Empire BlueCross BlueShield, Univision and HolaDoctor Partner to Inform Hispanics About The Affordable Care Act
Empire to Sponsor Multimedia Initiative “Salud Es Vida”
Campaign Will Provide First-Time Buyers with Up-to-Date Information
June 27, 2013 – New York, NY – As the nation prepares to expand access to health benefits through the implementation of the Affordable Care Act (ACA), Empire BlueCross BlueShield, HolaDoctor, Inc., and Univision Communications Inc., the leading media company serving Hispanic America, announced today a media partnership that will provide valuable information to Hispanics who will be eligible for coverage in the newly formed health insurance exchanges later this fall. Under the partnership, Empire will be the exclusive health insurance sponsor in New York of Univision’s Peabody Award-winning initiative “Salud Es Vida” (Health is Life).
Univision, HolaDoctor and Empire have teamed to provide Hispanics a multimedia experience that provides important up-to-date information about the ACA including timing of implementation, how to select a health plan and information about subsidies that may be available to them. In addition to sponsored television and radio segments and weekly e-newsletters, consumers will have access to information through monthly community town halls and meetings. Univision, HolaDoctor and Empire will also collaborate to create a new online experience, a Health Insurance Center on Univision.com
that will provide consumers with information about health insurance available in their communities as well as valuable information about health and wellness. The interactive Health Insurance Center will provide Hispanic consumers a place for information exchange and social support, and will feature trusted community leaders that will share information and guidance.
While more individuals will have access to health care coverage options created under the ACA, the changes under the ACA still leave Americans with questions about how the law will impact them and, for the nation’s Hispanics – many who may be selecting a plan for the very first time, the gaps in knowledge are equally as prevalent. A recent nationwide study found that nearly 52 percent of Hispanics were not informed about the ACA however, 89 percent of those surveyed indicated they want to learn more about the new law.
“We know that Univision has been a trusted source of information for generations of Hispanic families and we’re excited to team with an organization that shares our vision to ensure Hispanic consumers have a place to access accurate information about the Affordable Care Act,” said Brian Griffin, president and CEO of Empire BlueCross BlueShield. “We look forward to the opportunity to work with Univision and HolaDoctor to provide consumers with valuable information that will help Hispanic consumers make an informed choice.”
“The Affordable Care Act will provide access to care for millions of previously uninsured, including a large number of U.S. Hispanics,” Keith Turner, president, Advertising Sales and Marketing, Univision Communications Inc. “We are looking forward to working with Empire BlueCross BlueShield and HolaDoctor to empower Hispanics with culturally relevant information on the ACA and information on the importance of health insurance.”
“Salud Es Vida” is a comprehensive call-to-action initiative designed to raise awareness, increase knowledge and encourage positive health decision-making among Hispanics. The program leverages Univision’s diverse media assets to educate its audience on health issues and promote primary prevention, habits of healthy living, access to care and disease specific prevention and treatment. Health information, comprehensive resources, the latest health news and much more are available in the “Salud Es Vida
” section on Univision.com, online and on mobile.