Hispanic Patient Marketing: Pfizer's Vidasana Program
Client: Pfizer, Inc.
Challenge:
Vidasana is a program designed to improve the screening, diagnosis and treatment of cardiovascular disease (CVD) in Hispanic patients. A focused goal was to reduce the CVD healthcare gap between Hispanics and non-Hispanic whites.
Insight:
Many Hispanics who speak little English may face language barriers when seeking health care. Most MDs are not of Hispanic origin.
Develop a kit with materials which would:
- Provide cultural and emotionally relevant educational materials that catalyze both NPAs and Hispanic patients to raise questions and open dialogue during the doctor visit.
- Introduce the Vidasana program.
- Target and intrigue NPAs to serve as advocates for Vidasana and as role models for their Hispanic patients.
- Create a ground swell of interest that will move patients towards wellness checks rather than just sick calls.
Results:
- Specific outcome measures are proprietary
Due to the success of the kit and direct mail, which promoted it; an immediate demand was created for a follow up kit with additional materials. The NPAs and Pfizer field representatives requested this second kit contain:
- Additional bilingual patient tools
- Dietary guide and tracker
- Order forms for additional materials
- Incorporation of previous Pfizer materials such as Spanish language brochures on a variety of disease states
