If you don't see images, click here to view
To ensure delivery, please add mark@bisnow.com to your address book, learn how
Story Ideas  Events 
| Forward to a Friend
Real Estate Bisnow
September 17, 2008

Elmer’s Airwaves


Our Spanish language skills are limited (Puedo ir al baño?), but that didn’t make Elmer Huerta’s radio show any less enjoyable. Every day he broadcasts live from his office at Washington Hospital Center from 1 to 3pm. Last week, Cita con el Doctor (An Appointment with the Doctor) reached 14 states and one Bisnow reporter sitting directly behind him.


Elmer left his oncology practice in Peru 19 years ago, discouraged by the number of patients who’d visit only after their cancer had spread. He says they were more concerned with television celebrities than their own health. This inspired him to use the media to proselytize for prevention. If callers are in the DC area, he invites them for a check-up at his Cancer Preventorium in the Hospital Center. There’s proof that people are heeding the message: An informal survey revealed 75% of his patients first heard of him over the radio. A recent partnership with GLR, the world’s largest Spanish language syndicator, will expand his reach into more states, and eventually more countries.


While most of the Spanish dialogue was lost on us, we did pick up on a few cognates: We’re pretty sure we heard Elmer say histerectomías, cáncer, curar, and possibly hamburguesa. Granted, they were spread out of four different conversations, but, Elmer, if you’re working on a cancer cure that involves hamburgers, we hope you’ll invite us back. Even if he has no holistic bovine cure, Elmer has been doing other noteworthy work this year as President of the American Cancer Society, the first Latino to hold that post.


LPN Ana Ward, Ana Bacarreza, and patient navigator Diana Garcia enforce Rule #1 at the Preventorium’s: No Symptoms. Check-ups are only for apparently healthy patients to educate them on ways to decrease their cancer risk. (Rule #2: Don’t hang up the phone just because a pesky photographer enters the room.) For $130, patients receive a risk assessment, physical exam, Pap smear, fecal occult blood test, PSA and instructions on how to self-monitor for signs of trouble. Even though Elmer’s on the radio, there’s no truth to the rumor that patients spending $150 also get an NPR tote bag.

For those who enjoy both studying medicine and watching sports, you’ll love tonight’s Mets/Nats game. The Mets are a textbook on greatness while the Nats are a case study in heartbreak. Send cheers or vitriol to Curtis@Bisnow.com

Congressional Schools of VA
Cardinal Bank
Advertise with Bisnow
CONTACT EDITORIAL                             CONTACT ADVERTISING                              CONTACT GENERAL INFO

This newsletter is a journalistic news source which accepts no payment for featured interviews. It is supported by conventional advertisers clearly identified in the right hand column. You have been selected to receive it either through prior contact or professional association. If you have received it in error, please accept our apologies and unsubscribe at bottom of the newsletter. ? 2008, Bisnow on Business, Inc., 1323 Connecticut Avenue, NW, Washington, DC 20036. All rights reserved.

| Subscribe
| Forward to a Friend
Zegna Adrian Jules Dormeuil email