All posts in “HealthyFuturos”

Lagging Latino Affordable Care Act Enrollment. (Pt 3 of 3)

heart 1 300x400How to fix it.

The country’s largest effort to enroll Americans in health insurance has just ended, and more than 10 million uninsured enrolled through federal and state health insurance marketplaces (including Medicaid).  Although the final enrollment numbers are not available, planning for the next open enrollment season begins now.

As this planning begins at both the federal and state health insurance marketplaces, special focus should be given to the enrollment efforts in the Latino uninsured community.  What are the lessons learned in the 2013-2014 open enrollment that need to be applied to fixing the approach to the Latino uninsured population.  Here below are some initial thoughts to consider:

  • Consumer Engagement.  Beyond the basic demographics, the 2014-2015 ACA open enrollment strategy should become more consumer-centric by conducting a complete analysis of the buying behaviors of the Latino uninsured community as they elected to enroll, or not, through the marketplaces.
  • Targeted Outreach.  With better understanding of Latino consumers,  revitalize a marketing strategy that includes relevant messages, distribution channels, and meaningful events.  Now is the time to buy media space (bus stops, train stations, radio time, etc.) and establish partnerships with trusted organizations (businesses, churches, clinics, etc.)  in geographically representative neighborhoods.
  • Diverse Leadership.  Reconsider federal and state health insurance marketplace boards and management teams to include experts from the following:  a) the health insurance industry, who have created and executed open enrollment strategies, b) retail industry, who understand consumer buying behavior, especially in a “shopping season” environment, c) Latino marketing experts, who understand the cultural nuances of the various subsegments within this community, and d) community-based organizations, who work with “hard to reach” communities such as the Latino uninsured populations.

Finally, we are entering a critical rebuilding phase with its many challenges,  Most important among those challenges is improving the consumer experience, which should contribute to increased enrollment in the marketplaces.



Lagging Latino ACA Enrollment (Pt 2 of 3)

heart 2 300x400What went wrong.

Much to the dismay of many decision-makers, Latino enrollment in the Affordable Care Act (ACA) has not gone exactly as planned.  The elusive Latino uninsured consumer has been unconvinced and, in many cases, fearful of the enrollment process.  When the enrollment of the critical Latino uninsured population, which tends to be younger and healthier, does not meet the projected numbers, then a review is necessary if those numbers are to improve in 2015. Continue Reading…

Lagging Latino ACA Enrollment (Pt 1 of 3)

heart3 300x400Why does it matter.

Much is being written about the lagging Latino enrollment in the Affordable Care Act (ACA).  Articles from coast to coast present various viewpoints and opinions about this poor showing along with suggestions on how to increase the final enrollment numbers.  As there is little time left to sign people up, the federal and state marketplaces are revising their outreach efforts with the hope that the final enrollment numbers will include a higher percentage of the Latino uninsureds. Continue Reading…