Posted by Elena del Valle on September 28, 2006
Johnny Cobos, CEO, Parlante
A national Spanish-language health magazine, Médico de Familia (“Family Doctor”) is being readied for a January 2007 launch, a joint venture between the Interamerican College of Physicians and Surgeons (ICPS) and Parlante Inc. Médico de Familia articles will be written by ICPS-member doctors who the publishers feel will be especially familiar with the needs and concerns of Hispanic patients.
An initial qualified monthly circulation of 60,000 will be distributed at over 20,000 medical clinics in major Hispanic markets. Javier Martínez de Pisón serves as managing editor and Carlos Bernales is creative director of the new magazine.
“Besides lack of insurance coverage, the single biggest barrier to adequate health care in the United States is language. By using one of the most trusted members of the Latino community, the family doctor, as intermediary, Médico de Familia will help bridge that gap,” said Johnny Cobos, CEO, Parlante.
The Interamerican College of Physicians and Surgeons (ICPS) was founded in 1979 to promote cooperation among U.S. Hispanic physicians and advance their professional and educational needs. ICPS is one of the largest associations of Hispanic physicians in the nation, reaching 39,000 Hispanic physicians the United States and Puerto Rico and a growing number of health professionals in Mexico, the Caribbean, Central and South America, and Spain through its publications, conferences and links to Hispanic medical societies.
Since its inception in 2002, New York city-based Parlante has provided an advertising medium for national and local companies to tailor their marketing messages to the Hispanic community. The company principals, Neil Porter and Johnny Cobos, develop Spanish-language advertising and custom-publishing solutions.