ANA Multicultural Marketing Thought Leadership Forum - March 12, 2015

Thursday, March 12, 2015 9:00am – 2:30pm

NETWORKING BREAKFAST (9:00-9:30AM)
WELCOME AND OPENING REMARKS (9:30-9:45AM)

I. HEALTH CARE ADVERTISING IN A MULTICULTURAL NATION: WHO'S DOING IT WELL? (9:45AM-10:30AM)

In this session, we will kick-off the day with an overview of who the players are in the health care industry and the advertising efforts that go behind marketing to a multicultural nation. Gilbert Davila, Chair, ANA Multicultural Marketing and Diversity Committee and Carlos Santiago, Chair, AHAA Research Committee, will cover campaigns and insights on who is leading the charge.

Carlos Santiago
Chair
AHAA Research Committee
President and Chief Strategist, Santiago Solutions Group

Gilbert Dávila
Chair
ANA Multicultural Marketing and Diversity Committee

COFFEE BREAK (10:30-10:45AM)

II. KAISER PERMANENTE: REACHING THE DIVERSE CUSTOMER (10:45AM-11:30AM)

No organization uses the diversity of its leadership and staff to better connect with its customers than Kaiser Permanente. The model of culturally competent health care, this hospital/insurance-company organization has a decades-long emphasis on diversity and inclusion that stands out, even in this group of progressive companies. In this session, Beatriz Rojas, Senior Director, Multicultural and Events Marketing at Kaiser Permanente will discuss how they reach the diverse customer base by using a total market approach.

Beatriz Rojas
Senior Director, Multicultural and Events Marketing
Kaiser Permanente

COFFEE BREAK (11:30-11:45AM)

III. AETNA: VOICE OF HEALTH (11:45AM - 12:30PM)

Founded in 1853 in Hartford, CT, Aetna has always been committed to providing individuals, employers, health care professionals and others with innovative benefits, products and services. In this session, you will hear about efforts to connect Aetna's brand with the multicultural segment in an authentic and meaningful way. Tito Colon, Senior Director and Head of Multicultural Marketing at Aetna will cover "Aetna Voices of Health." This national program recognizes local agencies that are working in their communities to improve racial and ethnic equality in health care, an area that Aetna has been leading for the past 13 years.

Tito Colon
Senior Director
Head, Multicultural Marketing, Community Relations & Urban Marketing
Aetna

LUNCH (12:30-1:15PM)

IV. THE MULTICULTURAL CONSUMER HEALTH JOURNEY (1:15PM-2:00PM)

As our nation continues to become more diverse, so do our choices in health care. This discussion will focus on integrating the multicultural perspective in a transformative health care world. Hear from Tony Suarez, Director of Marketing and Consumer Experience at Humana about impacting the Hispanic consumer health journey.

Tony Suarez
Director of Marketing and Consumer Experience
Humana

V. GROUP OPEN DISCUSSION (2:00-2:30PM)

We will have a discussion surrounding current trends as well as challenges and issues marketers are facing in the health care industry.