“Speaking Culture” Is Key To Reaching Hispanic Market
This article was originally published in The Tan Sheet
Executive Summary
Hispanics make up 17% of the U.S. population and account for 11% of OTC sales, but only 5% of health care TV ad spending is in Spanish. This underscores the growth opportunity for firms that can connect with Hispanics linguistically and culturally, experts say at CHPA’s Annual Executive Conference.