La Clínica del Pueblo: A Model of Collaboration Between a Private Media Broadcasting Corporation and an Academic Medical Center for Health Education for North Carolina Latinos

  • Jorge Calles-Escandón
  • Jaimie C. Hunter
  • Sarah E. Langdon
  • Eva M. Gómez
  • Vanessa T. Duren-Winfield
  • Kristy F. Woods
Original Paper


La Clínica del Pueblo, a health education collaboration between the Maya Angelou Center for Health Equity at Wake Forest University School of Medicine and Qué Pasa Media, Inc., disseminates culturally appropriate health information to the North Carolina (NC) Latino community. The program includes a weekly radio show and corresponding newspaper column addressing four areas: childhood health, adult health, safety, and utilization. The radio show format includes a didactic presentation followed by a call-in question and answer period. Over 200 consecutive weeks of programming have been completed, averaging 11 calls per show. A Latino healthcare resource guide and hotline also provide resource information. Participant demographic information indicates that 50% of the target population comes from Mexico, 60% are women, and 70% of the community is younger than 38 years. There was an increase in the use of the media as a source of health information over the course of the project, from an initial 33% of respondents to 58% in the last survey. Listenership to La Clínica del Pueblo displayed a pronounced increase (18% initial survey to 55% in last survey, P < 0.05). We also observed a statistically significant increase in medical knowledge from initial survey to the last survey (P < 0.001). By multiple regression analysis, we identified 4 predictors of medical knowledge: order of surveys (1 < 3, P < 0.001), education level (P < 0.0001), female gender (P < 0.01) and radio listenership (P < 0.05). The first three variables predicted higher scores; however, radio listening recognition of our radio program was more common among individuals who had lower scores. In conclusion, La Clínica del Pueblo is a model for a novel approach that can reach the Latino community to improve medical knowledge and possibly affect health behaviors in a positive manner.


Latino Media Health education Health promotion Survey North Carolina 



The study was funded by the Kate B. Reynolds Charitable Trust Health Care Division and the Fannie E. Rippel Foundation. The team wishes to thank Dr. Alain Bertoni for extending his statistical expertise to provide oversight for the quantitative data analysis.


  1. 1.
    US Census Bureau. The Hispanic Population: Census 2000 Brief. 2001.Google Scholar
  2. 2.
    US Census Bureau. The Hispanic Population in the United States. 2004.Google Scholar
  3. 3.
    US Census Bureau. American Community Survey. 2006.Google Scholar
  4. 4.
    North Carolina Institute for Minority Economic Development. Buying Power in NC: Estimates for 1990–2004 and Projections through 2009. 2004.Google Scholar
  5. 5.
    Zun LS, Sadoun T, Downey L. English-language competency of self-declared English-speaking Hispanic patients using written tests of health literacy. J Natl Med Assoc 2006;98(6):912–7.Google Scholar
  6. 6.
    The Commonwealth Fund. Health Care Quality Survey. Commonwealth Fund 2001.Google Scholar
  7. 7.
    Mokdad AH, Ford ES, Bowman BA, Nelson DE, Engelgau MM, Vinicor F, et al. Diabetes trends in the U.S.: 1990–1998. Diabetes Care 2000;23(9):1278:83.Google Scholar
  8. 8.
    Centers for Disease Control and Prevention NCfHS. Health United States 2006. 2006.Google Scholar
  9. 9.
    North Carolina Center for Health Statistics. Leading Causes of Death in North Carolina in 2005. 2005.Google Scholar
  10. 10.
    Gombeski WR Jr, Ramirez AG, Kautz JA, Farge EJ, Moore TJ, Weaver FJ. Communicating health information to urban Mexican Americans: sources of health information. Health Educ Q. 1982;9(4):293–309.PubMedGoogle Scholar
  11. 11.
    Hu DJ, Keller R, Fleming D. Communicating AIDS information to Hispanics: the importance of language and media preference. Am J Prev Med. 1989;5(4):196–200.PubMedGoogle Scholar
  12. 12.
    National Council of La Raza—Institute for Latino Health. The Health of Latino Communities in the South: Challenges and Opportunities. 2004.Google Scholar
  13. 13.
    Perez-Escamilla R, Himmelgreen D, Bonello H, Peng YK, Mengual G, Gonzalez A, et al. Marketing nutrition among urban Latinos: the SALUD! campaign. J Am Diet Assoc 2000;100(6):698–701.Google Scholar
  14. 14.
    Ebel BE, Coronado GD, Thompson B, Martinez T, Fitzgerald K, Vaca F, et al. Child passenger safety behaviors in Latino communities. J Health Care Poor Underserved 2006;17(2):358–73.Google Scholar
  15. 15.
    Henao JC, Rodriguez J, Wilburn ST. Salsa y Salud: increasing healthy lifestyle awareness through a radio-based initiative. J Nutr Educ Behav 2006;38(4):267–8.Google Scholar
  16. 16.
    Johnson EM, Delgado JL. Reaching Hispanics with messages to prevent alcohol and other drug abuse. Public Health Rep. 1989;104(6):588–94.PubMedGoogle Scholar
  17. 17.
    Winett LB, Wallack L. Advancing public health goals through the mass media. J Health Commun. 1996;1(2):173–96.CrossRefPubMedGoogle Scholar
  18. 18.
    Mitra A, Calles J, Duren-Winfield V, Gomez E, Fahey S, Woods K. Developing an instrument to measure an academic-media collaboration for Hispanic health promotion. Proceeds from the American Evaluation Association: “Evaluation 2006: The Consequences of Evaluation”. 2006.Google Scholar
  19. 19.
    Mercado-Martinez FJ, Robles-Silva L, Moreno-Leal N, Franco-Almazan C. Inconsistent journalism: the coverage of chronic diseases in the Mexican press. J Health Commun. 2001;6(3):235–47.CrossRefPubMedGoogle Scholar
  20. 20.
    Alcalay R, Alvarado M, Balcazar H, Newman E, Huerta E. Salud para su Corazon: a community-based Latino cardiovascular disease prevention and outreach model. J Community Health. 1999;24(5):359–79.CrossRefPubMedGoogle Scholar
  21. 21.
    Elder JP, Ayala GX, Campbell NR, Slymen D, Lopez-Madurga ET, Engelberg M, et al. Interpersonal and print nutrition communication for a Spanish-dominant Latino population: Secretos de la Buena Vida. Health Psychol. 2005;24(1):49–57.CrossRefPubMedGoogle Scholar
  22. 22.
    Kim S, Koniak-Griffin D, Flaskerud JH, Guarnero PA. The impact of lay health advisors on cardiovascular health promotion: using a community-based participatory approach. J Cardiovasc Nurs. 2004;19(3):192–9.PubMedGoogle Scholar
  23. 23.
    Vallejos Q, Strack RW, Aronson RE. Identifying culturally appropriate strategies for educating a Mexican immigrant community about lead poisoning prevention. Fam Community Health. 2006;29(2):143–52.PubMedGoogle Scholar

Copyright information

© Springer Science+Business Media, LLC 2009

Authors and Affiliations

  • Jorge Calles-Escandón
    • 1
    • 2
  • Jaimie C. Hunter
    • 1
  • Sarah E. Langdon
    • 1
  • Eva M. Gómez
    • 3
  • Vanessa T. Duren-Winfield
    • 4
  • Kristy F. Woods
    • 1
  1. 1.The Maya Angelou Center for Health Equity at Wake Forest University Health SciencesWinston-SalemUSA
  2. 2.Department of Internal Medicine, Section on Endocrinology and Metabolism, Department of Internal Medicine, Medical Center BoulevardWake Forest University Health SciencesWinston-SalemUSA
  3. 3.Children’s HospitalBostonUSA
  4. 4.School of Health SciencesWinston-Salem State UniversityWinston-SalemUSA

Personalised recommendations