Bayer taps agency network to boost minority outreach

LOS ANGELES: Bayer Biologics is among four drug companies using a new marketing coalition to reach minorities through medical-education campaigns.

LOS ANGELES: Bayer Biologics is among four drug companies using a new marketing coalition to reach minorities through medical-education campaigns.

Bayer and the other companies, whose names were not disclosed, have retained the services of The Neighborhood, a coalition of advertising, PR, and medical consulting firms that officially launched last month.

The Neighborhood hopes to differentiate itself from other minority-outreach firms through its partnership with Washington, DC-based Association of Academic Health Centers (AAHC). According to CEO Carl Kravetz, the partnership gives clients the benefit of expertise in both clinical and minority issues.

"I concluded that multicultural agencies didn't understand the clinical side," Kravetz said. "There was a gap in the marketplace for agencies that do both."

Participating firms are Cruz/ Kravetz:IDEAS, Nakatomi and Associates, and Young Communications, all based in LA, and JL Company in New York.

For Bayer, The Neighborhood has launched a tetanus-awareness program that targets minorities in high-risk jobs.

The drug company is distributing "Take One" information packets through catering trucks that serve construction sites.

The Neighborhood is also working on an effort to increase diabetes education in Latino communities. The pilot program, which has been launched in four cities, teaches patients how to live better with diabetes and counsels doctors about how to talk to patients.

"It has clinical information, but it also has sociological information," Kravetz said.

Kravetz noted that the program is sponsored by "multiple, non-competing brands." A press release on the AAHC website lists Aventis as a sponsor.

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