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.

1. Sana la Rana Case Study Client: Pfizer Pharmaceutical Company Agency: Ketchum Public Relations Campaign conducted in 2003-2004

2. Sana la Rana Case Study 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

3. Sana la Rana Case Study 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?

4. Sana la Rana Case Study 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

5. Sana la Rana Case Study 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

6. Sana la Rana Case Study 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

7. Sana la Rana Case Study 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

8. Sana la Rana Case Study Target publics – who should we target? Latinos/as in Miami, Houston and LA Community leaders

9. Sana la Rana Case Study 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

10. Sana la Rana Case Study 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

11. Sana la Rana Case Study 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

12. 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?

13. Sana la Rana Case Study 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

14. Sana la Rana Case Study 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

15. Sana la Rana Case Study 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?

16. Sana la Rana Case Study