Multicultural and generationally diverse Americans express unique health-related values, preferences, and desires.
These include valuing health insurance for different reasons, preferring specific types of benefits over others, desiring health care providers that understand and respect their culture and background, and leaning on different resources when experiencing health issues and seeking support.
Health care organizations—payers, providers, and related companies—need to understand the many ways multicultural and generationally diverse consumers differ in order to successfully capture their attention through marketing, provide products and services that ensure they will remain “brand” loyal, and manage their care in a way that leads to optimal health outcomes. Our research provides insight into diverse health care consumers from five angles:
1. How do consumers choose a health insurance plan?
2. How well do consumers understand their health insurance plans?
3. How do consumers select a health care provider?
4. How do consumers make medical decisions?
5. How do consumers engage in health outside the clinic setting?
Below are two key insights and action steps to aid your strategy to engage with and win-over multicultural health care consumers:
1. Populations that may have immigrated more recently – Unacculturated Hispanic and Asian Americans – are the least likely to understand their insurance plans. Double down on providing resources for segments who may have language barriers or a general lack of understanding of the U.S. health care system.
2. While most people prefer to communicate with their health insurer by phone, multicultural and younger consumers are most likely to utilize digital channels. Make sure live CSR’s are available to assist over the phone with plan-specific questions, and continue to market your digital channels, focusing on their value and ease of use, to realize the efficiency they offer.