Multi-Cultural Markets

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Multi-Cultural Markets

• September 23, 2008

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Why Diversity Initiatives?

• Demographics
• According to the U.S. Census, 40 of the US
  population will be African-American,
  Asian-American or Hispanic by 2030
• Disparities
• Diverse populations (Hispanic/Latino, African
  American/Black, Asian Americans and Native
  Americans) experience disparities in health care
  delivery
• Health and Well-Being
• Multicultural populations experience higher rates
  of many chronic diseases
• Growth
• Small ethnic-owned businesses are growing
  significantly faster than the national rate
  (African-American 4X)
• Large employers require health solutions /
  benefit plans that address increasingly diverse
  employee groups
• Source U.S. Census, Public Information Office,
  May 2006
• U.S. Census Bureau, March 2004

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Opportunity

• Become the trusted source of health care
  coverage for diverse populations
• Superior brand recognition decision-making
  resource
• An organization that cares and provides relevant
  choices that meet their needs
• Become the drivers for changes in health care
  behavior within these communities
• Taking a holistic approach to meeting the needs
  of these populations
• Delivering healthcare solutions in a relevant
  manner
• Developing innovative healthcare solutions to
  meet their specific needs
• Providing the educational, decision making tools
  and resources
• Strategic partnering at the national and local
  levels with public-private entities
• Become the insurer best able to serve all
  employee populations
• Redefine how we conduct business to recognize our
  obligation to all populations, and serve their
  needs profitably

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Key Learning

• States are beginning to require that health
  insurers make provisions to serve those who are
  not English proficient
• CA SB 853 (LAP) HMO service requirement date
  1/1/09, PPO service requirement date 4/1/09
• State watch list includes TX, MD, MA, CT
• Key competitors (Aetna, Kaiser, HealthNet) have
  differentiated themselves in the multicultural
  space, in part by making it a core strategy
• Direct collect race/ethnic language
  information,Testing clinical programs, Service,
  tools, program and organizational infrastructure
• Geographic concentrations among multicultural
  populations will continue to drive our focus
• African-American concentrations exist in the
  Southeast and Atlantic seaboard
• Asian-American concentrations exist in CA, WA,
  TX, IL, metro NY
• Hispanic concentrations exist in the Southwest,
  CA, So. FL, IL and Metro NY
• Must have local market sales partner/advocate for
  a successful multicultural strategy
• Cross-functional needs as well
• Multicultural communities want to do business
  with companies that are part of the fabric of the
  community, not just those who come in with a sale
  pitch
• Investment and visibility in the community are
  required

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Generations of WellnessSMMeeting the needs of
African Americans
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Racial Disparities in Healthcare

• African Americans are 40 more likely to die from
  heart disease than Whites in spite of a heart
  disease rate that is 21.3 lower than Whites.
• The prevalence of diabetes in African Americans
  20 years of age and older is 70.8 higher than
  Whites.
• African Americans are 30 more likely to die from
  all types of cancer than Whites.
• African Americans have significantly higher
  infant mortality rates compared to all other
  racial and ethnic groups.
• Dr. David Satcher, former U.S. Surgeon General,
  wrote in Health Affairs that 84,000 African
  Americans die needlessly each year due to
  healthcare disparities

"The future health of the nation will be
determined to a large extent by how effectively
we work with communities to reduce and eliminate
health disparities between non-minority and
minority populations experiencing
disproportionate burdens of disease, disability,
and premature death." Guiding Principle for
Improving Minority Health
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Evidence-Based Ethnicity Program
In response to the many health disparities
affecting African Americans, UnitedHealthcare has
created an evidence-based initiative that offers
many health solutions.

• Introduced Customized Communication Resources
• Wellness materials specifically tailored for
  African Americans
• Expanded outreach to incorporate additional
  clinical expertise
• Association of Minority Health Professionals
  (AMHPS)
• Association of Black Cardiologists (ABC)
• National Medical Association (NMA)
• Strengthened Community Connections
• United Health Foundation Diversity Scholars -
  African American Program
• UHG funding for medical education grants to care
  for the underserved
• UHG funding of primary care centers in
  underserved communities
• UHG wellness support of Black Business Chambers
  of Commerce

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Generations of WellnessSM

• Who We Are
• Generations of WellnessSM (GOW) is designed to
  support UnitedHealthcares African American
  members in their journey to good health. By
  emphasizing awareness and education, and by
  promoting new attitudes toward healthy living,
  were bringing a greater level of parity to the
  quality of health care and health coverage for
  African Americans.
• Mission
• To improve the health care outcomes of African
  Americans in the communities we serve by
  providing culturally sensitive health education,
  health improvement opportunities and access to
  quality health care services.

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Working with Various Segments

• Generations of WellnessSM is reaching African
  Americans in different segments of the community.
• Public Sector
• Working with large municipalities, school
  districts, counties, and cities to offer
  culturally-relevant health offerings to
  employees.
• Business Community
• Providing an array of affordable health plan
  options for small business owners and employees,
  as well as members of business chambers and
  councils.
• Civic and Faith-based organizations
• Working with community leaders to share
  information with members and parishioners about
  improving health outcomes.
• Historically Black Colleges and Universities
  (HBCUs)
• Collaborating with key specialists to create new
  approaches to the health and well-being of the
  faculty and staff of HBCUs.

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Reaching the African American Community
Generations of Wellness uses several mediums to
reach African Americans with important health
messaging and information.

• Quarterly Wellness Mailings (print and/or email)
  to UnitedHealthcare members
• National Advertising Campaign
• Black Enterprise, Minority Business Entrepreneur,
  Savoy Professional, Network Journal, Black Health
• Local dailies and weeklies
• Eblasts and Web Banners
• Reaching African American small business owners
  and HR Directors
• Direct Mail and Outbound Calling Campaigns
• Reaching African American small business owners

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Reaching the African American Community
Generations of Wellness uses several mediums to
reach African Americans with important health
messaging and information.

• Community Health and Wellness Fairs
• National Black Womens Conference, American
  Diabetes Expo, etc.
• Professional African American Conferences
• Congressional Black Caucus, National Medical
  Association, National Black MBA, etc.
• Black Business Expos and Minority Business
  Council events
• Joint Wellness Initiatives
• Peace of Heart Campaign with Community Health
  Centers, American Heart Association, National
  Medical Association and RainbowPUSH
• Pan Hellenic and Faith-based Events
• Alpha Phi Alpha Fraternity, Inc. national
  conference, MegaFest, etc..

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Disease Management Programs

• UnitedHealthcare has created solutions to help
  improve health disparities among our members. We
  believe that targeted effective communication
  will drive earlier identification, treatment and
  outcomes for the top five diseases that
  disproportionately impact African-Americans
• Heart Disease
• Stroke
• Cancer
• Diabetes
• Asthma

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Cultural Health Literacy Offerings - Print
Generations of Wellness is included in every
UnitedHealthcare plan at no additional premium.
It offers African American members enhanced
health information and tools that speak
specifically to their cultural needs.

• Health Tip Sheets Tip sheets on health
  concerns that disproportionately affect African
  Americans, such as blood pressure, cholesterol,
  diabetes, and obesity.
• Lifestyle Programs Healthy lifestyle programs
  developed in collaboration with national health
  organizations, including the American Heart
  Association, the American Stroke Association, and
  American Diabetes Association.
• Family Health History Tree An easy-to-use
  family health history tool designed to help
  document and track potential hereditary
  conditions.

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Cultural Health Literacy Offerings - Online
Generations of Wellness online resources include

• Comprehensive Web site www.uhcgenerations.com
  is available to UnitedHealthcare members and the
  public.
• Online Wellness Center Includes exercise
  suggestions and healthy recipes.
• Online Cultural Health Coach An online program
  that includes health recommendations based upon
  ethnicity, age and gender.
• African American Physician Directory A
  collaboration with the National Medical
  Association to help members and consumers locate
  African American doctors across the country.

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Comprehensive Web Site

• Generations of WellnessSM is available online at
  www.uhcgenerations.com
• The site includes
• African American Physician Directory
• Healthcare Glossary
• Healthy Recipes
• News Releases
• Downloadable Health Flyers
• Free Quote Info
• and much more!

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Health Literacy Offerings For Employers
Generations of WellnessSM is dedicated to meeting
the health needs of employers and our members by
providing additional tools and resources.

• Educational Health Seminars Health seminars
  are available on topics ranging from finding
  affordable health insurance to helping reduce
  health costs for employers.
• Ongoing Community-based Campaigns Includes
  health fairs and seminars for employers and their
  employees.

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HBCU Program Scholarship Partners

• Historically Black Colleges and Universities
  (HBCU) Program
• UnitedHealthcare has collaborated with key
  specialists from Black medical schools to create
  dynamic new approaches to the health and
  well-being of employees at Historically Black
  Colleges and Universities and the surrounding
  communities.
• Meharry Medical College
• Morehouse School of Medicine
• Kentucky State University
• United Health Foundation Diverse Scholars -
  African American Program
• This scholarship program provides 5,000
  scholarships to high school and college students
  pursuing careers in the health field by working
  with community partners. Partnering organizations
  include
• Congressional Black Caucus
• The Tavis Smiley Foundation
• The Tom Joyner Foundation
• The Magic Johnson Foundation
• United Negro College Fund (UNCF)
• RainbowPUSH

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UnitedHealthcare Latino Health Solutions

• Jaime G. González, MSSW, MSHA
• National Business Development Manager
• September 23, 2008

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Latino Health Solutions Mission and Vision

• Mission
• Transform the corporation to develop a strong,
  sustainable business within the Latino community,
  with a loyal and expanding client base.
• Vision
• UHC will be recognized as the premiere national
  health care option for Latinos and for employers
  with a large Latino labor force.
• UHC will favorably impact and reduce health
  disparities in the Latino community in the U.S.
• Strategies
• LHS will continue to make many of UHCs products,
  materials, programs and services more easily
  accessible and usable
• Supporting our members who are bilingual
  (English-Spanish) or who prefer to receive
  materials and communicate in Spanish when dealing
  with issues of personal and family health, and
  health insurance.
• Assisting employers that have a large Hispanic
  workforce to better manage the health of their
  employees
• LHS will continue to provide bilingual materials,
  training and consultative sales support to sales
  and account management teams in selected markets
  across the nation
• LHS will develop new Latino-focused products and
  marketing approaches in priority markets

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Core-package of LHS Resources

• Bilingual Fotonovela
• Bilingual website www.uhclatino.com
• Bilingual health flyers
• Bilingual audiovisual modules
• Your Health Care Options
• Broker and employer materials
• Booths and Pop-up banners
• Bilingual health improvement programs

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Support for Members
Educational Health Insurance Information

• Enrollment information in Spanish
• Printed material on health-related topics in
  Spanish
• Doctor information on our website at
  www.uhclatino.com

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Hispanic-focused materials and services
Diabetes Prevention Educational Bilingual Flyer
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Educational Fotonovelas
Health Education MaterialsFotonovela

• Award-winning educational brochure
• Easy-to-understand health topics
• Developed following American Heart Association
  nutritional guidelines
• Friendly format
• Focuses on prevention
• Guides reader to take action
• Provides helpful tips on health-related issues

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NEW UHC Spanish Program Flyers
How to Find a Physician Educational Flyer
Live Well Booklet An overview of UHCs Health
and Wellness Programs and Services
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NEW UHC Spanish Program Flyers
Care 24 Information Flyer
Womens Health Educational Flyer
NurseLine Information Flyer
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What is PlanBienSM

• Overview
• A suite of popular health plans enhanced with
  bilingual materials and services to better serve
  Spanish-speaking employees, their dependents and
  their employers.
• A suite of products that has been selected from
  among the most popular plans being purchased by
  small businesses and growing mid-sized companies
• Business owners who want to better serve the
  health care needs of their Hispanic employees can
  take advantage of UnitedHealthcare PlanBienSM and
  automatically receive bilingual materials,
  customer service, and health education and
  information tools at no additional cost
• Access to physician offices that indicate they
  have Spanish-speaking doctors and/or staff.

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What is PlanBienSM
Where is it available?

• A Multi-State Strategy in highly-Hispanic Regions
  of the US
• UnitedHealthcare PlanBienSM offers
  market-specific health care coverage plans in
  Texas, Florida California.
• Texas
• Austin
• Dallas-Fort Worth
• Houston
• San Antonio
• Florida
• Miami - Dade
• Palm Beach
• Broward
• California
• Orange
• Los Angeles
• San Diego
• Riverside
• San Bernardino

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What is PlanBienSM

• Portfolio of products
• Existing UHC and PHS products with a large
  selection of Spanish-language/bilingual
  capabilities and culturally-relevant materials
• Plan Materials
• Enrollment forms
• Benefit summaries
• Dedicated Customer Service with toll-free number
• Bilingual health education fliers, tools and
  resources for employers and members
• Bilingual websites
• You now have all the tools necessary to sell to
  companies with a high-Hispanic or
  Spanish-preference workforce!

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www.uhclatino.com

• Bilingual site featuring
• Health information
• Lifestyle and Habits
• Health Education Tools
• Provider Search
• News
• Scholarship info
• Awards
• Community Outreach

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www.mentesana-cuerposano.com

• Spanish Language Website Featuring
• Mental Health information
• Lifestyle and Habits
• Health Education Tools
• Information for Parents/Families
• Care for Seniors
• Information on Substance Abuse and Treatment
• Current News
• Frequently Asked Questions
• Mental/Behavioral Health Articles written by
  Hispanic Mental Health Clinicians

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VALUE PROPOSITION Bilingual Materials to Wrap
Around Plan Offerings

• Marketing Materials
• Broker Kit, to include Member and Health
  Education Materials
• Member Materials
• Enrollment forms
• Benefit Summaries
• Directory of Spanish-speaking Providers (selected
  areas)
• Health Education Materials
• Health Tip Sheets
• Health Stories/Fotonovelas
• Bilingual Websites
• UHC Health Information Website www.uhclatino.com
• Brokers/Benefit Administrators
  www.uhctoday.com/latino/
• Behavioral www.mentesana-cuerposano.com

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A Su Servicio

• Jaime G. González, MSSW, MSHA, LMSW
• National Business Development Manager
• UnitedHealthcare Latino Health Solutions
• 5800 Granite Parkway, Suite 900
• Plano, TX 75024
• Email jaime_g_gonzalez_at_uhc.com
• Office 469-633-8891 Mobile [phone]
• Fax [phone]

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Gracias!
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Asian American Markets
William Yu

• Sept 23, 2008