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Archive for May 10, 2012

Farma

Pharma targeting Hispanics

Written by admin on . Posted in Marketing

Farma

Farma

I am currently at the AHAA conference in Miami FL.   AHAA is a great organization and “represents the best minds and resources dedicated to Hispanic-specialized marketing. Over the last two decades, AHAA has been a long-standing champion for corporate investment in Hispanic marketing and, since its inception in 1996, has increased Hispanic budget allocations by 12-fold.”

On top of bringing some of the smartest people in the industry together, this year AHAA brought in some great advertisers (Clorox and Eli Lilly) to talk about how their Hispanic ad agencies can be better partners, and some of the things they are doing to reach out to this vital market segment.

I was encouraged to hear that Eli Lilly, one of the largest pharma companies in the world, is taking big steps toward reaching out to Hispanics with diabetes.  Eli Lilly has been engaged in in-depth market research to be able to communicate to the Hispanic market about diabetes in a culturally relevant way.  Steven Rommeney acknowledged that pharma as an industry is slow-moving and often the “last one to the dance”.  There are difficult problems to be dealt with as well as rigorous regulations.  He recognizes that this community is effected by diabetes more so than its general market counterpart, and needs information and services.  I am excited to see how this plays out in the next 6 months to a year.

Wells Fargo

Wells Fargo Reaches Out to Hispanics

Written by admin on . Posted in Uncategorized

Wells Fargo

Wells Fargo

A recent article on Portada featured an interview with Mariela Ure, SVP of Hispanic Segment Strategy at Wells Fargo. Ms. Ure discussed how Wells Fargo is reaching out to Hispanics with four important products/services: Mortgages, Credit Cards, Small Business Lending and Remittances.

Ms. Ure notes that credit cards can be key to building a solid credit history, whereas mortgages are the logical extension of that credit-building process. With respect to Small Business Lending, Ms. Ure points out that Wells Fargo has lent over $5.6 billion to Latino-owned businesses since 1997, and has created a unique bilingual educational program –  Hands On Banking – for small businesses, which provides valuable information on how to start, manage and grow a small business. Finally, Wells Fargo’s Express Send services helps with remittances, especially to Central and South America.

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