Yesenia Bautista, PHM / N2

Representation Matters in Speaking with Underserved Heart Failure Patients

Staffordshire April 19, 2023 2:00 pm - 2:45 pm

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Yesenia Bautista

Heart Disease is the leading cause of death for people of most racial and ethnic groups in the United States, including African American, American Indian, Alaska Native, Hispanic and white men.

A case study addresses the impact of having authentic creative at the Point of Care for patients with Heart Failure. PHM and Health Monitor developed the approach and content specifically for 3 distinct groups of patients: Black, Hispanic and General Audience.  Included in the Guides is Novartis’ Entresto ad which treats Heart Failure.  The Hispanic content was in-language as 62% prefer healthcare information resources in Spanish.

Each group’s program was designed with culturally relevant information, imagery, real patient stories and content that resulted in providing representation to reaching the appropriate patient to encourage patient/HCP dialogue.