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AHRQ, Ad Council Launch Conozca las preguntas Campaign

Conozca las preguntas, (Know the Questions) a new, multimedia Spanish-language campaign was announced by the Department of Health & Human Services’ (HHS) Agency for Healthcare Research and Quality (AHRQ) and the Ad Council, encourages Hispanics to get more involved in their health care and to talk with their doctors about their medical concerns. The national public service advertising campaign, which features television, radio, print and Web ads, offers tips to help Hispanics prepare for medical appointments by thinking ahead of time about questions to ask their doctors during medical appointments. The PSAs direct audiences to visit AHRQ’s Web site at where they can find tips and other important health information in Spanish.

AHRQ research shows that Hispanics tend to seek medical treatment advice from friends, co-workers and even casual acquaintances rather than going to the doctor unless they are very sick. Some Hispanics report avoiding asking doctors questions out of respect or because they feel intimidated or embarrassed. AHRQ data show that 47 percent of adult Hispanics reported not having seen a doctor in 2008, compared with 29 percent of adult non-Hispanics. This included 37 percent of insured Hispanics ages 18 to 64, compared with 29 percent of insured non-Hispanics, as well as 15 percent of older Hispanics versus 10 percent of non-Hispanic seniors.

AHRQ and the Ad Council also will be implementing a mobile marketing program to further engage the Hispanic community in the campaign messages. A mobile version (WAP) of the website will be developed and users will have the opportunity to opt in to receive biweekly text message alerts for tips on talking with health care providers, getting prescriptions and medical tests, and the benefits of getting more involved in their health care. Mobile users can text 80676/Preguntas to opt in to the program. For more information about the Conozca las preguntas Campaign, please visit the AHRQ press release and the Conozca las preguntas website.

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