People En Español Salud Case Study: Diabetes Product

The Challenge

About 34.2 million Americans are estimated to have diabetes, with Hispanic/Latinos making up 12.7% of new diagnoses.1 While many are aware of the disease, they may not be aware that they have it, or its potentially deadly complications. Targeted Media Health wanted to raise awareness of diabetes, particularly for Hispanic/Latino patients, help provide resources regarding maintaining their condition, and start a dialogue between patients and health care providers.

Three issues of People En Español Salud issue were designed as 32-page “take one” custom guides. Each issue featured an article talking about its subject’s experience with diabetes: reporter Myrka Dellanos, television host Don Francisco, and bandleader Gilberto Santa Rosa. Targeted Media Health was able to reach over 2,500 targeted Endocrinology and PCP offices between July 2020 and March 2021.

Results

The Meredith Diabetes Product Guide campaign resulted in a 16.5 to 1 ROI.
People en Español outperformed the Control group in net increase of total claims.
People en Español drove significantly New to Brand patients over the 9-month post-period.
The campaign had a 6% lift resulting in +4,000 incremental NRx during the campaign period.