03 Aug Univision healthcare deal could put Florida Blue at advantage with Hispanics
Some 10 million Hispanics stand to gain health insurance under the Affordable Care Act, and the Spanish-language media network Univision is positioning itself as a direct path to this potentially lucrative market.
WellPoint and other Blues insurers in six states including Florida have signed deals with Univision for undisclosed sums to be the exclusive health insurance sponsor of the network’s Peabody-award winning health initiative, Salud Es Vida, which means Health Is Life.
The deals include a special plan-sponsored Univision website that will be able to connect Hispanics with coverage on the online markets, or exchanges, that will serve individuals beginning in October. But it’s a path that could take a detour around some competitors who are offering plans: Because of a little-known rule proposed by the administration in June, customers will be able to buy their subsidized Obamacare insurance directly from the insurer.