The addition of Improve brings more than 10 years of experience in this key healthcare market to the network’s clients and partners, further strengthening the network’s capabilities in Latin America
NEW YORK and MEXICO CITY, Oct. 25, 2023 — Global Health Marketing & Communications (GHMC), the largest and most robust network of independent healthcare agencies worldwide, today announced the addition of Improve Comunicaciones, a Mexico-based strategic consulting agency, as its newest member. The addition strengthens GHMC’s offerings in Latin America and expands capabilities within the partnership.
Improve Comunicaciones brings more than 10 years of healthcare focused communications experience to the network. With its membership in GHMC, Improve Comunicaciones will continue to dedicate its time to the reputation management of its clients in Latin America while now having the ability to offer global insight, reach and strategy.
“We are extremely excited to welcome Improve Comunicaciones to our Global Health Marketing & Communications family, allowing global and regional clients an unparalleled level of insight and execution in the critically important Mexican market,” said GHMC President Tim Goddard. “Improve Comunicaciones’ skill and commitment to delivering innovative and impactful solutions for clients further strengthens our position as the strongest healthcare agency in the Latin America region.”
With the second-largest population in Latin America, Mexico is a critical healthcare market in the region. Meanwhile, the country continues to evolve and innovate, with its employment back to pre-pandemic levels according to World Bank,1 and its economy is predicted to become the seventh largest globally by 2050.2 The rapid growth in Mexico combined with Improve Comunicaciones’ dedication to the healthcare industry create new and unique opportunities for the network’s clients and partners.
“We could not be happier to join the GHMC network and expand our healthcare business in Latin America and across the world as Mexico’s exclusive partner agency,” said Improve Comunicaciones Managing Partner Helena Rodriguez Navarro. “By joining forces with GHMC, we are now able to offer a more diverse set of healthcare marketing and communications services and capabilities that allow us to further expand our impact, offering clients access to a global network of experts.”
As the exclusive partner for GHMC in Mexico, Improve will play a pivotal role in connecting clients and organizations to GHMC’s international network of industry leading professionals. Improve Comunicaciones bolsters GHMC’s already strong presence across the Americas, where it has exclusive partner offices in Argentina, Brazil, Chile, Colombia, the United States and Canada.
About Global Health Marketing & Communications (GHMC) GHMC is the largest and most robust network of independent healthcare agencies worldwide, dedicated to improving outcomes through the delivery of dynamic, health-driven experiences that drive meaningful global change. With more than 700 health-specialist communications professionals spanning more than a dozen disciplines, from patient engagement to advertising to clinical trial recruitment, the agencies that make up the partnership share a belief in insights-driven strategies and a commitment to collaboration. Today, GHMC has capabilities and reach into more than 60 countries. For more information, visit GHMCNetwork.com or follow us on X/Twitter and LinkedIn.
About Improve Comunicaciones We are a consulting firm focused on corporate communication strategies, public relations, creativity, sustainability, and skills training. We partner with our clients in their daily quest to add value, protect and strengthen their brand and company reputation. Our headquarters are based in Mexico, and we have implementation capabilities in all Latin America. For more information, visit www.improvecomunicaciones.com or follow us on Instagram, Twitter and LinkedIn.
This blog post comes to you from Bonnie Levine, MBA, COO and Senior Associate at GHMC’s Canada partner agency, energiPR.
—
The recent decision by Meta to remove all news content from Facebook and Instagram for Canadian users has sent shockwaves through the marketing and communications industry, presenting both challenges and opportunities for businesses and organizations.
The Canadian Online News Act or Bill C-18 mandates that Facebook, Instagram (and even Google!) must compensate Canadian news publishers for using their content on their platforms. In response, Facebook decided to pre-emptively remove all news articles and links from its platforms for Canadian users. While this move was aimed at avoiding potential liabilities, it has also resulted in Canadian users losing access to valuable news content, impacting the spread of information, and the public’s access to reliable sources.
To a certain degree, Bill C-18 might be as drastic a measure as Meta’s removal of news content from Facebook and Instagram and something bound to cause a significant shift in the social media landscape. With millions of Canadian users losing access to news articles, videos, and other content, the information ecosystem is set to undergo a transformation. While Meta claims this decision is a response to the Online News Act, it has sparked concerns over user experience and the credibility of the platform.
For those that rely on social media for marketing and communications, this poses definite challenges. Facebook and Instagram have been valuable channels for reaching and engaging with target audiences. The absence of news content might result in a decline in user engagement, leaving businesses to rethink their content strategies.
Can we anticipate that removing fact-based news, created by reputable journalists will diminish the platform’s credibility? How will this impact Facebook’s ability to deliver reliable content and, indeed how will this impact advertising on the platform? We will have to wait and see.
On the flip side, this new context creates opportunities for businesses to adapt their communication strategies. As users turn to alternative sources for news, there is an opening to focus on creating and sharing bonafide authentic content directly on their platforms. Businesses can differentiate themselves in an increasingly crowded digital space by emphasizing the importance of credible information and building trust with their audiences.
If anything, Bill C-18 should be encouraging us, as communicators to recognize and explore diversifying communication channels. This means looking at other ways to reach key audiences. Social media platforms with a focus on news and information sharing may gain traction as we venture beyond traditional giants like Facebook and Instagram.
The transition is happening as we speak. Facebook is explaining itself and media outlets, including one of our national TV networks are running ads to drive visitors to their live coverage and online news channels. Get the news from the source.
As news evaporates from the social media landscape in Canada, public relations professionals will also need to re-evaluate their media relations strategies. Press releases and news updates that once relied on Facebook and Instagram as primary distribution channels may need to find new avenues to reach the intended audiences promptly. Developing strong relationships with journalists and media outlets will become even more critical to remain visible in a shifting media landscape.
Is this the beginning or the end? The Online News Act’s implementation has been met with both support and skepticism. While our government is trying to level the playing field and support the struggling national news industry, the move has raised concerns from tech giants like Meta. There is a delicate balance to be struck between fostering a free and open internet and ensuring a sustainable and independent press.
The removal of news content from Facebook and Instagram for Canadians is a pivotal moment for the marketing and communications industry in Canada. As professional communicators, we need to be closely monitoring how this decision will play out and adapt our strategies accordingly. Emphasizing credibility, authenticity, and diverse communication channels will be paramount in maintaining effective communication with target audiences.
The Online News Act raises numerous questions, and we should not expect its impact to be limited to social media. There are broader issues to consider that are not outside the realm of possibility such as media regulation and the evolving digital landscape. Tech giants, media outlets, and the government will be challenged to find an intersection that will strike a balance that can support a thriving media industry while preserving the principles of a free and open internet. Going forward the Canadian marketing and communications industry will need to find its footing as an advocate for solutions that can benefit all parties in this dynamic and fast-moving media ecosystem.
We asked our clinical trials recruitment (CTR) teams on both sides of the Atlantic Ocean for the top trends and issues unfolding in this important space.
We asked our partners for their perspectives on healthcare communications trends and opportunities in 2023. Here’s a look at what’s unfolding in Asia Pacific, North America, Europe, and Latin America.
The addition of the Bogotá-based agency brings more than a decade of industry-leading experience in a strategic market possessing a rapidly growing healthcare sector
NEW YORK and BOGOTÁ, COLOMBIA, February 1, 2023. Global Health Marketing & Communications (GHMC), the largest and most robust network of independent healthcare agencies worldwide, today announced the addition of Monodual Libera Ideas, a Colombia-based strategic communications and consulting firm, as its newest member. The partnership strengthens the ties GHMC has established in Latin America, while providing exceptional on-the-ground knowledge and capabilities for healthcare clients.
Since its founding in 2011, Monodual has focused on creating and executing high-impact projects. With its membership in GHMC, Monodual will continue to be a driving force in understanding the ever-changing field of the healthcare industry, while creating insights that translate into strategic results.
“We are thrilled to welcome our new Colombian agency partner, Monodual, to the Global Health Marketing & Communications family,” said GHMC President Tim Goddard. “Monodual’s values, innovative approach and diverse capabilities in the healthcare sector are unmatched in this important Latin American market. We look forward to collaborating with the Monodual team to deliver world-class integrated healthcare solutions to our clients in the region and beyond.”
Colombia is an important strategic market for GHMC and the healthcare industry. The country has the second largest population in South America, and its pharmaceutical sector is expected to continue to experience strong growth of 7% year over year, reaching more than $6 billion by the end of 2026. These factors, combined with a talented workforce, make Colombia a hub for science, technology and innovation.
“Becoming part of GHMC’s partner agencies around the world and having exclusive representation in Colombia is the result of extensive work aligned to the agency’s growth to significantly support the healthcare industry to ensure our clients get the best global experience combined with unparalleled execution,” said Director Juan David Sánchez. “We are excited to be part of a global community of top agencies and will undoubtedly bring our knowledge to the Latin American region and to the entire world.”
Monodual will work hand-in-hand with other leading GHMC agencies in South America, including Paradigma in Argentina, Strategika in Chile and Tino in Brazil, sharing resources to help clients both locally and globally.
About Global Health Marketing & Communications (GHMC)
GHMC is the largest and most robust network of independent healthcare agencies worldwide, dedicated to improving outcomes through the delivery of dynamic, health-driven experiences that drive meaningful global change. With more than 700 health-specialist communications professionals spanning more than a dozen disciplines, from patient engagement to advertising to clinical trial recruitment, the agencies that make up the partnership share a belief in insights-driven strategies and a commitment to collaboration. Today, GHMC has capabilities and reach into more than 60 countries. For more information, visit www.GHMCNetwork.com or follow us on Twitter and LinkedIn.
About Monodual
We are Monodual, a consulting and strategic communications firm that unleashes powerful ideas that contribute to the progress of humanity.
More than 50 collaborators in Colombia. More than 10 sectors and more than 110 brands in 10 years generating trust.
As we toast to the holidays, Global Health Marketing & Communications partners from around the globe share some of their favorite traditional holiday drinks. Try out some of the delicious recipes below!
Singapore
Singapore Sling
The Singapore Sling is a gin-based sling cocktail. This drink was developed sometime before 1915 by bartender Ngiam Tong Boon, who was working at the Long Bar in Raffles Hotel, Singapore. It is a tourist must-try.
Ingredients
2 cups of ice
4 oz. pineapple juice
1.5 oz. of gin
.5 oz of cherry-flavored brandy
.5 oz of lime juice
.5 oz of grenadine
.25 oz of triple sec
.25 oz of Benedictine syrup
1 slice of fresh pineapple
1 maraschino cherry
Directions
Fill a Collins glass with 1 cup ice and place in the freezer.
Combine pineapple juice, gin, cherry-flavored brandy, lime juice, grenadine, triple sec, and Bénédictine in a cocktail shaker. Add 1 cup ice, cover, and shake until chilled. Strain into the prepared Collins glass.
Garnish with pineapple slice and cherry.
Spain
Queimada
There are many myths and mysteries surrounding the ritual of making queimada, the “fire drink” of Galicia, which is thought to have originated in ancient times when Celts established villages and settled in the region of Galicia, though historians dispute if this timeline is possible. Although this drink is made with orujo, a strong liqueur similar to grappa, much of the alcohol is burned off in the flames. This is the perfect specialty drink for an outdoor Halloween or winter party, as it’s traditionally served at family gatherings. It’s also popular on “Witches Night,” also known as St. Jon’s Night, which is celebrated annually on the night of June 23.
Ingredients
1-liter orujo
2/3 cup granulated sugar
1/8 cup fresh lemon peel strips, from 1 medium lemon
Scant 1/4 cup whole coffee beans
Directions
Gather the ingredients.
Place the clay pot or bowl on a fireproof table of atop a cold BBQ grill. Be sure to have a large lid handy to put out the flames.
Pour approximately 4 tablespoons orujo and 1 tablespoon sugar into a small glass and stir to dissolve sugar, then set aside.
Pour the rest of the orujo and remaining sugar into the clay bowl and stir. Add the lemon peel and coffee beans and stir again.
Pour the orujo and sugar mixture from the glass into a ladle and light it on fire. Carefully move the ladle very close to the clay pot until the orujo mixture in the pot catches fire. Stir frequently until the flames turn blue. Slide the lid over the pot to put out the flames. Serve hot.
Enjoy!
Italy
Aperol Spritz
Often described as an Italian sunset in a glass, the Aperol Spritz originated in the city of Padua and has become one of the most famous cocktails from Italy. The Aperol liqueur became a beloved apéritif in Padua and out of its rising popularity the Aperol Spritz was born during the chic 1950s in Northern Italy.
Ingredients
Plenty of ice
Aperol
Prosecco (Italian sparkling wine)
Soda
1 orange to slice
Directions
Fill a large wine glass with ice
Add 3 parts Prosecco (75ml), then 2 parts Aperol (50ml)
Add a dash of soda (25ml) and stir briefly
Garnish with an orange slice
Argentina
Lemon Champ
“Lemon Champ” (either as a dessert or a drink) is present in many Argentine tables during Holidays. Nevertheless, it is not a local creation but just a rename of the ancient Italian drink “Sgroppino”, originated in Venice in the 16th century as digestif. The receipt of the Sgroppino later evolved with new ingredients that differ from our traditional Lemmon Champ. In Italian “Sgroppino” means “little knot” and refers to the characteristic sensation that invades the body after eating a lot.
Simply place the ice cream and the sparkling into a blender and mix until both ingredients are incorporated.
Serve in cool glasses and drink at the moment!
Canada
Maple Whiskey Sour
Of all the Canadian stereotypes – our unwavering love of maple syrup is by far the sweetest. And, if we’re being honest, ‘Canada’ and ‘Maple Syrup’ are basically synonymous at this point! With that in mind – wondering what to do when the Canadians in your life inevitably gift you yet another bottle of Maple Syrup? Try putting it to new use with the Great White North’s very own take on a classic drink. Perfect for the Holiday’s, the Canadian Maple Whiskey Sour is festive, delicious, and easy to make!
Ingredients
2oz. whiskey
1 egg white (optional)
1oz. freshly squeezed lemon juice (or citrus juice of your choosing)
3/4oz. Canadian maple syrup
2-3 shakes Angostura bitters
Ice
Directions
Add whiskey and egg white to a cocktail shaker and vigorously shake for about 20 seconds to froth the egg white
Pour in lemon juice, maple syrup, bitters, and ice
Give it a few more shakes to combine the ingredients and chill the drink.
Strain, serve, and enjoy, Eh!
US
Eggnog
Eggnog is an American classic, first mentioned in writing in Philadelphia in 1796. With its indulgent, almost custardy flavor mixed with warm, seasonal spices, few holiday drinks can compare to eggnog when it comes to taste or tradition. American cookbooks have featured recipes for eggnog with alcohol, sugar, cream, and eggs since 1839, and by the early 19th Century, eggnog had become the traditional drink for Christmas and New Years’ revelers. In fact, its tie to the holidays was immortalized in the Christmas Eggnog Riot of 1826 when eggnog and a prickly argument over a trigonometry problem led to a wholesale brawl at West Point. This (true!) debacle led to court-martials for 20 students, and lesser punishments for 70 more. So please — drink your eggnog responsibly.
Ingredients
6 large egg yolks
1/2 cup granulated sugar
1 cup heavy whipping cream
2 cups milk
1/2 teaspoon ground nutmeg
Pinch of salt
1/4 teaspoon vanilla extract
Ground cinnamon, for topping
If you want to add alcohol to your eggnog, start with ¼ cup brandy, bourbon, rum or whisky added at the same time as the vanilla, or after cooling the eggnog. Add more to taste, if desired.
Directions
Whisk the egg yolks and sugar together in a medium bowl until light and creamy.
In a saucepan over medium-high heat, combine the cream, milk, nutmeg and salt. Stir often until mixture reaches a bare simmer.
Add a big spoonful of the hot milk to the egg mixture, whisking vigorously. Repeat, adding a big spoonful at a time, to temper the eggs.
Once most of the hot milk has been added to the eggs, pour the mixture back into the saucepan on the stove.
Whisk constantly for just a few minutes, until the mixture is just slightly thickened (or until it reaches about 160 degrees F on a thermometer). It will thicken more as it cools.
Remove from heat and stir in the vanilla, and alcohol*, if using.
Pour the eggnog through a fine mesh strainer into a pitcher or other container and cover with plastic wrap.
Refrigerate until chilled. It will thicken as it cools. If you want a thinner, completely smooth consistency, you can add the entire mixture to a blender with 1 or 2 tablespoons of milk and blend until smooth.
Serve with a sprinkle of cinnamon or nutmeg, and fresh whipped cream, if desired.
Colombia
Sabajón
It is a drink based on egg and aguardiente, with a sweet and creamy flavor. The Colombian drink by nature is aguardiente, an alcoholic beverage made from sugar cane. Many people drink it directly, other people, such as mothers, grandmothers, prefer to soften it with this type of recipe.
Ingredients
6 cups of whole milk
1/2 cup of sugar
1 tablespoon of vanilla extract
6 egg yolks
2 tablespoons of corn starch or cornstarch
1 can of condensed milk
Rum to taste
Ground cinnamon.
Directions
Mix 5 cups of milk with the sugar and vanilla in a saucepan
Bring to a boil, lower the heat and wait about 20 minutes while stirring constantly.
Then add the rest of the milk, the egg yolks, the starch and the condensed milk in the blender so that they are well integrated
Cook over low heat stirring frequently until it thickens.
Finally, remove from heat and let cool. Pour into a pitcher to serve.
Chile
Cola de Mono (Monkey Tail)
Translating to “monkey’s tail,” this creamy and smooth libation is rumored to have you “swinging like a money” (hence the name) thanks to a potent dose of heady aguardiente. With a taste and texture similar to a White Russian cocktail, cola de mono is also a great substitute for eggnog lovers, as eggnog isn’t readily available in Chile. Most households have their own unique, stylized recipe which they make for Christmas and New Years, and it pairs nicely with Chile’s quintessential seasonal treat, pan de pascua (fruitcake).
Ingredients
One liter of milk
One cup of Pisco (Chilean/Peruvian spirit 40°)
One cup of sugar
Four cloves
Cinnamon
One spoon of vanilla
One orange rind
Four cups of coffee
Directions
Heat the milk in a pot (mid-fire) for 15-20 minutes, adding sugar, cinnamon, clove, orange
Boil for 3-5 minutes
In a separate cup mix prepare the coffee with the vanilla (ad only half of the cup of milk)
Mix the coffee with the milk. Close the pot and wait until de mix reaches room temperature
When it’s ok, strain the milk
Add the pisco and put it in the fridge
Serve it cold (could add ice) with cinnamon on top
Portugal
Ginjinha
Ginjinha, or simply ginja, is a liqueur obtained from the maceration of the sour cherry fruit, similar to the cherry, very popular in Portugal, especially in Lisbon, Óbidos, Alcobaça and in the Algarve. It is customary to serve it with a tanned fruit at the bottom of the glass, popularly said “with them”, or, when pure, “without them”.
Ingredients
1 kg fresh sour cherries
1 lt good quality brandy
1 kg brown or brown white sugar
4 cinnamon sticks
Directions
Wash the sour cherries well to remove the dust and place them on absorbent paper or a cloth to absorb excess moisture and remove the stems.
Place the sour cherries in the chosen container to store your Ginjinha (opt for a large, wide-mouthed jar). The amount of sour cherry should not exceed 1/3 of the capacity of the container.
In a pan, pour the brandy, cinnamon sticks, sugar and bring to the minimum heat. Stirring constantly, do not let the temperature exceed 35º, the aim is to let the sugar dissolve.
Pour the mixture into the jar over the sour cherries.
Close the bottle tightly and shake the mixture well.
Preferably store in a dark and cool place, and at least once a day, shake the bottle so that the sugar deposited at the bottom dissolves.
When the sugar is completely dissolved (it should take about a week), store the jar in a cool, dark place for about 6 months.
After this period it is ready to consume.
India
Lassi
Lassi is a cool, creamy, frothy, yoghurt-based drink savored all across India. Known to be originating in the lands of Punjab and Multan around 1000 BC, it is referred to as an “Ancient Smoothie”. It looks like a modern milkshake and comes in variations of sweet, salt and is sometimes, cannabis-infused. This fermented food is also a great immunity booster. It’s rich in calcium, vitamin B12 and phosphorus. Having curd during winter days boosts your overall health, though people with respiratory issues should minimise consumption
Ingredients
2 cups Curd – cold and fresh (yoghurt)
1 cup water or milk – cold or at room temperature
4 to 5 tablespoons sugar or add as per taste
1 teaspoon of cardamom powder or 1 tablespoon of rose water
10 to 12 saffron strands
1 to 2 tablespoons chopped nuts – cashews, almonds, pistachios
6 to 8 ice cubes (optional)
Directions
Add curd, water or milk, sugar, cardamom powder, and saffron strands into the blender. Blend until the mixture is smooth and frothy.
Pour the mixture into a glass or a traditional clay cup (known as Kulhad)
Add 2-3 pinches of cardamom powder, saffron strands, and 1-2 tablespoons of chopped nuts and your Lassi is ready to serve!
UK
Mulled Wine
The Brits love a mulled wine during the run-up to Christmas. Mulled wine originated in the 2nd century. It was created by the Romans who would heat wine to defend their bodies against the cold winter. As the Romans conquered much of Europe throughout the next century, their love for mulled wine spread across their empire and the regions they traded with.
Ingredients
750ml bottle red wine – an unoaked tempranillo is ideal
1 large cinnamon stick, or 2 small ones
2 star anise
4 cloves
2 strips lemon zest, pared using a vegetable peeler
4 tbsp caster sugar
1 orange to slice
Directions
Put the red wine, cinnamon, star anise, cloves, lemon zest and sugar in a large pan. Cook on a low heat for 10 mins.
Remove from the heat and cool, leaving to infuse for about 30 mins.
To serve, heat without boiling, stir in the sloe gin and pour into mugs or heatproof glasses, and add slices of orange for decoration.
Privacy & Cookies
This website uses cookies to ensure you get the best experience on our website.
This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
Cookie
Duration
Description
cookielawinfo-checkbox-analytics
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional
11 months
The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy
11 months
The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
