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Diga Treinta y Tres

Posted on March 2, 2012 and read 2,272 times

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renatabio Diga Treinta y TresRenata Florio
Chief Creative Officer

There I am, looking at a woman sitting right outside the doctor’s office rocking her baby’s stroller to help her daughter fall asleep, while we all pretend not to hear the noise coming from the street.

The waiting room has no doors, it’s wide open to the outside giving easy access to the pharmacy right in front.

An old lady steps out of the doctor’s office accompanied by a younger woman— probably her daughter. They are speaking very fast and they both pretend to be mad at each other.

The younger one says, “I will buy the medicine for you but you have to take it!”

Her mother answers back, “I can take care of myself, I’ve done it my whole life…don’t worry, I will take it…don’t complicate things…”

It’s cute, you know. I love the fact that she tells the younger one not to “complicate things.” She doesn’t want to be told what to do, but she wants to be taken care of; I can hear it in her voice and see it in the slight smile on her lips.

Then the young mother and her baby go into the doctor’s office. I can tell it’s not their first time there; the doctor calls both mother and daughter by name.

Two other generations now. I wonder what this pair could be seeing the doctor about?

The older mother-daughter pair head to the pharmacy. The fact that it is conveniently located in front of the doctor’s office calls my attention. Who came first? The doctor or the pharmacy?

Well, that doesn’t matter now.

What really matters is the fact that we are in a very peculiar doctor’s office in a very peculiar place. It’s a small village outside of Mexico City, two thousand feet up in the mountains, where people don’t have to make an appointment to see the doctor.

In a very different setting, New York for instance, these same stories could be found in the U.S. Hispanic world.

An elderly person taken to the doctor against his will by someone younger in the family, who isn’t happy with the fact that he has to take some medicine? It happens every day.

And the fact is, the pharmaceutical business is huge in the U.S. Hispanic market.

At Wing, we have one of the most important brands in the category and we are constantly learning about how people relate to their health needs and how they respond to communication.

Our job is to make the journey easier for both the doctor and for the patient.

And right now, in this Mexican village, I am having the chance to prove by seeing firsthand what I’ve read in research and heard in focus groups: Hispanic patients do want to be able to take care of their lives by themselves. They want to feel well, and they want things to be easy.

Being in charge of the creative work of a pharmaceutical brand means I need to come up with creative ideas that help the patients get in touch with their health needs without feeling pressured or scared or bored.

Back in the doctor’s office in Mexico City, the door opens. Another scene unfolds that could be happening in any medical office in any Hispanic area in the US. The baby is smiling and the mother is relieved.

The doctor says, “Don’t worry, she is really going to be fine.”

It is now my turn to see the doctor.

He goes through the routine questions and the best part is when he tells me to say “treinta y tres.”

He assures me the difficulty I am having breathing and the slightly blue shade my hands have taken on are due to the high altitude we are at.

“What you need is to get some rest and you will feel better,” he says.

“Ok, doctor, I am already feeling better,” I respond.

Actually, this whole visit really did me good. Thank you.




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