alPunto Advertising helping Latinas get Mammograms.

For the last two years alPunto Advertising has been working with the western affiliate of Susan G. Komen in analyzing, researching and developing marketing plans that will reach Latinas and inform them about breast cancer and about mammograms.

The effort has been a complete 360 surrounding of the target consumer – from focus groups, to one-on-one interviews, interviews of those aware and not aware of breast cancer, and interviews of health care organizations catering to low income uninsured Latinas.

alPunto has completed a comprehensive marketing plan for Susan G. Komen that includes key barriers (e.g. Latinas’ health literacy index is 10 times lower than non Latinas), messaging strategies, media strategies, partnership opportunities and event /grassroots strategies.

“The statistics are incredible”, says Enrique Turégano, VP of alPunto, “breast cancer is the leading cause of cancer death among Latinas in the US and breast cancer is the most commonly diagnosed cancer among Latinas.”

“The challenges are many, from informing them that anyone can develop cancer (about 1 in 2 Hispanic men and 1 in 3 Hispanic women will be diagnosed with cancer in their lifetime), to addressing cultural issues about breast cancer (embarrassment, fatalism, religion) and external issues (cost, transportation, health insurance coverage). Our number goal is to get Latinas, especially low income Latinas to get an annual mammogram” states Turégano.