Page 44 - SYF Hispanic Playbook_WorkingDraft (1)

Providing a support system for these consumers as they navigate

their health and wellness needs and those of their loved ones is a
key pathway for CareCredit to be placed at the top of their

wallet

These consumers don’t shy away from taking charge of their healthcare and wellness
needs, but need the overall journey to be simplified.

 Transparency is key to earning their trust.

Language ability doesn’t equal comfort and true connection.

 This consumer, particularly the foreign-born, is used to facing challenges head-
on and working through them, and that includes any obstacles presented by a
language barrier.
 When it comes to choosing a healthcare provider, language provides a comfort
level for those who prefer Spanish, so having a choice of bilingual providers is
important.
 Truly connecting with these consumers transcends language.

These consumers have a desire for OPTIONS of providers, retailers and payment
methods and their choices are very much dependent on specific needs given a
moment in time. Choices and flexibility is key for engaging these consumers.

• Respondents seem aware of some the options available to them. When it

comes to payment methods for health-related expenses, they would welcome
information/ads about available options like CareCredit.
• Website, social media ads, e-mails and providers are channels they would look
to for that information.

“I like it coming from the provider because then I know it’s legit.” - Rossana

The door is wide open to better connect with these consumers at an emotional level
via culture, as few have truly mastered how to do it.

• Cultural connection is an abstract concept that respondents had trouble
articulating.