The Affordable Care Act (ACA) provided millions of individuals and families
with access to quality health care when it became law in 2010. Because of
the ACA, people no longer to worry about being denied coverage when they
need care.

Before the law went into effect, the lack of health care coverage within
communities of color was concerning. Most notably, and with the lowest rate
of health care coverage,

33 percent of Hispanic people in the United States did not have access
to affordable health care

“When the ACA was passed, we knew that representation, understanding, and an
ability to connect with other cultures and experiences were going to be key
to our success in sharing information on coverage options,” Koleen Cavanagh,
senior vice president and chief marketing officer for Independence Blue
Cross (Independence), says. “We didn’t want anyone to lack health care
coverage because they were unaware of the opportunities available to them.”

Established partnerships within its

Supplier Diversity Program

allowed Independence to act quickly to engage with diverse audiences to meet
the demand for affordable health care coverage.

“Our commitment to supplier diversity has been fundamental to our ability to
reach those who have been traditionally underserved,” Cavanaugh says. “From
the start, the

Mendoza Group

were a vital part of outreach efforts within Hispanic communities in the
Philadelphia area.”

Connecting the Conversation

“Many organizations experience gaps when it comes to communicating with
Hispanic audiences, which is why I set out to create bridges that could
reach multicultural communities,” says Mia Mendoza, founder and CEO of the
Mendoza Group in Newtown Square, Pennsylvania. “Independence knows how
important diversity is, and that includes the ways it connects with
potential customers. Together, we were able to create strategies that
increased access to care for individuals and families who otherwise may not
have known about the health care coverage Independence offers.”

Independence and the Mendoza group developed a creative action plan that
reflected the interests and culture of the Hispanic community. Then, they
set out into neighborhoods across the five-county region to meet with
individuals and families where the need for health care coverage was

“We sent Spanish-speaking ambassadors into communities, churches,
supermarkets, and bodegas to talk with people about the need for quality
health care coverage,” notes Mendoza. “The

Independence Express

mobile education and retail truck also hit the road along with the outreach
team. This ensured we weren’t just reaching people, but also empowering them
with information.”

In 2021 alone, the Mendoza Group distributed 10,000 door hangers
highlighting affordable health care coverage options to neighborhoods with a
high uninsured rate. In addition to connecting directly within communities,
Independence did outreach through sponsorships, information events with
leading Hispanic media, and professional networking events.

“Our strategy to engage with Hispanic communities in the Greater
Philadelphia region ran deep, and it incorporated cultural elements that
were important to demonstrate an understanding and appreciation of their
experience. We made it clear that we were there to represent them. It was ―
and still is ― important that we take every step we can to connect with as
many people as possible,” Mendoza shares.

Partnership Evolution Creates Access, Awareness, and Engagement

“Eventually, we got to the point where our brand ambassadors went beyond
translating for customers ― they became fully licensed in selling
insurance,” shared Mendoza. “This increased their ability to improve the
lives of an incredible amount of people, while enhancing Independence’s
ability to reach Hispanic audiences and its overall diversity

In 2023, the Mendoza Group is again playing a key role in ensuring that
residents have the health insurance coverage they need by meeting people
where they are. An inspired marketing idea from Mendoza and her team
involving coffee cups is bringing critical enrollment information to the
thousands of Pennsylvania Medicaid recipients who are losing health care
coverage due to the end of the COVID-19 public health emergency.

“Mia and her team have been so creative throughout our outreach efforts.
Working with them has been a tremendous opportunity. Together, we’ve created
vibrant experiences and opened doors to individuals and families who might
not have otherwise known about the health care coverage opportunities that
Independence offers,” Cavanaugh shares.

With an emphasis on representation, Independence’s

Supplier Diversity Program

has played a significant part in increased awareness and engagement across

“Independence’s Supplier Diversity Program provides an invaluable
opportunity for us to meet and collaborate with outstanding diverse
businesses, which in turn allows us to better serve our members and
communities. And in this case, the result of the partnership between
Independence and the Mendoza Group helped increase access to affordable care
in the Philadelphia region. This connection goes beyond traditional
provider-client interaction ― and that’s something we’re proud of,”
Cavanaugh notes.

This article was originally published on IBX

About IBX Insights Team

The IBX Insights Team is here to provide tips on using your health insurance
and living a healthy life.


By admin