En español, por favor: Why healthcare marketers should take the lead from SNL and Bad Bunny
SNL’s recent bilingual episode is yet another sign that your brand should be communicating with Spanish-speaking audiences.
As marketers, part of our job is keeping an eye on trends and shifts. We know that building a winning brand involves seizing opportunities. Many times, that means staying on top of social media trends or advances in technology. Other times, it means getting familiar with a decades-old population shift.
The recent bilingual episode of Saturday Night Live, featuring the multi-award-winning Bad Bunny, is a prime example of how even mainstream American entertainment is acknowledging the growing influence and importance of Spanish-speaking audiences. Featuring bits entirely in Spanish, it’s a testament to the economic and cultural power of Hispanic Americans in the United States.
The Demographic Powerhouse
First and foremost, let’s talk numbers. Hispanic Americans make up nearly 20% of the U.S. population (almost 64 million people). It’s not just the size of this demographic that matters; it’s their characteristics that make them a compelling target for marketers.
The U.S. Hispanic population is young, upwardly mobile, and growing faster than the general population. In addition, this demographic is well-educated, tech-savvy, and has a strong affinity for American culture while retaining a deep connection to their Hispanic roots. This duality creates a unique opportunity for brands to connect with a dynamic and diverse audience.
In 2023, the Latino purchasing power (LPP) in the United States was estimated to be a staggering $3.2 trillion, marking a 14% increase from 2022. This surge in economic power reflects not only the increasing size of the Hispanic population but also their growing affluence. From financial services to consumer goods, the Hispanic market is a force to be reckoned with, and those who engage with them now stand to reap the rewards.
Media Consumption Explosion
And it’s more than numbers and purchasing power. Hispanic audiences are rapidly expanding their media consumption across various channels. They are avid podcast listeners, streaming TV enthusiasts, and active gamers. This diversification of media habits provides ample opportunities for brands to connect through multiple touchpoints. By understanding these habits and preferences, marketers can tailor their messages to resonate with this audience effectively.
Healthcare Marketing’s Awakening
In this landscape of opportunity, healthcare marketing has begun to recognize the value of expanding its reach to Spanish-speaking communities. Brands like Dupixent, Mounjaro, and even the pharmacy chain CVS are leading the way. They’ve realized that addressing the unmet needs of Spanish-speaking communities isn’t just a profit play; it’s an essential step towards elevating the health of the entire nation.
For far too long, language barriers and cultural disconnects have hindered access to healthcare for Hispanic Americans. By actively engaging with this demographic, healthcare providers are not only improving their bottom lines, but also addressing critical healthcare disparities. This shift isn’t merely about marketing; it’s about equitable healthcare access and the well-being of an entire community, 60 million strong and growing.
The Power of Inclusivity
The era of marketing exclusively to English-speaking audiences is long gone. The future belongs to those who recognize the immense potential of engaging with Spanish-speaking Americans. SNL’s Bad Bunny episode is just one more visible indicator of this trend. It’s time for brands, across all industries, to embrace cultural diversity, leverage the economic power of Hispanic consumers, and contribute to the betterment of the entire nation by ensuring equitable access to essential services like healthcare.
Staying ahead in marketing isn’t just about catching trends. It’s about setting them.
S50 Health is here to help you connect with Spanish-speaking American audiences. The opportunities are vast, and the time to seize them is now.
More about the cultural and advertising impact of Bad Bunny on SNL: