According to recent U.S. surveys, Latinos are projected to become the largest ethnic group by 2011. Additionally, it is said that the Latino market is set to have purchasing power of over $450 billion per year. Understanding this market and communicating in a culturally sensitive manner is key. viaLanguage’s latest webinar, How to Tap into the Latino Market in a Down Economy : Tips for Managing Outreach and Communication, will provide best practices for managing your communications in today’s environment and how to ensure authenticity and create community connection.

2. Healthcare KnowledgeSetTM
Webinar Series
From viaLanguage
How to tap into the Latino Market in a Down Economy:
Tips for managing outreach and communication

3. Agenda
• The Latino Market
• A sleeping giant and its growth potential.
• Marketing using a Latino vs. Anglo model
• Paying attention to cultural cues.
• How to develop and execute a marketing plan –
Regence Success Story
• Developing relationships, involving community leaders and selling
internally.
• Differences between translation & transcreation
• Best practices for managing communication to ensure authenticity.

4. Our Presenters
Francisco Garbayo, Regence Group, Emerging Markets
With charisma, insight and cultural knowledge, Francisco is the leader and content expert for
Regence’s Latino initiative. Regionally recognized for building relationships among the Latino
community, Francisco has delivered astute marketing strategy to help build Latino membership at
Regence BlueCross BlueShield. Before coming to Regence, Francisco spent more than 20 years in
human resources, including tenure at Qsent as VP of Human Resources. His competency is proven
in guiding companies and their people through periods of growth in evolving markets
Diego Basabe, viaLanguage, Business Development Manager
Diego has over 4 years experience working with Health Plans, Hospitals, and government entities to
translate and localize for a minority audience. Diego speaks 4 languages fluently and has lived on 3
continents. Prior to working for viaLanguage he was a program coordinator at Kellogg School of
Management, working with entities such as Fundacao Dom Cabral to coordinate classes and events
for the top executives in Brazil. He has also worked on translation and web localization of depleted
uranium flyers along with health hazard information for Voices in the Wilderness, a Chicago based
NGO that was conducting a bus tour of the Southwest.
Moderator: Scott Herber, viaLanguage Executive Vice President
Mr. Herber has more than 22 years of experience in progressively responsible sales and business
development in software and electronics, focusing on enterprise applications and the healthcare
vertical market. Prior to joining viaLanguage, Mr. Herber was Regional Vice President of sales for
Kronos’ Talent Management division, where he led his teams to record increases in sales. His
previous experience includes Vice President of Sales, Director of Business Development, Field
Marketing, Sales Training and Human Resource Management with companies such as Eastman
Kodak, Sequent Computers and IBM.

5. About Regence
• Part of BlueCross BlueShield system
• Not-for-profit healthcare company
• 3 million members
• $8.3 billion in annual premium
• > $1 billion in reserves

6. Demographic Data - Population
• Latino population – fastest growing group in the U.S.
• Latinos growing at a rate of 126.4% from 1990 to 2011.
• Anglos = 15.4%
• Latinos will make up 29% of the U.S. population in 2050,
compared with 14% in 2005.
Source: Pew Hispanic Center & US Census Projections

7. Demographic Data - Language
Primary Language for US Born Latinos
Source: 2002 National Survey of Latinos (Pew Hispanic Center)

8. Demographic Data - Language
Primary Language for Foreign Born Latinos
Source: 2002 National Survey of Latinos (Pew Hispanic Center)

9. Demographic Data – Buying Power
• 2006: Latino buying power reached $798 billion.
• 2011: Latino projected buying power > $1.2 trillion.
• From 1990 to 2011: Latino buying power will have increased
at a 450% growth rate.
• 2007: The first time Latinos control more disposable personal
income than any other minority group in the US.
Source: Selig Center for Economic Growth at the University of Georgia

10. Demographic Data –Brand Loyalty
Source: Global Insights, “Snapshots of the US Hispanic Market,” Q1 2003

11. Marketing: Current vs. Latino Model
Current Model vs. Latino Model
• Serves the individual • Serves the community
• Assumption that happiness • Mindset and outlook remains
could be bought steeped in the folklore and culture
of more agrarian societies
• Ownership of goods could, in
themselves, make us happy • Less materialistic, more emotional,
intuitive, ritualistic, religious,
• Reflects Western science-based superstitious and romantic
thinking and uses analytical
tools to make purchases • Centered on tight-knit communities
telling stories, word of mouth and
trust to make purchases

12. Branding & Advertising to the Latino Community
• Test corporate brand statement with target market
• Obtain permission to modify brand message as needed
“juntos podemos”
• Media buy unique to this market
• Create a baseline brand awareness measure,
and then test six months after campaigns

13. Branding & Advertising to the Latino Community

14. Interaction and Local Relationships
• Latino Chambers of Commerce
• Latino Brokers
• Latino Providers
• Catholic Charities

15. Multicultural Awareness: Employees and Provider
• Study: Mandatory training ineffective
• Even counterproductive in increasing the number of women and
minorities in managerial positions
(Source: Washington Post, January 20, 2008)
• Solution: Voluntary Training
• Provider & Employee Newsletters
• Hiring Practices

16. Latino Cultural Cues
• Latino or Hispanic?
• Familism
• Collectivism
• Hierarchical Respect
• Religion
• Cultural scripts

17. Latino Cultural Cues
• Familism – Value that underlies the strong Latin identification
with members of the extended family.
• Value of family unity
• Loyalty to the family

18. Latino Cultural Cues
• Collectivism – Value in loyalty to, and the contribution of, the group
• Emphasis on cooperation rather than competition

19. Latino Cultural Cues
• Hierarchical regard – Respect toward those with power and
positions of authority within the home,
state, and church.

20. Latino Cultural Cues
• More than 90% of the Spanish-speaking world is Roman Catholic.
• Latinos believe strongly in the importance of prayer and going to church.

21. Latino Cultural Cues
• Cultural scripts, or patterns of social interaction:
• Focuses on positive interpersonal relationships
• Manifests in the acceptance of others’ ideas and rights above personal rights
•“Simpatía”
• Communication patterns:
• Focus more on non-verbal communication including the social setting, the use
of phrasing, gestures, tone of voice, and posture
• In conversation, physical distance between Latinos is much closer than in
other cultures
• Time values

22. Applying Cultural Cues
• Trusting personal relationships
• Develop trusting and personal relationship with Latino families.
• Involve Latino community leaders in planning, delivery, and
evaluating your efforts.

23. Applying Cultural Cues
• Community networking
• Partner with agencies and organizations already serving Latino
families.

24. Applying Cultural Cues
• Language and literacy
• Translation isn’t enough
• Regence strategy

25. Applying Cultural Cues
Hiring practices
• Bilingual and bicultural employees
•Help build cultural competency for organization
•Pave way for making programs accessible to the Latino community
•Build trust with the Latino community

26. Latino Member Experience: Consejeros Latinos
• Personifies Regence’s strategy
• Provides navigation to our
Spanish-speaking members
• Acts as liaisons between the
community and various member-
facing departments

27. Latino Member Experience
Latino
Member Sales Healthcar
e Services
Membership Consejeros
& Claims Latinos
Customer
Service
Providers

28. Translation, Transcreation
Translation Transcreation
• Conveys the exact meaning of • Customizes the source
the source material material for the target audience
• Best for legal documents, • Ideal for marketing materials,
official notices, statistical newsletters, community
information, etc. programs, etc.

29. viaLanguage Case Study: ShapeDown
• ShapeDown transcreated for Health Plan of San Mateo’s
Latino Members
• Mary Had a Little Lamb and On Top of Old Smokey
adapted for Latino readers
• Word puzzles recreated for Spanish

30. Glossaries, Style Guides and Translation Memories
Customize your AssetTrio for transcreation projects
• Translation Memory may not work well.
• Style Guide should encourage use of target language rules and
conventions.
• Glossaries should be adapted for transcreation to make sure that right
message is sent.
English Option 1 Option 2 Option 3
Hospice centro de cuidados centro para enfermos centro de cuidados
paliativos desahuciados paliativos (para
enfermos terminales)

31. Join Us for the Next Webinar!
Developing Culturally Appropriate Marketing Communications
Tips and Lessons Learned from the Trenches
When: October 6, 11:30am PST
For healthcare organizations, attracting and supporting ethnic markets has quickly transformed from an “add on
consideration” to a powerful consumer group and strategic piece of the business model. The success of
President Obama’s broad-based and extremely diverse campaign tells us that the tipping point in our culture has
already happened. What is necessary to harness the power of today’s ethnic market? Short of having a dedicated
ethnic marketing group, how can you incorporate best practices to your existing marketing infrastructure to
ensure that your brand and content resonate across cultures?
In this webinar, you will walk away with tips and ideas for
• Building your brand across cultures
• How to gage if your campaign is hitting the cultural mark
• How and when to incorporate cultural adaptation, copy creation, transcreation and translation
• Expert tips on addressing healthcare literacy
• Integrated marketing trends in Web and social media

32. Questions? Contact us…
viaLanguage.com 1-800-737-8481
• Francisco Garbayo 503-553-5031 fxgarba@regence.com
• Scott Herber: 503-953-1959 sherber@vialanguage.com
• Diego Basabe: 503-953-1953 diego@viaLanguage.com