Thursday, September 17, 2015

How Companies Are Targeting Hispanics to Boost Sales

When NxStage Medical Inc. realized Spanish-speaking people made up 15 percent of the market for its home kidney dialysis equipment, the company created a website and brochures printed in Spanish.

NxStage, which started its marketing campaign to Hispanics a year ago, has also increased its staff of Spanish-speaking customer service agents.

"If we're doing our job in the community, 15 to 20 percent of our growth would come from the Hispanic population," says Jeff Burbank, CEO of the Lawrence, Massachusetts-based company.

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