06/30/2008
Consejeros Latinos program is reaching out to the Latino community
Regence launched its Consejeros Latinos (Latino Concierge) program last December in an effort to engage and educate the Latino community about health care coverage. We believe that building relationships in the Latino community is essential. To that end, we are using bi-cultural and bilingual liaisons who deliver support and assistance to those who may feel uncomfortable navigating the current health care system alone due to language and cultural barriers.
As half of Spanish-dominant Latinos say they have had a problem communicating with health care providers, many are looking for a familiar face and voice in the health care industry—one that they can trust, relate to and be open with concerning sensitive health care issues. We want the Consejeros Latinos to be the first point of contact for Latino members. The Consejero model is paving the way to effectively reach and communicate with the Latino population, acting as a guide and mentor and creating long-lasting relationships.
The Consejeros Latinos take calls from Spanish-speaking members who would have otherwise been routed to a third party translator, providing direct and culturally competent communication with the member. They strive to provide insight and feedback on a specific topic or health care issue rather than just a direct translation. Consejeros can answer any question a Spanish-speaking member may have about his or her health care needs; they also know whom to contact within Regence for benefit-specific issues, initiating a three-way conference call to any department within Regence.
Materials in Spanish are available for groups at open enrollment, including a member magnet with the Consejeros Latinos number on it, Regence DVD's explaining the importance of health insurance in Spanish and sales kits in both English and Spanish.
Taking the initiative to be a part of the community is defining Regence as the clear choice among Latinos. In fact, at the recent Blue Cross and Blue Shield Association Marketing Conference, Regence received two "Best of Blue" Awards for its educational campaigns and tools that reach out to Latino members in their own language and culture. The awards include "Best in Show" for the Consumer category.
If you have questions or would like to obtain the Consejeros materials described above, please talk to your Regence Sales contact.
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