POMPANO BEACH, Fla., May 3, 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 Juan A. 'Chi Chi' Rodriguez, one of the greatest showmen in sports history, with a career that spans four decades and includes 8 PGA Tour wins and 22 Senior Tour victories, to an exclusive worldwide multi-year celebrity endorsement agreement to promote the Company's healthcare products and services.
A photo accompanying this release is available at http://www.primenewswire.com/newsroom/prs/?pkgid=3681
"In completing our agreement with Mr. Rodriguez, we continue to execute our mission to reach the total Latino American market, with special attention to Puerto Rico, where Chi Chi was born and continues to reside," stated COO, Mr. Charles Hansen. "Chi Chi's commitment to good health is obvious when you meet him. Through his actions he has demonstrated his desire to make a difference by encouraging the proper management of diabetes among the senior population."
Commenting on joining MEDirect Latino, Chi Chi stated, "I am looking forward to working with MEDirect Latino in helping the Hispanic community, not only in Puerto Rico and the United States, but worldwide. It is my hope that with their assistance, we can significantly reduce the pain and frustration my fellow Hispanics have in dealing effectively with chronic diseases."
Further stated Mr. Hansen, "Chi Chi, along with Rita Moreno, who we recently announced as one of our corporate spokespersons, are two of the most recognized and trusted talents in the Hispanic culture. Coupling their endorsement of our products, with their passion to effect change within the community, provides us with a powerful platform to brand MEDirect Latino synonymously with good health. Our celebrity endorsement plan, featuring such recognized icons, will also pave our entrance into the general Anglo market."
Mr. Rodriguez became the first Puerto Rican to be inducted into the World Golf Hall of Fame and as spokesperson, he will be featured in MEDirect Latino's marketing and branding plan, including 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.
According to the U.S. Department of Health and Human Services, Administration on Aging the Hispanic older population was 2.2 million in 2004 and is projected to grow to over 15 million by 2050. By 2028, the Hispanic population aged 65 and older is projected to be the largest racial/ethnic minority in this age group.
For Chi Chi's complete biography:
http://www.medirectlatino.org/juanchichirodriguez.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.primenewswire.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.
Photo is also available via AP PhotoExpress.
