Health Plans Target Hispanic, Latino Communities Via the Internet

As the number of Spanish speakers in the U.S. continues to climb, many health insurers are adjusting their Web sites to better reach the Hispanic and Latino populations. And at least one health plan says it provides targeted information on its Spanish-language site, in an effort to focus on health issues more common in this population.

The number of people speaking Spanish at home in the U.S. has increased from 30.5 million in 2004 to 34.0 million in 2006, according to U.S. Census Bureau data. And health insurers are taking note of the increase.

Blue Cross of California (BCC), a WellPoint, Inc. subsidiary, says it offers a portal called Nuestro Bien that provides information designed specifically for Hispanics and Latinos. Information on the site addresses health issues that affect the Latino and Hispanic communities to a greater extent than other groups, including such conditions as diabetes, hypertension and childhood obesity, says Sherry Jansen, individual product innovation director at WellPoint.”*

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