Building market share in the Latino Community

Within the next few years, the Latino community will become the largest cultural segment in the United States. Hospitals face many barriers in addressing the needs of the Latino community, including language, cultural influences, and perception of health care. Economics, demographics, and regulations dictate the need to take action, but concerns over costs, lack of skills, and negative attitudes create barriers to success. A unique partnership in Washington, D.C., between La Clinica de Pueblo, a grassroots clinic serving the Latino community, and Howard University Hospital offers insight into an effective strategy that hospitals can adopt to meet the needs of this community appropriately.