Prime Access Tapped to Carry out Novo Nordisk's Diabetes Efforts Aimed at US Hispanics

Prime Access Tapped to Carry out Novo Nordisk's Diabetes Efforts Aimed at US Hispanics

The agency will also lead strategy development and execution across other multicultural markets

NEW YORK, Mar 17, 2014 (BUSINESS WIRE) -- New York-based Prime Access today announced that it has been appointed agency of record for the US Hispanic market for Novo Nordisk. The agency will be tasked with branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. Prime Access will also spearhead strategic development of Novo Nordisk's diabetes franchise across other US multicultural markets.

A recognized leader in diabetes care, Novo Nordisk continues their US Hispanic initiative amidst recent poll findings from NPR/Robert Wood Johnson Foundation/Harvard School of Public Health that indicate that Hispanics view diabetes as the most serious health risk to their families, rating it higher than cancer.

"Prime Access shares our commitment to finding viable solutions to the diabetes pandemic for multicultural communities," said Tatiana Hansell, Associate Director, Patient Centric Marketing for Novo Nordisk. "Together, we can help improve diabetes prevention, care, and control for Hispanic health care consumers by addressing the psychosocial cultural aspects of diabetes. We were impressed by the agency's depth of knowledge and their analytic approach that was highly unique compared to what we had seen before."

For Prime Access, the Novo Nordisk win comes on the heels of over 20 other pharmaceutical brand assignments in just the past two years, highlighting the industry's heightened focus on the rapidly growing multicultural consumer market and the agency's unique juxtaposition of health care and cultural fluency.

"Compared to non-Hispanic whites, the risk of diagnosed diabetes is 66% higher among Hispanics/Latinos and 77% higher among non-Hispanic blacks," said Steven Millerman, CEO of Prime Access. "Given these statistics, and with the Affordable Care Act providing improved access to care over time, we are looking forward to partnering with Novo Nordisk to provide strategic and analytic integration throughout every aspect of their multicultural capability. We are honored that the Novo Nordisk team has entrusted us with their business, and we strongly believe that together we can make a difference in people's lives."


Prime Access is the largest independently owned health and wellness agency reaching the US Hispanic, African-American, Asian-American, LGBT, and other diverse US populations. Prime Access is the only advertising and marketing communications company that provides best-in-class strategies, actionable solutions, and expert cultural guidance in health and wellness to advance the lives of individuals of all cultures. For more than two decades, Prime Access has been at the crossroads of health care and cultural fluency with successful marketing initiatives for many of the world's largest brands. Find out how we can be your Cultural Catalysts. Visit today.

SOURCE: Prime Access

For Prime Access
Andy Bagnall, 212-868-6800 Ext. 125 [email protected]