ROCKVILLE, MD: The Ad Council and the US Department of Health and Human Services' Agency for Healthcare Research and Quality (AHRQ) have launched a multimedia Spanish-language campaign to encourage Hispanics to talk with their doctors and be informed.
The initiative, called "Conoce las Preguntas," or "Know the Questions," includes a national public service ad campaign spanning television, radio, print, and online. The effort, said Ellyn Fisher, VP of PR and social media for Ad Council, is based on recently released AHRQ research showing "Hispanics often seek medical advice from friends, co-workers, and even casual acquaintances rather than going to the doctor unless they're very sick."
The PR and social media budget for the campaign is approximately $60,000.
"Our campaign taps into this insight and shows audiences that getting a diagnosis from the doctor is the best way to stay healthy," she added. "We want to encourage Hispanics to get more involved in their health care and ask questions of their doctors so they receive the best health care possible."
In support of the PR program, the Ad Council and the AHRQ are working with Revolución, which created the pro bono ads, and also secured Dr. Aliza Lifshitz as the campaign spokesperson. Lifshitz will promote the efforts through her weekly health show on Univision Radio.
A mobile marketing program has also been released, featuring a mobile version of the website, where users can opt in to receive biweekly text messages ranging in subjects such as talking to health care providers, getting prescriptions, and more.
Yesterday, the Ad Council launched a live television and radio media tour with Home Front Communications. It will span 20 national and local interviews with stations throughout the Hispanic markets, said Fisher.
The effort also has tie-ins to the Ad Council and the AHRQ's Twitter handles, as well as the Ad Council's Facebook page. Traditional media outlets are also being targeted.
Earlier this year, a study by The Jeffrey Group and KCI Partners said most physicians think pharmaceutical companies are doing a poor job of communicating to Hispanic patients.