Merck/Schering-Plough Goes For Hispanics’ Hearts

According to the American Heart Association (AHA), Hispanics are 36% less likely than non-Hispanics to have their heart conditions properly controlled. As a result, pharmaceutical giant Merck/Schering-Plough is launching a campaign to raise awareness for their anti-cholesterol drug Vitorin.

And according to the data, Hispanics want this information in Spanish. According to the AHA:

.79% of Hispanics  would like to see more pharmaceutical ads on Spanish-language television.

.70% say that pharmaceutical ads would be more helpful in Spanish than English.

.69% prefer to speak Spanish when consulting with their doctor.

An educational, grassroots public relations effort in partnership with Hispanic community organizations will complement the campaign to raise awareness about where cholesterol comes from, food and family health history.  Additionally, on-line Spanish-language resources, including www.vytorin.com/español and phones staffed with Spanish-speaking representatives, are available.

The direct-to-consumer campaign will also feature full page print advertisements.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.