If you read viaLanguage’s companion blog, WorldMarketer, and I recommend you do for its useful insights for your general multicultural marketing efforts, you’ve seen a spate of posts recently exploring the growing importance of the exploding Hispanic population in the U.S.
The larger commercial world is working hard to respond to this dramatic demographic shift, attempting to understand and meet the unique and varied needs of this increasingly influential group. This is just as true for heath care-related organizations, including those in the life science industries, many of whom may even be guilty of having overlooked this audience.
If this is true of your organization, it might be time to follow in the footsteps of one organization that is sincerely trying to do it right. Medgadget, a journal of what it describes as “emerging medical technologies,” has launched a companion Spanish website as well as a Spanish Facebook page and Twitter feed.
Medgadget is written, edited, and published by a team of independent doctors and biomed engineers. We can assume that their decision to devote the time and expense necessary to build and launch the Spanish-only adjuncts was informed by an understanding of the growth of the Hispanic population.
But whether driven by numbers or not, the site likely stands to benefit, as do Spanish-speaking Medgadget readers who now have a choice, which research has revealed is very important to this audience.
How would your Spanish-speaking audience rate your communications?