Perception of Health Care Services Among Black, Hispanic and White Consumers

Abstract

This paper compares black, Hispanic and white consumer attitudes toward three types of health care services: prehospital emergency medical services, women's health care services and obstetrical services. Research results from two consumer surveys indicate significant differences across the three consumer groups in importance of convenience factors such as location and office hours. There are also variations in interest in women's health care services and hospital obstetrical services. Results suggest that health care services for minorities require marketing programs built on perceptions and specific needs of these markets segments.