Alzheimer's for All (well at least Hispanics)

Unfortunately cultural differences don't prevent Alzheimer's disease, but they may prevent people or their loved one's from seeking help.

This comprehensive campaign specifically targeted Hispanic/Latino communities, because statistical data showed that their rates of Early Alzheimer's were higher than other patient populations. To make matters worse, cultural differences in these communities reduced their likelihood of diagnosis. A stigma about seeking help caused patients to suffer in silence. Meanwhile, spouses or children would simply start covering for their loved ones and say things like "They're just getting older. That's life."

The guerrilla-style awareness campaign above was designed to be left in public places in 4 targeted pilot communities: New Jersey, Los Angeles, southern Florida, and San Antonio. Then the variety of materials below were designed to create a 2-pronged push and pull between HCPs and patients/caregivers in these communities. All of which drove earlier diagnosis and earlier use of ARICEPT when results are at their most beneficial.

• Los Amigos de su Memoria was an unbranded patient advocacy organization developed to raise awareness at community events and Health Expos.

• Mama Needs Me was an execution within the branded DTC counterpart that spoke to caregivers to drive them to bring their loved ones to the doctor's office

• Not all patients are the same used identical looking medical report folders to show that docs needed to look more deeply into cultural differences when they suspect Alzheimers

• Customized HCP tools shared the statistical findings and insights from cultural psychology research, offered guidance for communicating with this patient population and modifying their approach

• Spanish-language materials were available for both HCPs and patients

This campaign was the intellectual property of the Vox Medica and Pfizer/Eisai.