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.