McCann Health, a unit of McCann Worldgroup, announced the launch of McCann HumanCareHSP, a new practice specializing in Hispanic consumer healthcare marketing.
McCann HumanCareHSP will be jointly managed by Andrew Schirmer, Managing Director of McCann HumanCare, and Ingrid Otero Smart, President of McCann Worldgroup’s Hispanic agency, Casanova Pendrill.
Says Schirmer: “What really changes the game for us now, is that it is no longer just about doing a TV spot in Spanish and hoping that is all you need. We can use mass communications to gain attention and awareness in Spanish with the appropriate messaging and motivation, and then move the consumer into a more interactive and engaging ecosystem through digital means as well as certain off-line channels.”
Says Otero Smart: “Hispanics have an informational void when it comes to healthcare and are actively seeking information. HumanCareHSP represents a significant opportunity for pharmaceutical companies to provide this much needed information and garner trial and loyalty by this growing population segment.”
HumanCare and CP have shared business over the last two years, partnering on projects for clients such as GlaxoSmithKline and Boehringer Ingelheim. Plus the two executives have known each other for decades, having both worked for different agencies in the Omnicom network before moving over to McCann.