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Health care companies are racing to find ways to penetrate the Hispanic/Latino market. With health-related care culture-bound and shaped by family history and beliefs about health, disease and medicine, how do organizations approach this market? PR professionals Maria Elena Villar, Ph.D., assistant professor, Florida International University (FIU), and part of the Health Communications Group in the School of Journalism and Mass Communication; and Rosanna M. Fiske, APR, vice president, corporate communications, Wells Fargo, will provide insight into the Hispanic health care market from a strategic communication perspective, understanding differences in affinity and language, and developing a culturally relevant outreach.
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Maria Elena Villar, Ph.D., assistant professor, Florida International University
Villar is also part of the Health Communications Group in the School of Journalism and Mass Communication. Prior to FIU, she was senior research scientist at the Institute for Child Health Policy at Nova Southeastern University.
Rosanna M. Fiske, APR, vice president, corporate communications, Wells Fargo & Company
Fiske also held positions for the Global Strategic Communications Master’s program at Florida International University, managing partner at Communiqué Group/Rise Strategies, and vice president at Ketchum. Fiske was the first Latina CEO to lead the PRSA.