Consumer-Centric, Culturally-Responsive Approach
ULG developed the ULG Navigator program, a first-ever collaborative effort with CMS to break down language and cultural barriers, guide populations eligible for Medicare and Medicaid through the enrollment process, and improve care access and outcomes.
Comprised of a team of certified and trained bilingual, bicultural navigators with high Spanish and English proficiency, the program provided in-person and complementary telephone services to bilingual and LEP consumers, mostly comprised of Hispanic and Latino populations. The program included 4 key focus areas:
Strategy & Planning
ULG worked together with CMS to determine the program focus and set goals which included enrollments, referrals, benefit utilization, and interactions. ULG then outlined a detailed work plan and timeline for all initiatives Culturally Diverse Communities including:
As a multi-year program, ULG also prioritized training and investing in ongoing efforts to evaluate, assess, and support ever-changing cultural, industry, and economic needs.
Target Market Identification
After conducting a population health data analysis, ULG identified the metropolitan Charlotte and Raleigh, North Carolina areas where a high density of bilingual and LEP consumers, including a significant migrant worker population, were located. With a lack of linguistically and culturally‑competent services, these populations historically faced barriers to accessing health insurance and high-quality care.
Supporting Health Literacy
Bilingual Spanish-English navigators as well as multilingual support in 200 preferred languages from on-site and call center interpreters provided education, guidance, and support to improve health literacy.
- Explained how health insurance works and key terminology.
- Provided information about how to enroll in the ACA Marketplace plans and
assistance with the application.
- Offered access to healthcare and social resources, including a coordinated
referral network partner.
- Provided information about medical billing and payments.
- Conducted educational workshops to promote Marketplace awareness and
improve healthcare literacy.
- Helped community members find a providers.
Outreach and Engagement
Strategic partnerships with local organizations enabled ULG to establish and maintain brand awareness, forge trusted relationships in the community, and reach and engage with the target populations.
Partnered with community-based organizations including FQHCs, county
health departments, arts and cultural centers, large health systems, faith-based
organizations and clinics, statewide organizations, the Latin American Coalition,
and Hispanic media organizations.
- Hosted and attended regular local culturally relevant and enrollment events.
- Conducted outreach to potential partners and local business owners.
- Maintained a consistent presence at partner locations and provided translated
resource materials, addressed inquiries, and scheduled appointments for
- Launched culturally-relevant, in language marketing efforts and local advertising
using multi-channel approaches.