Pharma Companies to Use More TV to Target Hispanic Audiences

Pharmaceutical companies spend significant amounts of time and money promoting their products to both physicians and consumers. But are these firms targeting all demographic groups as well as they could?  A new survey of physicians indicates that pharma companies could do a much better job of reaching one specific target audience: Hispanics.

According to research carried out by KCI Partners and the Jeffrey Group, physicians have some concerns about how well pharma companies are communicating with the Hispanic audience. One a scale of 1 to 7, here’s the grade physicians gave to pharma companies:


  • Grade 1 (Very well) 7%
  • Grade 3 24%
  • Grade 4 27%
  • Grade 7 (Poorly) 33%

Overall, physicians believe that Hispanics do not have sufficient access to pharmaceutical solutions. While they believe 48% of the general population has excellent access, they say only 14% of Hispanic consumers have the same level of treatment access. Reasons for this problem include lack of insurance and, in some cases, legal status. The discrepancies exist even as reports are emerging that Hispanics are at higher than average risk for problems such as Alzheimer’s disease and diabetes. Doctors believe the most effective way to reach Hispanic consumers is through TV while online or digital media is considered least effective.

The study revealed that pharma companies have increased the amount of Hispanic audience targeting via TV which is important because these consumers watch TV more than average. Mike Valdes-​Fauli, president of the Jeffrey Group, notes that “from a communications perspective, we were surprised that television stories, not television advertising, were rated as very/​extremely effective at educating Hispanic patients.” Look for more pharma companies to direct TV-​based advertising to Hispanic consumers and to use the power to story to increase effectiveness.

[Sources: Alzheimer’s Facts and Figures. Alz​.org. 2011. Web. 7 Mar. 2011. Fact Sheet. Prevalence of Diabetes among Hispanics. CDC​.gov. n.d. Web. 7 Mar. 2011. Comer, Ben. Docs say pharma is dropping the ball with Hispanics: survey. Mmm​-online​.com. 14 Feb. 2011. Web. 7 Mar. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.