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Latinas Feeling Uncertain About Healthcare Debate

 Accentmarketing addresses how this hot topic is affecting Latinas and what Marketers should know before approaching them on the subject

CORAL GABLES, Fla.,  -- Accentmarketing announced its latest release from its Latinas in Chargeinitiative - "Redefining the Meaning of Well-Being." This release further explores the U.S. Latina mindset on health, healthcare and health insurance - topics at the forefront of this nation's agenda.

"We've closed the gap in how previous studies have looked at the Hispanic population from a macro view by taking a closer look at the Latina population in the United States to better understand the dynamic and changing social role given the momentous change," said Maria Romero, President and Managing Partner of Accentmarketing. "This release provides marketers with the 'why' - and what to do about it. This is what we call being 'In Touch.'"

Highlights from "Redefining the Meaning of Well-Being" include:

  • Latinas understand and think of health as a "we" discussion, not a "me" discussion. Latinas talk about their health in the context of the family - children and husband.
  • There is continued tension between traditional culture and newer adoptive culture. Using their diet as an example, conflicting opinions often confuse healthy diet choices: being told traditional foods are often bad while healthy diet items are often more expensive (i.e. organic food) to implement.
  • In US healthcare debate - particularly issues surrounding health insurance coverage - uncertainty rules among Latinas. Health insurance in USA is often seen as luxury. Many still seek healthcare support outside of USA.

Key Takeaway: Though Latinas are "hopeful" that debate and changes will improve the healthcare situation (more coverage, lowering costs) they still hold reservations that current proposal will result in a positive change.

Accentmarketing launched its Latinas in Charge initiative in 2009 - a deep dive into the Latina experience today combining new qualitative research with unique insights from the Latina-led agency and its partner in this initiative, Dr. Monica Torres of SocialQuest. Additionally, for this latest release, Accentmarketing conducted an online, qualitative poll with specific healthcare debate questions - providing up to the minute Latina insights on today's healthcare debate.

The first release from the study (April 2009) focused on Latinas and their financial habits. The remaining release on the evolving Latina identity "Quien Soy" will be published this year.

Available Resources Upon Request:

  • Complete release
  • Video footage of respondents' answers to some of the topics addressed in report 

About Accentmarketing:

Established in 1994, Accentmarketing is a full-service Hispanic marketing communications agency with offices in Miami, Los Angeles and Detroit. A certified minority owned business and member of The Interpublic Group of Companies, Accentmarketing employs a multinational and multicultural staff. The agency's client partners include the American Heart Association, Farmers Insurance,, Chevrolet, the California Association of Realtors, Kaiser Permanente, Brown-Forman and the U.S. Navy.

About SocialQuest:

Headed by Dr. Monica Torres, SocialQuest, a marketing and research consultancy, promotes the importance of incorporating cultural dynamics when creating marketing strategies. SocialQuest excels at the development and application of innovative proprietary research methods to uncover actionable solutions to strategic planning, marketing communications, sales promotions and multimedia creative needs.


SOURCE Accentmarketing

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