• New business service with focus on Hispanic health communications launches website www.culturhealth.com
  • Hispanics at greater risk for many treatable diseases; lack of awareness is a major obstacle to prevention and care
  • Major business opportunity for clients to reach “untapped” health care market

A new Hispanic health care communications service, Cultúr Health, was launched today by the vox collective and Cooney/Waters Group. Cultúr Health combines the vox’s deep experience in Hispanic and cultural marketing with Cooney/Waters’ more than 19 years of health care communications service for nonprofits, pharmaceutical and biotechnology companies.

Cultúr Health offers strategic, culturally resonant communication programs to help health care industry clients reach the more than 50.5 million Hispanics living in the U.S. This unique growth segment is increasing by more than 1 million per year and is now the second largest consumer group after non-Hispanic whites. By the year 2050, 1 out of every 4 Americans will be Latino.

“Hispanics are emerging as the most sought after consumer target and are rapidly replacing baby boomers as the new, profitable growth opportunity for health care companies,” said Roberto Ramos, the vox collective’s president and CEO. “The vox collective and Cooney/Waters have merged our respective specialty areas in Hispanic marketing and health care public relations to help clients reach this critical ‘untapped’ market.”

U.S. Hispanics are at significant risk for many treatable diseases, yet there is a significant lack of educational programming that specifically targets Hispanics. Some of the leading causes of illness and death among Hispanics include heart disease, cancer, stroke, and diabetes. Other health conditions that significantly affect Hispanics are asthma, chronic obstructive pulmonary disease (COPD), HIV/AIDS, obesity and liver disease.

“Many Hispanics are largely unaware about their increased risk for chronic diseases, and how these diseases can be prevented or treated.  Yet, research shows that 80 percent of Latinos are hungry for information about medical innovation and health care,” said Fred Lake, executive vice president of Cooney/Waters. “Cultúr Health designs and executes fully integrated programs that feed this hunger for health care information, and motivate Hispanics to act on health care messages.”

The name, Cultúr Health, helps convey the multicultural focus and its special emphasis on Hispanic communications services exclusively for the health care industry. Cultúr Health builds on the already established partnership between the vox collective and Cooney/Waters, which has produced multiple award-winning national, regional and grassroots programming to reach Hispanics. For more information visit www.culturhealth.com.

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