POMPANO BEACH, Fla., April 24, 2007 (PRIME NEWSWIRE) -- 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 signing of Rita Moreno, one of the few, and very first, entertainers to win an Oscar, an Emmy, a Tony, and Grammy throughout her long career, to an exclusive worldwide multi-year celebrity endorsement and corporate spokesperson agreement to promote the Company's healthcare-related products and services.
A photo accompanying this release is available at http://www.primenewswire.com/newsroom/prs/?pkgid=3639
"We are extremely honored to have Ms. Moreno join our team. Her endorsement of MEDirect Latino products and services represents the completion of a major milestone that was identified when Mr. Talarico and I founded the Company five years ago," stated President/CEO, Debra L. Towsley. "Ms. Moreno's international appeal bridges all Spanish-speaking cultures acting as an external cue that will enable consumers to differentiate our product lines from present and future competitors in the marketplace. Additionally, the credibility factor of Ms. Moreno will greatly influence the acceptance of our brand among consumers."
"Diabetes is not specific; nor does it target only one sub-culture. The lack of access to quality healthcare not only affects Puerto Rican and Mexican-Americans but also Cuban, Central and South American Latinos," stated Ms. Towsley. "With Ms. Moreno's commitment, MEDirect Latino will to continue to homogenize the message in our fight against diabetes, which crosses all Hispanic cultures, with a message of quality access to healthcare for our community."
The Company's national marketing and branding plan, featuring Ms. Moreno, includes a network television advertising campaign, radio and print programs and healthcare vignettes with key advertising partners to create awareness among the Latino and general market, targeting Medicare beneficiaries. Ms. Moreno will also collaborate with the Company on a line of targeted products for the Hispanic community for diagnostic testing supplies and medical devices. This campaign will include products for the Company's branded and co-branded lines of Durable Medical Equipment (DME) and Home Medical Equipment (HME).
The Company will bid its line of branded products featuring Ms. Moreno into Medicare's Competitive Acquisition Program (CAP) for both the Hispanic and Anglo markets.
For Ms. Moreno's complete biography: http://www.medirectlatino.org/ritamoreno.htm
About MEDirect Latino:
MEDirect Latino (Pink Sheets:MLTO) (www.medirectlatino.org) is the first national provider of direct-to-consumer Medicare reimbursed medical products focused exclusively on chronic diseases afflicting the Hispanic community. MEDirect Latino is rapidly growing and uniquely positioned to service the Hispanic community in the United States and Puerto Rico. MEDirect is the only company currently positioned to serve the U.S. Hispanic healthcare market as a direct-to-consumer Medicare provider on an authentically national level. Type II diabetes was targeted because of its unique status within the Medicare reimbursement regime and due to its high degree of correlation to other chronic conditions such as high blood pressure and heart disease. These and other conditions represent considerable future market potential, MEDirect will scale its model by leveraging its existing client base and infrastructure in introducing new products and services to existing customers as they are identified.
The MEDirect Latino Inc. logo is available at http://www.primezone.com/newsroom/prs/?pkgid=1873
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.
The photo is also available via AP PhotoExpress.
