Study says pharma isn't delivering with Hispanic patients

MIAMI: Most physicians think pharmaceutical companies are doing a poor job of communicating to Hispanic patients, according to a study by The Jeffrey Group and KCI Partners, which surveyed 422 physicians across the country.

MIAMI: Most physicians think pharmaceutical companies are doing a poor job of communicating to Hispanic patients, according to a study by The Jeffrey Group and KCI Partners, which surveyed 422 physicians across the country.

The study reported 12% of physicians said pharmaceutical companies understand the healthcare needs of Hispanics "very well." Meanwhile, 7% cited the companies are doing an adequate job in communicating with Hispanics about solutions to their healthcare needs.

Mike Valdes-Fauli, president of The Jeffrey Group, said the study also found "below the line" communications tactics to be extremely effective at curbing some of the issues that were uncovered.

"Across the board physicians found that advertising on television had no where near as much impact, or weight, on educating Hispanic patients as things like media relations or television stories that were educational in nature and community related," he said.

In addition, the study found that 24% of physicians cited poor patient understanding of disease severity was "almost always a barrier" to treatment and 21% said it was "frequently a barrier." Other factors reported as "almost always a barrier" were preconceived notions/myths at 23% and conflicting advice from treatment from family members at 21%.

The study was the first of its kind conducted by The Jeffrey Group. Valdes-Fauli said they plan to conduct it annually.

"I think we need to continue to take the pulse of the market each year so that we have some comparison points," he added. "I don't think its something that is only relevant because of the current healthcare debate in Washington or the current census results across the country. I think those might make it more interesting at the moment, but I think these issues are going to be with us for quite some time and I think it's important to study them."

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