Red Door Communications details minority outreach scheme

Red Door Communications has launched a new ethnic minority outreach programme that aims to deliver better healthcare communication targeting difficult-to-reach groups.

The company launched its new Inside Out service at a recent event at the University Hospital Birmingham, during which it was noted that members of the South Asian community and other minority groups often require specialised information, reports PMLiVE.

It has been shown that black and minority ethnic people have a higher incidence of cardiovascular disease and obesity-related illness, but their dietary, alcohol and smoking habits are often dictated by religion and cultural backgrounds.

As such, for health-related messages to hit home, they must be delivered in a relevant and culturally sensitive context.

Julia Harries, director of Red Door Communications, said: "What is clear is that companies need to tailor their communications activities sympathetically and effectively to engage these diverse and rapidly growing groups and not adopt a one-size-fits-all approach."

Red Door Communications is a Creston Health company and named the most rated agency by a panel of healthcare journalists in a 2012 survey carried out by PRWeek.