Kaiser Permanente To Expand Spanish-Language Advertising Campaign
Oakland-based HMO Kaiser Permanente this month is scheduled to launch Spanish-language television advertisements for individual health insurance policies in Sacramento and Fresno following the success of similar commercials that aired in November in Los Angeles, the Contra Costa Times reports. Kaiser later this year will launch the campaign in the Bay Area. The expanded Spanish-language advertising campaign is part of the HMO's strategy to increase its market share by 2% a year in California, where Latinos represent a "large untapped market" for Kaiser because many work in service sectors or small businesses that do not offer health benefits, according to the Times. Kaiser officials said the ads emphasize the HMO's quality of care and preventive care programs and portray Spanish-speaking doctors and families "in situations that may be more familiar to Latinos," the Times reports. "We always want as many people as possible to be aware of and have access to the Kaiser quality of care," Kaiser spokesperson Rick Malaspina said, adding, "This advertising is a way to inform Spanish-speaking people of their options." In May, Blue Cross will begin a Spanish-language advertising campaign in Southern California, and PacifiCare plans to expand its Spanish-language television campaign that began last year for its employer-based health insurance and Medicare Advantage plans (Silber, Contra Costa Times, 4/7).This is part of the California Healthline Daily Edition, a summary of health policy coverage from major news organizations. Sign up for an email subscription.