May 26–28 | Grand Floridian Resort & Spa, Orlando
Friday, May 9
Breakout Sessions: Set IV
Many marketers make the mistake of limiting their outreach to the Hispanic community to word-for-word translations of health care communications, rather than understanding how culture influences consumer decision making. By taking into consideration such factors as spirituality, the perception of time and space, interpersonal orientation and varying attitudes toward preventative medicine, marketers can create culturally-relevant, “transcreation” communication.
Using this new way to shape messaging, attendees will learn how to develop a baseline understanding of the do’s and don’ts for effectively marketing to Hispanics. The interactive presentation will provide practical tips and tools to help ensure you are “Hispanic market-ready” by clearly defining which segment to reach through key attributes and qualities, as well as types of services they consume.
Wilson Camelo, president, chief marketing officer, Camelo Communication