This dissertation represents the different patient perceptions between Latinos and Whites in the U.S. healthcare system. This analysis looks at perceptions of soft issues (emotional and spiritual care) not medicinal treatment received. Hospitals, clinics, and physician offices that do not take into account cultural and ethnic differences are aligning themselves to provide a disservice to the Latino population as well as the public. Without meeting the needs of the Latino population, healthcare organizations are missing an opportunity to address healthcare needs of a particular large segment of the population. In addition, when healthcare organizations miss an opportunity to attract and retain a segment of the population, market share does not grow, and if the patient feels their care did not meet their needs, a loss of market share will potentially exist in the form of lost repeat business and negative word of mouth publicity.

When a healthcare organization inadvertently excludes a portion of the population for not addressing emotional needs, patients feel emotionally disconnected, as well as potentially being left with no alternative healthcare services. This scenario presents challenges in it’s self, as untreated Latinos, can spread disease within their enclave, and the broader population of the community. When diseases and illnesses go untreated they are often more costly to treat, which puts a financial strain on the U.S healthcare system.