Healthwatch: Arming Doctors and Advocates
New York-based Sudler & Hennessey is a global healthcare communications agency that specializes in bringing pharmaceutical companies’ message to the public, and to the healthcare industry at large. “Recently, we’ve been doing some work in the Hispanic market producing informational material for doctors on how to approach Hispanic patients and their health concerns,” says Ruben Gutierrez, managing director of the Intramed Group, a wing of Sudler & Hennessey that concentrates on educating healthcare professionals on various issues, including minority outreach.
“We’re specifically working on initiatives dealing with diabetes, Alzheimer’s, depression, epilepsy and HIV,” says Gutierrez. “We do a mix of in-language materials that are directed at Latino patients, and English-language materials that target doctors who treat them.”
According to Gutierrez, there has been a seismic shift in Hispanic-oriented healthcare awareness and initiatives in recent years: “Whereas before, multi-cultural communications efforts were not very prominent, now we are seeing the opposite, and the Hispanic community is being targeted in print and on TV by every major drug company out there,” says Gutierrez.
Although Gutierrez was unwilling to discuss which clients had ongoing outreach targeting the Hispanic community, Sudler and Hennessey’s past clients have included Schering AG/Berlex, Roche, Abbott, Pfizer, Amgen, Boehringer Ingelheim, and
Research: Hispanic Magazines Have Fewer Health Promoting Ads and More Ads for Unhealthy Products (Aug. 2005)
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