The 2026 PM360 Pharma Choice Awards – Variety BRONZE Winner

Why It Matters

The recognition underscores how culturally resonant, point‑of‑care campaigns can drive patient engagement and improve treatment uptake in underserved Hispanic markets, setting a benchmark for future pharma outreach.

Key Takeaways

• Campaign targets US Hispanic obesity with culturally tailored content.
• Uses online hub to educate and motivate patient‑provider dialogue.
• Highlights generational beliefs, family food practices, genetics.
• Earned Variety Bronze at 2026 PM360 Pharma Choice Awards.
• Demonstrates growing importance of point‑of‑care multicultural marketing.

Pulse Analysis

The United States faces a disproportionate obesity burden among Hispanic adults, with prevalence rates exceeding those of non‑Hispanic whites. Cultural factors—such as multigenerational households, traditional cuisine, and differing health beliefs—shape attitudes toward weight management and often limit engagement with conventional medical advice. Public health experts therefore stress the need for outreach that respects linguistic nuances and community values. By addressing these gaps, marketers can improve health literacy, encourage earlier clinical conversations, and ultimately reduce long‑term disease risk within this growing demographic.

The "Maneja Tu Peso" initiative, created by Fingerpaint Multicultural in partnership with Novo Nordisk, translates this insight into an interactive online hub tailored for US Hispanic patients living with obesity. The platform delivers evidence‑based information on biological, environmental, and hereditary contributors to weight gain, while weaving in culturally resonant narratives about family meals and generational health myths. A clear call‑to‑action prompts users to schedule appointments with their providers, fostering personalized treatment plans that may include Novo Nordisk’s GLP‑1 therapies. The campaign’s multilingual design and community‑centric storytelling enhance relevance and trust.

Recognition as a Variety Bronze winner at the 2026 PM360 Pharma Choice Awards validates the campaign’s strategic blend of point‑of‑care marketing and cultural intelligence. The accolade signals to pharmaceutical brands that investing in nuanced, community‑focused outreach can yield measurable engagement and stronger brand affinity. As payers and regulators increasingly prioritize outcomes, such culturally attuned programs are poised to become standard components of product launch and lifecycle management. Future campaigns will likely expand on this model, integrating real‑time data analytics to further personalize interventions for diverse patient populations.