Sana la Rana Case Study

Sana la Rana Case Study

Client: Pfizer Pharmaceutical Company Agency: Ketchum Public Relations Campaign conducted in 2003-2004


Situation General lack of health information in Spanish American Latinos/as suffer disproporationately

from under-diagnosed diseases, e.g., hypertension, diabetes, depression

High cholesterol and heart disease are the number 1 killers of Latinos/as

Pfizer had no ties to this co-cultural community


Research What do we need to know before we can design a

PR program in response to this problem? How would we find this information?


Ketchum’s research findings of Latinos/as: Represent the largest co-cultural group in the U.S. Represent 49% of U.S. population growth

between 2004-2006. Average age is 27.2 vs. 36.2 years One-third under 18 vs. one-fourth of U.S.

population Population expected to grow to 50 million by 2008


More research findings: $70 billion spent on healthcare in 2003 Buying power expected to exceed $1 trillion Successful campaigns have focused on

education, not brands Successful campaigns establish brand loyalty

while connecting culturally with Latinos/as


Still more research findings: Trust of community leaders will be important National Council of la Raza is a potential partner Latinos/as were more comfortable talking with

pharmacists than doctors Prefer to receive information in Spanish


What else do we know about Latino/as culture? Collectivist vs. individualist High power distance High uncertainty avoidance Masculine Pride in language use, elaborated codes


Target publics – who should we target? Latinos/as in Miami, Houston and LA Community leaders


Objectives: Motivate Latinos/as to see, or commit to see, their

physicians for diagnosis and treatment of prevalent diseases/conditions such as high cholesterol

Position Pfizer and the Sana la Rana program as a premier health resource program for the community


Theme: Sana, Sana, Colita de rana. Visite A Su

Doctor Para Una Vida Sana. Rhyme used when children hurt themselves:

Sana, sana, colita de rana. Si no sanas hoy sanars mañana.

sana.WMV Frog mascot in a doctor’s coat


Tactics: Ad campaign Health literature in English and Spanish Promotoras de Salud – charlas PSAs on Spanish-language stations – used local

opinion leaders Web site and hotline www.sanalarana.com On-going media relations

http://www.sanalarana.com/

Sana la Rana Case Study Evaluation:

Motivate Latinos/as to see or commit to see, their physicians for diagnosis and treatment of prevalent diseases/conditions such as high cholesterol

Position Pfizer and the Sana la Rana program as a premier health resource program for the community

How would you evaluate the success of this campaign?


Motivate Latinos/as… Physician visits rose by 8% within two months

after launch 4,850 screenings for high cholesterol Awareness of Sana la Rana rose by 21% Publicity generate 6 million impressions


Position Pfizer and Sana la Rana… Support from community leaders Support from U.S. Surgeon General Promotoras reached 4,250 Latinos/as through

286 charlas 79% of target public identified Pfizer as a

company they could trust 22,500 hotline calls; 53,000 Web site visits


Unanswered questions: Does Pfizer sell more product to the Latino/as

market What’s Pfizer’s market share among Latinos/as? Do Latinos/as continue to suffer disproportionately

from undiagnosed diseases? Why did Pfizer drop the program?


Education

Sana la Rana Case Study