,995, Hispanics and Healthcare can be purchased directly from Kalorama Information by clicking It is also available at

About Kalorama Information

Kalorama Information, an imprint of, supplies the latest in independent market research for the life sciences. For more information, contact Steven Heffner at 212-807-2634 or, or visit .

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