Posts Tagged ‘media markets’

Case Study: Help is Here Express

Posted: Dec 1, 2010 | Posted by Kassy Perry | No Comments

Diverse Approach Increases Access

California’s rich cultural diversity is equaled only by its geographic diversity, creating unique challenges when it comes to health education. A universal strategy that works in other states often won’t be successful in reaching California’s myriad multicultural communities speaking upwards of 13 threshold languages and living in various urban, suburban and rural settings. While some states have just one major media market, California includes five main media markets and several secondary markets. Each has a distinct personality, often requiring multiple approaches.

PCG tapped into its knowledge of California’s intricacies when the Partnership for Prescription Assistance wanted to launch its national “Help is Here Express Bus” to increase awareness among eligible Americans about the availability of free and low-cost medicines. By tapping into community-based health organizations, multicultural groups and ethnic media, PCG tailored the national program for local success. Through careful navigation PCG coordinated logistics for a 60-stop bus tour while developing a culturally competent program that helped patients access free and low-cost medicines on-site, while training community leaders for sustainable support once the bus left town.