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Sana la Rana Case Study

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In 2003 Pfizer introduced the Sana la Rana campaign to encourage American Latinos/as to engage in conversation about health issues. I like this campaign because it recognizes differences within the American Latino/a co-culture, and because it capitalizes on some of the unique culture-specific characteristics of American Latinos/as. Ketchum PR was the agency. Sana la Rana won a PRSA Silver Anvil and was recognized in numerous health publications. Not bad for a little green frog and a children’s rhyme. I developed the presentation for classroom use.

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Sana la Rana Case Study

  1. 1. Sana la Rana Case Study<br />Client: Pfizer Pharmaceutical Company<br />Agency: Ketchum Public Relations<br />Campaign conducted in 2003-2004<br />
  2. 2. Sana la Rana Case Study<br />Situation<br />General lack of health information in Spanish<br />American Latinos/as suffer disproporationately from under-diagnosed diseases, e.g., hypertension, diabetes, depression<br />High cholesterol and heart disease are the number 1 killers of Latinos/as<br />Pfizer had no ties to this co-cultural community<br />
  3. 3. Sana la Rana Case Study<br />Research<br />What do we need to know before we can design a PR program in response to this problem?<br />How would we find this information?<br />
  4. 4. Sana la Rana Case Study<br />Ketchum’s research findings of Latinos/as:<br />Represent the largest co-cultural group in the U.S.<br />Represent 49% of U.S. population growth between 2004-2006.<br />Average age is 27.2 vs. 36.2 years<br />One-third under 18 vs. one-fourth of U.S. population<br />Population expected to grow to 50 million by 2008<br />
  5. 5. Sana la Rana Case Study<br />More research findings:<br />$70 billion spent on healthcare in 2003<br />Buying power expected to exceed $1 trillion<br />Successful campaigns have focused on education, not brands<br />Successful campaigns establish brand loyalty while connecting culturally with Latinos/as<br />
  6. 6. Sana la Rana Case Study<br />Still more research findings:<br />Trust of community leaders will be important<br />National Council of la Raza is a potential partner<br />Latinos/as were more comfortable talking with pharmacists than doctors<br />Prefer to receive information in Spanish<br />
  7. 7. Sana la Rana Case Study<br />What else do we know about Latino/as culture?<br />Collectivist vs. individualist<br />High power distance<br />High uncertainty avoidance<br />Masculine<br />Pride in language use, elaborated codes<br />
  8. 8. Sana la Rana Case Study<br />Target publics – who should we target?<br />Latinos/as in Miami, Houston and LA<br />Community leaders<br />
  9. 9. Sana la Rana Case Study<br />Objectives:<br />Motivate Latinos/as to see, or commit to see, their physicians for diagnosis and treatment of prevalent diseases/conditions such as high cholesterol<br />Position Pfizer and the Sana la Rana program as a premier health resource program for the community<br />
  10. 10. Sana la Rana Case Study<br />Theme:<br />Sana, Sana, Colita de rana. Visite A Su Doctor Para Una Vida Sana.<br />Rhyme used when children hurt themselves:<br />Sana, sana, colita de rana. Si no sanas hoy sanars mañana.<br />sana.WMV<br />Frog mascot in a doctor’s coat<br />
  11. 11. Sana la Rana Case Study<br />Tactics:<br />Ad campaign<br />Health literature in English and Spanish<br />Promotoras de Salud – charlas<br />PSAs on Spanish-language stations – used local opinion leaders<br />Web site and hotline www.sanalarana.com<br />On-going media relations<br />
  12. 12. Sana la Rana Case Study<br />Evaluation:<br />Motivate Latinos/as to see or commit to see, their physicians for diagnosis and treatment of prevalent diseases/conditions such as high cholesterol<br />Position Pfizer and the Sana la Rana program as a premier health resource program for the community<br />How would you evaluate the success of this campaign?<br />
  13. 13. Sana la Rana Case Study<br />Motivate Latinos/as…<br />Physician visits rose by 8% within two months after launch<br />4,850 screenings for high cholesterol<br />Awareness of Sana la Rana rose by 21%<br />Publicity generate 6 million impressions<br />
  14. 14. Sana la Rana Case Study<br />Position Pfizer and Sana la Rana…<br />Support from community leaders<br />Support from U.S. Surgeon General<br />Promotoras reached 4,250 Latinos/as through 286 charlas<br />79% of target public identified Pfizer as a company they could trust<br />22,500 hotline calls; 53,000 Web site visits<br />
  15. 15. Sana la Rana Case Study<br />Unanswered questions:<br />Does Pfizer sell more product to the Latino/as market<br />What’s Pfizer’s market share among Latinos/as?<br />Do Latinos/as continue to suffer disproportionately from undiagnosed diseases?<br />Why did Pfizer drop the program?<br />
  16. 16. Sana la Rana Case Study<br />

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