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Multi-Cultural Markets

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Title: Multi-Cultural Markets

1
Multi-Cultural Markets

September 23, 2008

2
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

3
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

4
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

5
Generations of WellnessSMMeeting the needs of
African Americans
6
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
7
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

8
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.

9
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.

10
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

11
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..

12
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

13
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.

14
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.

15
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!

16
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.

17
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

18
UnitedHealthcare Latino Health Solutions

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

19
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

20
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

21
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

22
Hispanic-focused materials and services
Diabetes Prevention Educational Bilingual Flyer
23
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

24
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
25
NEW UHC Spanish Program Flyers
Care 24 Information Flyer
Womens Health Educational Flyer
NurseLine Information Flyer
26
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.

27
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

28
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!

29
www.uhclatino.com