PacifiCare Health Systems, Inc. announced it has selected Santa Monica, Calif.-based Anita Santiago Advertising, Inc., to handle the company’s $1.5 million Hispanic/Latino advertising account.
Anita Santiago Advertising will handle all general advertising and media buying for PacifiCare’s Latino Health Solutions initiative, a new program developed by PacifiCare to increase health care access and service to the Latino community. The program represents PacifiCare’s commitment to develop and manage new as well as existing products and services that will help build stronger ties with Latino members and organizations, including Latino physicians, brokers and employers.
“We wanted to work with an advertising agency that will help articulate our commitment to the health care needs of Latinos,” said Russell Bennett, PacifiCare’s vice president of Latino Health Solutions. “We selected Anita Santiago Advertising because we feel they have a profound understanding of the Latino community and will help create messages that are meaningful and motivating to the Latino consumer. Our Latino Health Solutions initiative reinforces our belief that caring is good, but doing something is better. We believe Anita Santiago Advertising will help us strengthen and expand our relationships with Latino consumers and physicians.”
PacifiCare selected Anita Santiago Advertising after an extensive search among many Southern California-based Latino advertising agencies, managed by review consultant Select Resources International (SRI) of West Hollywood, Calif.
“During the process, we selected five outstanding Hispanic advertising agencies as finalists,” said Bennett, “and it is clear from the quality of these agencies and their customer lists that the Hispanic market is now recognized as the most dynamic, fastest-growing population in the United States.”
In the eight states where PacifiCare operates, Hispanics are the largest minority group, with more than 20 million people representing approximately 26% of the population, according to Bennett. “Anita Santiago Advertising demonstrated a deep understanding of the wealth of Latino culture and history and a commitment to health improvement for the Latino community,” he added. “We especially connected with their commitment not to represent any alcohol or tobacco-related advertising.”
“We look forward to working with one of the nation’s largest consumer health organizations and helping it make a positive impact in health care for Latinos,” said Anita Santiago, president of Anita Santiago Advertising. “We are confident that this new partnership will enhance PacifiCare’s efforts to reach out to the Latino community with products and services specifically tailored to meet their health care needs.”