ANA Multicultural Marketing Thought Leadership Forum - June, 1, 2016

Kaiser Permanente
3100 Thornton Avenue
3rd Floor Rooms 308-309
Burbank, CA 91504

9:30AM-2:00PM

NETWORKING BREAKFAST (9:30-10:00AM)
WELCOME AND OPENING REMARKS (10:00-10:20AM)

I. KAISER PERMANENTE: CULTURALLY COMPETENT CARE PROMOTION (10:20AM-11:00AM)

Connecting with a culturally diverse audience goes beyond traditional marketing efforts, especially in health care. Kaiser Permanente, the model of culturally competent health care, understands best how to engage their diverse customer base. In this session, Yanping Dong, Director of Multicultural Markets at Kaiser Permanente, will share how to have a "culturally competent" conversation with clients to drive customer satisfaction and ultimately grow the business.

Speaker:
Yanping Dong, Director, Multicultural Markets – Kaiser Permanente

COFFEE BREAK (11:00-11:20AM)

II. HEALTH CARE DISPARITIES AND CONSUMER TRENDS IN THE HISPANIC COMMUNITY (11:20AM-12:00PM)

While health care disparities exist among all ethnic populations, they may affect some ethnic groups more than others. Health care disparities are the result of discrimination, differences in access to quality health care, socioeconomic barriers, and cultural barriers. The Hispanic population, the largest minority group in the United States, is at a great risk for poor health outcomes as a result of poor access to health care. Access to health care within the Hispanic community is encumbered by poverty, lack of insurance, legal status, and racial or minority status. In this session, Tony Suarez, Director of Marketing and Consumer Experience at Humana, will discuss health care disparities and consumer trends in the Hispanic community and how they are using the acculturation model to reach the Total Hispanic. He will share how they are using the model of "Cultural Fluency" to engage consumers in a relevant, effective and efficient manner.

Speaker:
Tony Suarez, Director of Marketing and Consumer Experience – Humana

LUNCH (12:00-12:40PM)

III. APATHY VS. HEALTH CARE (12:40PM-1:20PM)

Health Care apathy has worked against the Multicultural segments’ medical outcomes, their adoption of steady medical care, prevention measures, compliance to manage chronic conditions, and a high value perception of health insurance. Cultural factors like fatalism, fear of disease and death, are strongest among less-acculturated Latinos in particular. This has aggravated engagement in the health care system in many high-density Hispanic communities, such as South Texas. In this session, Carlos Santiago, President of Santiago Solutions Group, will moderate a discussion with Dr. Esteban Lopez, MD and Regional President – Blue Cross Blue Shield of Texas and Carlos Garcia, Director of Demographic Market Segments – Health Care Service Corporation. Hear how cultural competence, personal and digital engagement, among other strategies, have helped turn around this complex and powerful barrier to well-being.

Moderator:
Carlos Santiago, President – Santiago Solutions Group/AHAA Research Chair

Speakers:
Carlos Garcia, Director of Demographic Market Segments – Health Care Service Corporation (Blue Cross Blue Shield of IL, TX, NM, OK, MT)
Dr. Esteban Lopez, Regional President – Blue Cross Blue Shield of Texas

IV. GROUP OPEN DISCUSSION (1:20-2:00PM)

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

Facilitator:
Gilbert Dávila, Chair – ANA Multicultural Marketing and Diversity Committee and President and CEO – Davila Multicultural Insights