Report highlights differences in Hispanic boomer healthcare attitudes

NEW YORK Bicultural baby boomers of Hispanic descent have significantly differing perceptions of healthcare and health information—they’re more inclined to consider homeopathic, herbal or alternative treatments, for example—as compared to the general market baby boomer, according to a new report from Focalyst that was released Wednesday.

The report, titled “A Continued Look at Diversity Among Hispanic Boomers,” focuses on the 7 million Hispanic boomers in the United States and examines attitudinal and behavioral differences between English-speaking Hispanic boomers and the general market.

The new report is a follow-up to a Focalyst report released earlier this year that found that marketers using language as the defining characteristic in differentiating their target communications may be missing important segments. This is particularly true when looking at health-related messages, Focalyst stated.