Multicultural Marketing: What Makes Your Company an Employer of Choice

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Multicultural Marketing What Makes Your Company
an Employer of Choice?
Visael (Bobby) Rodriguez Cultural Competence and
Diversity Director, BCBSFL
Betsy Silva Hernandez Chief Diversity Officer and

Vice President, BCBSMA
Kim Drumgo Chief Diversity Official, BCBSNC
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Facts The Challenge

• Acquisition and Retention
• Demographic Trends
• Universal Healthcare
• Health Care Expenses
• Language Barriers
• War for Talent
• Global Competition

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• Focus
• Company, Role, and Assignment

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Blue Cross Blue Shield of North Carolina
Our Mission To deliver quality innovative product
s, services, and information to help our
customers improve their health.

• Company Facts
• Independent not for profit organization
• Serving NC for 73 years
• Largest health insurer in the state, serving more
  than 3.4 million members
  
• 31.1 membership growth from 2000-2005
• Offering life, dental, long-term care and
  disability insurance products.
  
• 4,300 employees in locations throughout NC

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Role of the Diversity Office

• Diversity Office
• Plan, implement, and report on diversity
  strategic initiatives
  
• Chief corporate spokesperson on diversity

• Diversity Council
• Advise the Diversity Office on the direction of
  the enterprise diversity strategy

• Support the diversity business case
• Serve as cultural change agents
• Serve as diversity champions
• Guide and support the enterprise strategic
  direction for diversity

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Blue Cross and Blue Shield of Florida

• Founded in 1944
• Headquarter in Jacksonville, FL
• Independent not-for-profit organization
• The largest health plan in Florida, with 30
  market share
  
• Serve approximately 4.1 million members
• 8,500 employees throughout locations in Florida

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Floridas Demographics

• Largest market for seniors
• 3rd Largest Jewish market
• 3rd Largest Hispanic market
• 5th Largest African American market
• 9th Largest Asian American market
• 10th Largest American Indian market
• Home to 2/3 of Haitians who live in the U.S.
• Miami ranks 3rd for GLBT market, and Orlando
  ranks 10th

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Blue Cross Blue Shield of Massachusetts
Proprietary Confidential

• Founded in 1937
• Independent not-for-profit
• organization
• Largest health plan in
• New England, with over
• 37 market share
• Rated one of the five
• best health plans in the
• nation (National
• Committee for Quality
• Assurance)
• Employs over 4,000
• associates

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Role of the Corporate Diversity Center of
Expertise
Lead strategies that leverage diversity for
business growth and competitive advantage
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Focus Employer of Choice and Diversity
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Our View on Diversity
Diversity Vision
One culture, all-inclusive, where diversity
contributes to the success of our company and the
continued health of our community.
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Our Understanding of Diversity
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Strategic Direction
Growth
Service
Infrastructure
Education Programs
Regulatory/ Public Policy/Community Relations
Workforce Internal and Business Partners
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Operational Structure Cultural Competence and
Diversity Systems
Diversity Organization
Business Organization
Local Presence
Diversity Leadership Council
Sales
Marketing
Service
CCDS
Global Diversity Council
Delivery System
IT
Legal
Employee Network Groups (4)
Diversity Business Councils (16)
Community Involvement
HR
Finance
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Corporate Diversity Framework
Corporate Promise Put Our Members Health First
Quality of Care And Business Opportunities
Corporate Social Responsibility
Improve quality and access to healthcare for our
members,while achieving differentiation in the
marketplace.

Serve as stewards that continually improve the
quality of life for the communities in which we
live and work.
People and Culture
Build a workforce that advances the multicultural
needs of our business and fosters a culture that
respects and leverages everyones best
capabilities.
Corporate Diversity Aspiration To Be a
Culturally Competent Healthcare Partner
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Our Priorities
Understand our increasingly diverse markets and
act upon potential growth opportunities

Develop/implement a culturally competent approach
to our business
Continue to attract, retain, and develop the
talent that will help advance our business goals
Incorporate diversity strategy into community
outreach and involvement
Identify key performance measures and implement
a process to monitor progress
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Roles Supporting BCBSMA Diversity and Inclusion
Initiative
Work Groups
Multicultural Marketing Steering Committee (Juli
ette Mayers)
People and Culture (Projected 3Q07)
Cultural Competency (Betsy Silva Hernandez)
Community Outreach (Projected 3Q07)
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Focus Performance Measures
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Recognition
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Contact Information
Betsy Silva Hernandez Chief Diversity Officer and
Vice President Blue Cross Blue Shield of Massach
usetts 401 Park Drive MS 01/08 Boston, MA 02215
Phone [phone] Email betsy.silvahernand
ez_at_bcbsma.com

• Kim Drumgo
• Chief Diversity Official
• Blue Cross and Blue Shield of North Carolina
• 5901 Chapel Hill Rd.
• Durham, NC 27707
• Phone [phone]
• Email kim.drumgo_at_bcbsnc.com
• Visael (Bobby) Rodriguez
• Director, Office of Cultural Competence and
• Diversity Systems
• BlueCross BlueShield of Florida
• 4800 Deerwood Campus Parkway - DCC 3-4
• Jacksonville, FL  32246
• Phone [phone]
• Email bobby.rodriguez_at_bcbsfl.com