Nearly 40% of Hispanic patients say they lack trust due to deficiencies in cultural competence among health providers, according to a Horizon Media survey out Tuesday morning.

The organization issued a report analyzing the healthcare hurdles faced by a patient population that constitutes 62.1 million Americans, what factors are exacerbating the problems and how brands can implement best practices to fix them.

The survey found that negative experiences within the healthcare system have led three-in-10 Hispanic patients to report having healthcare-related worries and develop concerns about procedures and medical visits compared distinct from their white counterparts.

About 60% of respondents said they face challenges around price transparency and the cost of care due to limited communication and language options, with one-third saying they want clear, transparent healthcare pricing. 

Notably, more than a quarter of respondents said they don’t have a primary care provider.

Miriam Browning-Nance, VP of Horizon Media’s WHY Group, the agency’s intelligence center of excellence, told MM+M that the pain points for Hispanic patients are varied and complex but noted that many respondents remain open to a series of potential fixes that would benefit their outcomes and the mission of healthcare brands, too.

Among the initiatives that would entice members of this patient cohort to regular care are extended hours of operations at health facilities and explanations of the specific health situation related through culture and identity. 

Given the wide spectrum of Hispanic backgrounds, health brands are encouraged to pay close attention to a patient’s age, language, national origin, ethnicity, levels of accessibility and gender identities. 

This also applies to everything from the hiring of healthcare professionals delivering care to the marketing efforts targeting patient populations. Brands are advised to have in-language, in-culture care teams undergo cultural competency and implicit bias training.

Additionally, providing details around payment options and flexible care avenues like telehealth, transportation services and child assistance would serve to bolster credibility with Hispanic patients.

Karina Dobarro, EVP and managing partner of multicultural at Horizon Media, said the firm has already started hosting workshops with clients to ensure that brands are not only aware of these barriers but have the tools and strategies in place to overcome them.

As it relates to longer-term fixes, there are plenty of opportunities to better reach and communicate with Hispanic patients, namely through the media they consume.

The survey found nearly 70% of Hispanic adults consume Spanish-language media while nearly half consider themselves “heavy digital users” and a majority describe themselves as dramatically devoted to social media. Sending text message reminders and making easy-to-use technological tools available can go a long way in supporting the patient experience.

This applies even more so to younger Hispanics, who expect brands to engage with them in a digital-centric manner and ultimately hold a great deal of influence in addressing systemic issues facing the community at large. 

Many children of immigrant or primarily Spanish-speaking parents typically translate for their families or interface with the world at large on their behalf, especially when it comes to healthcare decisions. 

The report posited that creating positive early experiences with Hispanics who are either Gen Z or Millennials could transform them into reliable advocates and pay “exponential dividends” in building and retaining trust among the patient population.

“This younger generation is aware of a lot of the negative bias out there, but if you can get them in with more positive experiences from the beginning, that could take them throughout their life,” Browning-Nance said.