Posted by Elena del Valle on February 18, 2008
Information provided by our Event Partner
Join the PRSA Health Academy at our 19th Annual Conference in Chicago as we address strategies for communicating in today’s challenging world where “one size, same message” is no longer what the doctor or consumer ordered.
Finely targeted and segmented communications play a critical role in effectively reaching the cross-generational, multicultural health care consumer. Increasingly culturally and generationally diverse, today’s health care consumers desire to live long, be young and in control, and want products and services sensitive to their age, gender, ethnicity, sexual orientation and active lifestyles. Don’t miss this opportunity to sharpen your public relations skills and network with colleagues as we dissect the DNA of the generations and cultures that are already having a profound effect on American health care.
Keynote Speakers:
Jane Brody, The New York Times’ personal health columnist and author (April 3)
Jane Brody has written over 10 books on nutrition and health and lectures frequently to audiences both lay and professional. She has appeared on hundreds of radio and television shows throughout the country and has received numerous prestigious awards for journalistic excellence. Jane will share with us her unique health care in American society.
Jonathan Karl, ABC News’ senior national correspondent (April 4)
Jonathan Karl has reported on two presidential elections, President Clinton’s impeachment, the NATO air strikes against Yugoslavia and congressional reaction to the September 11, 2001 terrorists attacks. He was also the first reporter to obtain the Starr Report, one of the most sought-after political documents in recent years. Karl previously served as a congressional correspondent for CNN, covering Capitol Hill, the White House and the Pentagon. Jonathan will speak on the political elections and the candidates’ impact on health care.
Additional Conference Highlights:
Pre-Conference Seminar (April 2)
Journal of the American Medical Association
Senior physician editors, leading media relations staff and key national medical journalists will discuss the issues and processes of communicating the latest medical-scientific and health policy news at JAMA: Journal of the American Medical Association. Whether you’re an agency pro, a staffer for an academic medical center, association or another type of health care organization, you’ll benefit from this session focused on the news operation surrounding these prestigious and important publications.
Plenary and Concurrent Sessions (April 3-4)
Networking Opportunities including the Health Academy Awards Reception
Register at http://www.healthacademy.prsa.org/
Posted by Elena del Valle on February 18, 2008
Natasha Funk, Terra.com and Ken Mallon, Dynamic Logic
Photos: Terra.com, Ken Mallon
A podcast interview with Natasha Funk, sales research manager, Terra.com and Ken Mallon, vice president of Ad Effectiveness Consulting, Dynamic Logic, a Millward Brown Company, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss online research and ad effectiveness when targeting U.S. Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
Natasha, who joined the company in May 2005, is responsible for all aspects of research for Terra.com, one of the nation’s top Spanish language Hispanic portals. During her time at Terra.com she has leveraged internal and external research to drive sales, public relations, and business development.
She has managed the growth and studies within Terra’s large online research panel, Terra Selecto. She is editor of the Smart Marketer research newsletter which focuses on Hispanics online and emerging media. Prior to joining Terra.com, she worked as data warehouse administrator in the Research Department at New York Times Digital in Manhattan. Before that, she worked as database administrator for Abuzz.com, a knowledge management community portal purchased by The New York Times.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
She also worked with Procter & Gamble in Cincinnati, Ohio and Hewitt Associates in Lincolnshire, Illinois in high tech and market research.Natasha holds a Bachelor of Science in Computer Information Systems from Purdue University in W. Lafayette, Indiana and a Master of Liberal Arts with an emphasis in Cultural Anthropology from the University of Chicago in Chicago, Illinois. Fluent in Spanish and English, Natasha is an Oracle certified Oracle 8i Database Administrator.
Ken earned advanced degrees from Johns Hopkins and Stanford with expertise in research methodology, mathematics, statistics and marketing science. After working as a statistical scientist in the health and Biotech arena for 10 years, Ken decided to apply his quantitative background at Yahoo!, where he worked in data mining, primary research and research product development for four years. Ken joined Dynamic Logic in 2004 and lives with his two children in the San Francisco area.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Natasha Funk, Ken Mallon” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the February 2008 section of the podcast archive.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here for information on Beyond the 30 Second Spot
