News Headlines Article

Missteps in Covered California’s Marketing Campaign to Latinos
KQED Radio

It’s been decades since the advertising industry recognized the need to woo Hispanic consumers. Big companies saw the market potential and sank millions of dollars into ads. The most basic do’s and don’ts of marketing to Latinos in the U.S. have been understood for years. So when California officials started thinking about how to persuade the state’s Latino population to enroll in health care plans, they should have had a blueprint of what to do. Instead, they made a series of mistakes.

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