Minority outreach pairs docs, clergy

Share this article:
A triumvirate of companies is seeking pharma sponsors for a disease awareness campaign centered on Black churches.

The campaign, called the Minority Outreach Initiative and run by Healthy National Network, Roska Healthcare Advertising and Impact Health, would stage or promote health screenings at Black churches, with a focus on chronic diseases that impact African Americans disproportionately: diabetes, obesity, cancer, cardiovascular disease,   HIV/Aids and asthma. The effort would connect Black pastors and faith-based organizations with key physician opinion leaders in their communities, educating doctors, clergy and their parishoners alike on disease states.

Those testing as at-risk for a disease would receive on-the-spot counseling, with the option to set up a doctor’s appointment then and there and to enroll in relationship marketing programs. 

“It’s really convenient on a Sunday, when most people are there for services anyway,” says David Comey, founder and managing director of HNN.

The unbranded campaign would be promoted through the National Medical Association, an organization of Black physicians. “What we’re trying to do is to connect the dots,” says Jay Bolling, president of Roska. “Access in many of these communities is really fractured.” 
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

More in News

Five things for Pharma Marketers to know: Friday, August 29

Five things for Pharma Marketers to know: Friday, ...

Takeda closes out a good-news, bad-news kind of week, AstraZeneca adds a new clinical trial for its experimental PD-1, and researchers link a funeral to the Ebola outbreak.

Amgen sends PCSK9 to FDA

Amgen sends PCSK9 to FDA

Evolocumab holds the FDA's first filed biologics license application for the class.

Consultants expect M&A tempo to continue

Consultants expect M&A tempo to continue

PwC anticipates that divestitures will fuel late-2014 deals, but notes that the noise around early deals and the financials don't fully match up.