Dr. Aliza Lifshitz, co-founder of health communication company Vida y Salud Media Group — which has operated across television, digital media, and social networks for the past five years — passed away on Nov. 5, 2022 at 71, following a 7-year battle with cancer.

Commonly known as “Doctora Aliza,” Lifshitz had dedicated her career towards promoting healthy living among the Hispanic community in the U.S., with her influence also felt across Latin America.

Lifshitz worked for Univision for over 20 years as their health expert, participating in programs like “TV Mujer,” “Noticias y Más,” “Al Mediodía,” “Hola América,” and “Primer Impacto.”

In addition, she was spokesperson for Univision's “Salud Es Vida ¡Entérate!” initiative, which was awarded with the 2004 Peabody Award for its work in providing Latinos across the U.S. vital health information in a year long campaign.

Her other work included hosting “El Consultorio de la Dra. Aliza” for Univision Radio and Radio Unica. She also wrote monthly columns for newspapers, such as People en Español, Ser Padres and ImpreMedia.

Her bilingual advice book for Hispanic mothers, “Healthy Mom, Healthy Baby,” has been published with three editions.

Born in Mexico City, Lifshitz graduated from Universidad Nacional Autónoma de México, specializing in internal medicine at Tulane University and clinical pharmacology at the Ochsner Medical Foundation.

She completed her postgraduate work in endocrinology at the University of California.

Her medical career includes being the four-time president of the California Hispanic-American Medical Association, additionally serving on the board of directors for National Confederation of Hispanic Medical Associations (NCHMA).

She has served on the federal level as a member with the Clinical Laboratory Improvement Advisory Committee for the Centers for Disease Control and Prevention (CDC), and with the Medical Licensing Task Force for the Council on Graduate Medical Education at the Department of Health and Human Services.

Across her career she has received numerous awards and honors, such as when Hispanic Business named her as one of their top 100 Hispanic Influentials.

She has been a recipient of the Latino Spirit Award from the Latino Legislative Caucus, the Champions of Health Award from the National Medical Fellowships, a three-time recipient of the Dr. C. Everett Koop Media Award from the American Heart Association, four-time recipient of the Hispanic Media 100 Award, and chosen by the American Medical Association to launch their consumer information campaign on medical ethics.

Lifshitz is survived by her husband, Carl J. Kravetz, her sister Viviana Lombrozo, her nephew Eric Lombrozo, her nieces Cayenne Barnum and Tania Lombrozo, and her great-nieces Orli and Anica Griffiths Lombrozo.