Salud! Addressing Latino Health Challenges
July 29-31, 2002

The University of Georgia
College of Family and Consumer Sciences
Department of Foods and Nutrition
In partnership with
DrTango, Inc. and the Latin American Association

Tuesday, July 30th, 2002
11:15- 12:45 p.m.

Session: Latino Communication Mediums: Leveraging the Internet and Hispanic Health

Speaker: Dirk Schroeder, Executive Vice President, DrTango.

o 50,000 of U.S. Hispanics actively use the Internet
o A Hispanic does not need to be on-line to benefit from the power of the Internet
o Hispanic internet use Roslow research group, Fall 2001
o Hispanic Internet use:
o July 2000 was 39%
o March 2001 was 43%
o Fall 2001 was 50 %

Locations of Internet access:
o In the home is the most predominant, 69% of US Hispanics have internet access
o 54% have home computers (67% for non Hispanics)
o Internet use:
o E-mail
o Research
o News
o Music
o Education
o Work

o Hispanics spend using the Internet in Spanish is about 50%
o 50% of their time is on Spanish websites
o The language and Spanish websites are preferred

o Average Hispanic
o Uses internet 6 times per week
o For about 1 hour

o Dr. Tango mission-
o "Assist US healthcare systems to provide better access"

o Product and Services of Dr. Tango

o " Mirror Image" Spanish websites
o Illustrated health content

o Health Illustrated Websites
- 12,000 pages of content

o adam.com in collaboration with Dr. Tango

o Hospital Interested in Spanish
o Increase Revenues
o Reduce cost
o Reduce cost and comply with regulations
o Improve health outcomes

o Benefit to Hispanics
o accurate and up to date information

o Component of Mi Dieta
o Personalized dietary progress
o weekly newsletter

o Email newsletter- nutrition notes
o Diet, Fitness, Health
o In Spanish, for Hispanics
o Personalized, ex. Diabetes
o Localized by zip code

o Mi Dieta on Univision
o Launched 1/4/2002
o On 1/7/2002 there were over 1,000,000 hits
o Nearly 500,000 Hispanics access MiDieta each month
o More than 85,000
o Data that comes in can be immediately analyzed
o Soon to be launched in Latin America

o Data on Hispanic Health is scattered through MiDieta
o Diet patterns
o Preferred Foods
o Fitness Stats

o CDC Project- Health Encyclopedia on hospitals and Univision

o Univision.com - Hit video and direct link to Mi Dieta

o The need and problems
o Hospitals and clinics don't have enough Spanish speaking dietitians
o Mi Dieta

o MANGO system- diet and weight management for low literacy and low computer literacy
o use headphones
o touch screen
- reached by live bi-lingual dietitians
o remote assists and counsel
o available Fall 2003

Conclusion:
o Enormous potential to improve health outcomes
o Should not replace interpreters

o English 7th grade

o Glenda Umana- CNN anchor
o news network
o 24 hours
o totally Spanish
o Latin America 12 million views
o 2 million in the US
o 30 minutes hard news
o at least 1 MD per week, nutritionist
o video show

o Brendaly Rodriguez- Project Manager, ORC Macro
o Social marketing and Health Communication Evaluation Principles

o Census 2000
o Increase Hispanics
o 1990 Hispanics and AA less likely to receive
o 35% decrease 18 compared to 26%
o Social market - planning and implementing of programs/ interventions* designed to being about social change using concept from commercial *

o Key Issues for Health Communication
o consumer orientation
o audience segment
o channel analysis
o selection of dissemination strategies
o process track and report
o how it relates to you and stakeholders

o Principles
o Planning and study selective
o selecting message, material, and channels
o pre-testing
o implementation
o assessing effectiveness
o feedback to refine program

Research:
o many sources
o Involves health experts
o talk with members of the target audience

Features to consider:
o age and gender
o geographic location
o educational attainment

Eval:
o Formative Research
o Develop and pre-test* the appropriate message and material
o Determine results*

Resources:
o www.census.gov
o www.aed.org/jhealth.com
o www.social-marketing.com
o www.jhuccp.org/tools

o Judith Martinez-Sadri -Cofounder www.atlantalatino.com
o A bi-lingual interactive company
o Launched 1/1/2000 - ~44 people per day
o 1500 people per day 2002
o local audience in Georgia
o 59% males, 41% females
o 62% ages 18-34
o newsletter sent out weekly on GA issues
o Print was the next step
o All Latino Newspaper launched 3/20/2002
o First Latino newspaper in Georgia
o 4 sections: news, sports, comment (health), life
o Circulation: 30,000 copies weekly
o Readership: 90,000 weekly
o 14 metro communities
o Local columns
o Health: Local Health Fairs, Diabetes
o Free Publication

o Ides: quality newspaper report and translates to Spanish