Affordable Care Act (Healthcare Reform) and Multicultural Populations cont.

Mar 26, 13 Affordable Care Act (Healthcare Reform) and Multicultural Populations cont.

Posted by in Healthcare

We continue our 12 part blog series on the Affordable Care Act and Multicultural Populations.  Understanding Medicaid – Part 11 By Martha C. Rivera, Director, Strategy and Insights, and Stephanie Puga, Junior Executive Medicaid health care was created in 1965 to guarantee eligible individuals a set of benefits. Medicaid provides health insurance for the lowest income individuals and families; including disabled, elderly, adults and children. These programs are jointly financed through both federal and state governments. Each State determines the type, amount, duration, and scope of services they would like to administer in their Medicaid program. Federal guidelines require each program to cover a minimum of certain mandatory benefits such as hospital and physician services, option benefits including prescription drugs and other diagnostic services are also available if chosen by the State to provide. Individuals of multicultural heritage make up nearly half the total Medicaid beneficiaries; 29% Hispanics and 20% African Americans. It has been estimated that the percent of uninsured individuals of multicultural origin will drop approximately 46% from the current amount by 2016 due to the U.S. Medicaid reform in the Affordable Health Care Act. Look for Part 12 of ourAffordable Care Act and Multicultural Populations in a future blog. Source:...

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Don’t Drink the Kool-Aid: Marketing to the Reality versus the Buzz

By: George L. San Jose, President and CCO I’ve been in the marketing and advertising profession long enough to see the good, the bad and the ugly. I’m well aware of the kid gloves typically used when broaching the topic of multiculturalism in today’s market. Committing to the spirit of new media, where everyone has a voice that deserves to be heard, I write this post from an open, honest heart reflecting my personal voice – independent of the agency. Advertisers who base their budget decisions on marketing to the “same old” might consider catching up to today’s market reality instead of marketing to their own likes and likenesses. There is a “not so new” American consumer and if you haven’t acknowledged them yet, ask the Republican Party why they lost the presidential election. In Mitt Romney’s first interview with the Wall Street Journal since the election he said, “We weren’t effective in taking my message primarily to minority voters — to Hispanic Americans, to African Americans, other minorities.”  Yes, just that straight and simple. Not surprising to anyone attuned to today’s complex markets but very surprising to the advertisers of yesteryear. Let’s put this in perspective. Currently, an estimated 90-95 cents out of every dollar spent by major advertisers is directed towards marketing to the diminishing “same old” (known in the industry as the “general market”). You know who I’m referring to, the same old group of monolingual, monolithic consumers with similar interests, living in the same neighborhoods and consuming the same proliferated media. For brands campaigning to win, here is a simple set of profiles to evaluate your company’s grasp of the market reality: ・ Generalist: Those who do nothing towards multicultural audiences because they do not want to take the risk of allocating scarce resources to the unknown.  As a result, they cling to the safety and predictability of their externally controlled declining market share. ・ Buzz Makers: Those who talk about it, brag about it, and even have multicultural departments in charge of protecting their state secrets but...

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Health Insurance Ethnic Infograph

Mar 12, 13 Health Insurance Ethnic Infograph

Posted by in Healthcare

By Martha C. Rivera, Director, Strategy and Insights Hispanics are one of the most attractive consumer segments for health insurers due to the enactment of the Affordable Care Act. As a vast portion of Hispanic Americans do not have employer-provided health insurance, the Health Insurance Exchanges will be widely used for Hispanic buyers of individual insurance. For the first time, Americans will be massively able to buy health insurance outside of what their employers might offer. Consequently, the relationship between health insurance companies and insurance policy buyers will not be mostly filtered by employers. That will drastically change the current paradigms. Hispanics are one of the segments that will extensively utilize the Health Exchanges. Hence, insurers need to prepare accordingly to respond effectively to the specific needs of this growing population segment. “As the State Exchanges launch approaches, health insurance providers need to realize that a vast segment of their users will come from ethnic groups and some of them will need in-language and culturally relevant communications,” said George L. San Jose, president and chief creative officer of The San Jose Group. “Only the health insurance companies who realize this and prepare accordingly will succeed in a new market where the entire sector hasn’t had prior...

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