PLANTATION, Fla., Jan. 5, 2006 (PRIMEZONE) -- MEDirect Latino Inc. (Pink Sheets:MLTO) (www.medirectlatino.org), the first national provider of direct-to-consumer Medicare reimbursed medical products focused exclusively on chronic diseases afflicting the Hispanic community, today announced the expansion of the Company's media with prime time broadcast of its 60 second television commercial spot on the Telemundo Broadcast Network.
MEDirect Latino's 2006 Media Budget positions the Company as a top 100 Hispanic television advertiser for the calendar year. The Company's comprehensive media plan includes television, radio, cable, billboards and print and is strategically designed to expand the reach and presence in the Hispanic marketplace, as well as brand MEDirect Latino as the premier healthcare provider for the Hispanic community to fulfill their healthcare needs.
Mr. Charles W. Hansen III, COO/CMO, in describing the 2006 media campaign for the Company stated, "The addition of prime time to our daypart mix starting tonight on the Telemundo Network will compliment our existing media plan and significantly increase the reach of our message to our targeted customer. Our advertising campaign has generated proven results and produced new customers in every state of the continental United States and Puerto Rico. The traction our media plan has created is building our brand in the Hispanic community everyday, and our employee's attention to our customers' needs is developing a large and loyal customer base."
The Company will announce its December operating results in a press release immediately after the close of the market on January 9, 2006.
ABOUT MEDIRECT LATINO:
MEDirect Latino (Pink Sheets:MLTO) (www.medirectlatino.org) is a rapidly growing, uniquely positioned provider of direct-to-consumer Medicare reimbursed medical products focused exclusively on chronic diseases afflicting the Hispanic community in the United States and Puerto Rico. MEDirect is the only company positioned to serve the U.S. Hispanic healthcare market as a direct-to-consumer Medicare provider on an authentically national level. The Company's current focus is the distribution of products for the treatment of Type II diabetes specifically because of its disproportionate impact and increasing diagnosis rate within the US Hispanic population, noting an incidence of 120% higher than among non-Hispanic whites. Type II diabetes was also targeted because of its unique status within the Medicare reimbursement regime and because of its high degree of correlation to other chronic conditions such as high blood pressure and heart disease. These other conditions represent considerable future market potential that will allow MEDirect to efficiently scale its model by leveraging its existing client base and infrastructure.
The current Hispanic market for MEDirect's products is conservatively estimated at approximately $748MM in the continental United States. The size of the opportunity is understated by such figures as an estimated 1.2 million of the over 4.1 million Hispanics in the United States over 65 eligible to receive Medicare benefits are currently collecting these benefits with an estimate that over 1.4 million of those Medicare-eligible Hispanics have diabetes (implying a potential continental U.S. market for MEDirect products of approximately $1 billion).
Safe Harbor Disclosure:
This press release includes "forward-looking statements" within the meaning of the federal securities laws, commonly identified by such terms as "believes," "looking ahead," "anticipates," "estimates" and other terms with similar meaning. Although the Company believes that the assumptions upon which its forward-looking statements are based are reasonable, it can give no assurance that these assumptions will prove to be correct. Important factors that could cause actual results to differ materially from the Company's projections and expectations are disclosed in the Company's filings with the Securities and Exchange Commission. All forward-looking statements in this press release are expressly qualified by such cautionary statements and by reference to the underlying assumptions.
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