Video | Hispanic Marketing for Plastic Surgeons

A hot button issue in today’s advertising industry is Hispanic marketing. Based upon the latest figures from the IRS, the US Census Bureau, and privately held research analysts – the writing is on the wall regarding the benefits of a marketing campaign that targets the Latino community.

If you are unsure about adding a Hispanic marketing component to your advertising budget - than this presentation is for you.

Although we will be using the highly specialized example of plastic surgery marketing as a focal point – the following numbers relating to the Hispanic population are of importance to any industry.

For plastic and cosmetic surgeons in particular, it is integral to note that Hispanics lead the rise of minority groups that underwent plastic surgery procedures in the last few years. Averaging in at over 900 thousand procedures per year, Latinos are quick and comfortable to go under the knife for services such as breast enlargement, tummy tucks and nose reshaping. Right away, we see heightened economic activity from the Hispanic middle class. There is a high frequency for selecting more costly surgical procedures than “wrinkle filler” or spa-type treatments.

Stepping away from plastic and cosmetic surgery, this increased activity is echoed and documented in many different industries. Important to note is the shifting moral zeitgeist that is largely culturally-based. Trends in purchasing are reflected in a larger cultural paradigm. We’ll speak at length about leveraging and reaching out to the Hispanic culture in just a moment.

But first, let’s shift vantage points and look at some more general statistics about the Latino community as a whole.

The Hispanic population in the United States is over 45 million people. One out of every seven persons is of Latino descent. To help visualize these figures, the 15 percent of our population that is considered “Hispanic” is greater than the population of Canada in its entirety. What’s more, projections for mid century say that one out of every four persons in the United States will be of a Hispanic ancestry.

What does this say about the Latino population of America? Succinctly and concisely put, the Hispanic community is both a dominant economic and social force that is not to be ignored.

And what effect does this large population have on our economy? Hispanic purchasing power was projected to reach $1 trillion by 2007. Couple this estimate with IRS Projections for small businesses that forward that 1 out of every 10 small business will be Hispanic.

These numbers are nothing new. It’s accessible public knowledge and there already are early approachers taking advantage of these observations, inferences and studies. Trends in advertising budgets to deal with this population boost have been steadily increasing over time. As the wealth and size of the Latino middle class continues to grow even in the most hardened of economic times, it may very well be the case that opening a Hispanic marketing budget is a recession proof solution that can generate economic activity from a burgeoning and expanding wealthy Latino middle class.

In order to properly leverage the power of the Hispanic community, one must develop an ethnocentric marketing strategy that is able to target a specific ethnic population.

Different concepts of beauty, aesthetics and emotion appear and vary across different cultures. One must take a culturally relative standpoint when formulating your marketing endeavor. It is largely egotistical to offer the same marketing campaign to two different cultures. Ads, Web sites and print media that only differ by linguistic translation is a largely inefficient advertising practice that does not take into account the varying idioms, emotions and higher-cognitive concepts that differ across ethnicities.

It is imperative to serve a properly researched and developed marketing campaign that establishes a sense of ethos and empathy with the Hispanic community.

For more information on developing an ethnocentric marketing campaign for the ever-growing Hispanic population please visit www.cosmeticSEO.com. A properly researched Latino advertising component is just one of the many service offerings in our customized plastic surgery marketing kit.

Resources:

Hispanics in the U.S.: Breaking down the numbers. June 9, 2005.

Hispanic Purchasing Power: Projections to 2015. HispanTelligence. May 2008.

Figures courtesy Media Economics Group; a research firm that tracks Spanish-language marketing.

Hispanic Trends.