Hispanic Marketing
New Spanish Consumer Guides Close the Communication Gap
To help millions of Spanish-speaking Americans better understand instructions, warnings, and other information on how to use nonprescription medications, the National Consumers League (NCL) recently released three brochures with funding from the Nonprescription Drug Manufacturers Association (NDMA). As part of a series of six, the first three brochures offer medical information, translated in Spanish, on pain, cough and cold, and children's medications.
Targeting Hispanic healthcare organizations nationwide, the initial printing at 15,000 cost about $70,000 to produce and distribute, according to Cleo Manuel, vice president of public affairs.
The next three brochures, due out in October, will provide Spanish medical translations for asthma, allergy and antacid information. Citing statistics from the 1990 census, these brochures will fill a very necessary healthcare void for a growing number of Hispanics who do not speak English in this country, according to Linda F. Golodner, NCL's president. Nearly 10 million Hispanics do not speak English and another 10 million are bilingual but prefer to communicate on certain subject in Spanish.
Single copies of the series of three are available to healthcare organizations for $1, to cover postage and handling. (NCL, 202/835-3323)
Managed Care
Company Takes Issue With Newsweek Article
Managed Care On-Line (MCOL), an informational software/services company based in Modesta, Calif., took a May 5 Newsweek article to task that discussed "the flaws in HMOs' satisfaction reports and how to see through them," arming managed care marketers with the number of satisfied members an HMO plan should expect. Attempting an apples-to-apples comparison, MCOL examined five consumer satisfaction surveys that represent numerous health plans to quantify "higher satisfaction" levels as well as overall "satisfied" responses.
Compiling more than 90 managed care-related surveys classified into three categories-consumer surveys, employer and/or health plan surveys, and provider surveys-MCOL makes available the following information to healthcare marketers for useful cross comparisons:
- National Research Corp. (NRC): 1996 Healthcare Market Guide - Satisfaction Report Card
- Federal Employee Health Benefit Plan (FEHBP): 1996 Customer Satisfaction Survey
- Physician Payment Review Commission (PPRC): Access to Care in Medicare Managed Care: 1996
Based on this comparison, overall customer satisfaction percentages scored in the high 80s to low 90s, with "highly satisfied" scoring in the high 50s to low 60s. A free copy of the report is available through MCOL or can be viewed online at http://www.mcol.com. (MCOL, 909/593-5732)
Custom Publishing
Planned Parenthood Launches Womens' Health Magazine
Planned Parenthood Federation of America, based in Washington, D.C., recently announced plans to launch CHOICES, a newsstand quality magazine through an exclusive, long-term arrangement with Phoenix-based McMurry Publishing, Inc., one of the nation's largest custom publishers.
CHOICES will focus on women's health, relationships and reproductive and sexual health issues ranging from pleasure to protection. The premier issue's anticipated circulation is 500,000 copies and will be distributed through Planned Parenthood's 144 affiliates and 900 health centers nationwide.
A single sponsor will fund each issue, essentially "owning" each issue with exclusive advertising rights and merchandising opportunities.
Sponsors will gain uncluttered access to one of the highest concentrations of women aged 18-34, according to the agency, which provides healthcare and counseling services to 5.1 million people annually. (Planned Parenthood, 202/973-6309; McMurry Pub., 602/242-9527)
Public Health
Confusion Over Osteoporosis Leads to Advisory
The National Osteoporosis Foundation (NOF), based in Washington, D.C. recently launched an urgent Public Health Advisory that warns women against waiting for arthritis-like symptoms to develop before seeking treatment for Osteoporosis, since the condition is symptomless. The newly issued advisory suggests to women that in addition to educating themselves about osteoporosis and assessing personal risk with their doctors, women should request bone a density test from their doctors.
Although osteoporosis has gained significant media attention in the last 10 years, many patients remain undiagnosed and millions of American women have failed to follow the preventive advice of medical experts. The public health advisory will address these key findings from the new research:
- In general, six in ten people think osteoporosis has symptoms similar to arthritis.
- One in two women incorrectly believe that there are similar treatment approaches for osteoporosis and arthritis.
- 42 percent of women believe that osteoporosis and osteoarthritis are related. (NOF, 202/223-2226)