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Survey shows comms barriers for Hispanics

A new survey from The Jeffrey Group and KCI Partners shows most doctors believe pharma companies do a poor job of communicating with Hispanic patients
Most doctors believe pharmaceutical companies do a poor job of communicating with Hispanic patients, according to a new survey from the communications agency The Jeffrey Group and the research firm KCI Partners.

The survey, which polled 422 physicians around the country, found that only 12 per cent of respondents believe pharmaceutical companies understand the healthcare needs of Hispanic patients "very well".  In addition, only seven per cent of the doctors said pharmaceutical companies are doing an adequate job of communicating with Hispanics about solutions to their healthcare needs.

The research found that doctors see television media as being a key source of information for their Hispanic patients. Seventy-one per cent of the physicians said that, outside of their offices, television stories are a very or extremely effective communication vehicle for health education in the Hispanic population. 

However, "most physicians agree that one-on-one time with staff and printed educational materials in Spanish are the most important and effective ways to communicate with these patients", according to The Jeffery Group.

Close to half of physicians feel that poor patient understanding of disease severity is frequently or almost always a barrier in effectively treating Hispanic patients, according to the study. The survey found that 24 per cent of the doctors cited poor patient understanding of disease severity as being "almost always a barrier" to treatment and 21 per cent cited it as "frequently a barrier."  

In addition, 23 per cent of the doctors said that preconceived notions/myths were almost always a barrier to treatment of Hispanic patients and 21 per cent said that conflicting advice about treatment from family members was almost always a barrier. 

15th February 2011

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