At the time of the campaign, 3.5 million Hispanics reported having asthma. The makers of Pulmicort enlisted Deborah and her team to coordinate an interactive bus tour to educate families on asthma preparedness and preventive measures. The tour participated in major Hispanic community events across the country.
At the same time, Deborah was part of the PR team managing Arimidex, an early breast cancer treatment drug. She researched and developed listings of potential allied partners, provided recommendations for the web site, and ultimately spearheaded an interactive tour to educate Hispanic women about breast cancer prevention and detection.
First Priority Community Health Care Centers
When more than a dozen independent community health centers were facing fierce competition, Deborah’s marketing consultancy team suggested that they collectivize to share resources and attain a greater market share. A branded network was designed to create greater strength and combined resources for the individual centers. Deborah promoted several media events in Houston. She also conducted message training and led brainstorming sessions with representatives from each of the individual centers to set them on the track to on-target messaging.
La Fe Policy Research & Education Center
When La Fe received a two-year grant from the AARP Foundation to study food insecurities among Hispanic seniors in San Antonio, Deborah joined the team as PR Counsel. Deborah ghost wrote countless op-ed articles, placed them in publications in English and Spanish, coordinated several special events, and provided ongoing marketing support to the Center. Additionally, she led focus groups and conducted message training sessions with the Center’s health care outreach team. One of the communication’s goals she helped them achieve was to educate eligible seniors of vital services, including food banks and the SNAP program.
Legacy Home Health Care
Deborah’s marketing team was hired to promote Legacy’s Hospice, Home Health, Primary Home Care, Community Based Alternatives, Private Duty, Rehabilitation and Pre-Operative Care services in the Rio Grande Valley. She conducted a full-day media training session with management, which included message storming to promote the wide range of services provided by Legacy Home Health Care’s 5,000 employees throughout South Texas.
National Institute of Mental Health
When NIMH made its first major exploratory visit to South Texas, Deborah was the lead agency PR Counsel. The NIMH team sought to reach as many people as possible to talk about mental health challenges. She managed a media tour and town hall at Texas A&M International University regarding adult and child mental health needs. The target audience included key influencer groups such as professionals from the fields of education, mental health, primary medical care and community outreach centers throughout South Texas. A similar forum for military and general medical physicians and clinicians, various care providers, and the research community was conducted in San Antonio. Virtually every local media outlet covered the events.
National Pork Board
Deborah represented the National Pork Board for many years. Primary functions included working with nutritionists to communicate healthy meal options using “the other white meat.” Deborah collaborated with health experts and chefs to create recipes that were low in fat, and high in fiber, protein and minerals. Among the key messages relayed in 95 percent of the media reports were the USDA findings of the health attributes of eating lean pork tenderloin. Best food prep tips, such as grilling and marinade, versus frying, were also part of the messaging. Deborah toured the country overseeing NPB spokespeople who hosted healthy food demos at dozens of community events and media briefings.
When the Swine Flu hit hard in Texas, there was an onslaught of fear. People didn’t understand how the flu spread, and worse, some thought it was caught by eating pork. Deborah managed a multi-media public information outreach to educate the community on how to prevent the spread of H1N1.
Royer Maddox Herron Advisors
Deborah currently serves as marketing and communications counsel for the former CEO, COO and CFO of Christus Health, the nonprofit health system comprising 350 facilities. Deborah provides guidance in: social media, web development, copywriting, marketing and media relations to these visionary experts now at Royer Maddox Herron Advisors.