title: Building market share in the Latino Community.
abstract: 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.
authors.affiliation: MedTactics, Arlington, Virginia, USA.
authors.forename: Paul B
authors.initials: PB
authors.lastname: Stevenson
authors.forename: Thomas J
authors.initials: TJ
authors.lastname: Elzey
authors.forename: Juan
authors.initials: J
authors.lastname: Romagoza
mesh_terms: D003159:Community-Institutional Relations; D018864:Cultural Diversity; D004219:District of Columbia; D005260:Female; D017408:Guidelines as Topic; D006630:Hispanic or Latino; D006785:Hospitals, University / Q000191:economics / Q000458:organization & administration*; D006801:Humans; D007449:Investments; D007802:Language; D008389:Marketing of Health Services; D019982:Organizational Case Studies; D011361:Professional Competence