The Doctor is Out: Hispanic Health Publications in Print and Online (Part III)
Among boys, the highest prevalence of obesity is observed in Hispanics. Among girls, African American are first and Hispanics are second, information from a study of the Institute of Medicine.
According to the American Diabetes Association Hispanic Blacks are 1.8 times as likely to have diabetes as non-Hispanic whites, Hispanic/Latin Americans are 1.7 times as likely to have diabetes as non-Hispanic whites and residents of Puerto Rico are 1.8 times as likely to have diabetes as non-Hispanic whites.
According to American Heart Association the leading causes of deaths among Hispanic males are:
28.2 % Diseases of the Heart and Stroke
4.1% Assault (Homicide)
4.0% Diabetes Mellitus
Deaths among Hispanic females are:
33.7% Diseases of the Heart and Stroke
6.2% Diabetes Mellitus
2.9% Chronic Lower Respiratory Diseases
Census estimates that over 32% of Hispanics lack Health Insurance coverage.
PR Efforts and Outreach…
Oftentimes, pharmaceutical companies get their messaging out to the Latino market through education and outreach programs. There are some PR agencies that devote themselves specifically to this line of communication.
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 the amount of Hispanic 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 Forest. An example of the type of initiative S&H might boost is Pfizer’s Amigos en Salud website, at AmigosenSalud.com. The site is a Pfizer-sponsored online tool kit for community health centers and other health-related organizations that offers free materials illustrating how organizations might implement low-cost, community-based programs to reduce incidents of diabetes in the Hispanic community. The program is designed to assist in conducting an outreach and patient education program for people with type 2 diabetes based on a strategy that combines peer education, behavior modification and diabetes self-management.
The Doctor is Out: Hispanic Health Publications in Print and Online (Part I)
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