Bonilla Altera Dianna, Cabassa Imani, Martinez-Garcia Genevieve
ICF, Reston, VA 20190, USA.
Healthcare (Basel). 2023 Jun 21;11(13):1819. doi: 10.3390/healthcare11131819.
The COVID-19 pandemic disproportionately affected the Latino population in the United States, further exacerbating the existing racial and ethnic health disparities that this group faces. While government health entities rushed to develop COVID-19 prevention educational materials in Spanish, these failed to recognize the unique motivators and barriers that move different Latino audience segments to act. We conducted five online focus groups with two different Latino audience segments, general Latino people, and Latino migrant workers, to assess their experience navigating the pandemic, their engagement in preventive behavior, and their consumption of health news. While the general Latino audience had higher levels of social capital and established preventive healthcare, they were more skeptical about getting the COVID-19 vaccine. Migrant workers needed to be vaccinated to retain their jobs, and saw the vaccine as the only way to keep their families healthy. We used the focus group results to develop two different creative concepts that aligned with each audience's unique experience. Our study highlights the importance of developing hyper-focused messages, responsive to the experience of distinct audience segments, for maximum impact.
新冠疫情对美国拉丁裔人口造成了尤为严重的影响，进一步加剧了该群体所面临的现有的种族和族裔健康差异。尽管政府卫生机构迅速开发了西班牙语的新冠疫情预防教育材料，但这些材料未能认识到促使不同拉丁裔受众群体采取行动的独特动机和障碍。我们与两个不同的拉丁裔受众群体，即普通拉丁裔人群和拉丁裔移民工人，进行了五次在线焦点小组讨论，以评估他们应对疫情的经历、他们参与预防行为的情况以及他们对健康新闻的消费情况。虽然普通拉丁裔受众拥有更高水平的社会资本并已建立预防性医疗保健，但他们对接种新冠疫苗更为怀疑。移民工人需要接种疫苗以保住工作，并将疫苗视为保持家人健康的唯一途径。我们利用焦点小组的结果开发了两个不同的创意概念，使其与每个受众群体的独特经历相契合。我们的研究强调了制定高度针对性信息的重要性，这些信息要能回应不同受众群体的经历，以实现最大影响。
