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Blue Cross and Blue Shield of Florida Champions Health Care Education and Access for Florida's Hispanic Community

Thursday, December 11, 2008 General News J E 4
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JACKSONVILLE, Fla., Dec. 10 In an unprecedented effort toaddress the health care needs of Florida's large Hispanic community, BCBSF hasdeveloped numerous tools, services, and programs now available in Spanish,including a new state-of-the-art Spanish-language Web site. BCBSF's goal is toprovide the resources necessary to offer an understanding of the U.S. healthcare system and the value of insurance in a culture-specific manner. Inaddition, the development of a culturally-competent health care system throughinternal and external initiatives is paramount to the company.

(Logo: http://www.newscom.com/cgi-bin/prnh/20000427/BLUELOGOA )

"We want to become a trusted partner of the Hispanic community, offeringguidance, education and the appropriate health care products to serve theirspecific needs," said John Kaegi, group vice president of enterprisemarketing. "As Florida's growing population continues to change, we are alsocommitted to expanding cultural competencies system-wide to understand andaddress the varied perspectives and health needs of all communities."

By 2012, it is expected that Hispanics will represent nearly a quarter ofFlorida's population. More than 30 percent of today's Hispanic Floridianslack the health insurance that would give them access to the private healthcare delivery system. Besides affordability, one of the reasons often cited byHispanics for not having health insurance is a poor understanding of how itworks.

Launched Monday, Dec. 8, the new Web site www.FloridaSaludable.com willoffer many unique educational and health care access features. The site, whosename translates to "Healthy Florida," is a culturally relevant Web site,designed especially for the needs and preferences of the Hispanic Community.Spanish-speaking consumers will have the ability to view health and wellnessinformation, U.S. health care system educational content, and community-related information. Users can also search for Spanish-speaking agents via the'Find an Agent' link and Spanish-speaking physicians via the Spanish versionof BCBSF's Online Provider Directory.

Additional resources that BCBSF provides include:

-- Community service outreach programs such as Vida Sana(http://www.vidasanaflorida.com).

-- Tools available in Spanish including MyBlueService, a member planaccess tool.

-- A multilingual contact center to provide translation or interpretationservices during enrollment.

-- 'The Power of the Human Voice' (http://www.thepowerofthehumanvoice.com)campaign, an initiative to engage Floridians in a dialogue about the state ofhealth care, via the Spanish-version Web site.

-- Numerous philanthropic programs and community relationship-buildingefforts.

Blue Cross and Blue Shield of Florida is a leader in Florida's healthindustry. BCBSF and its subsidiaries serve more than 8.8 million people. Since1944, the company has been dedicated to meeting the diverse needs of all thoseit serves by offering an array of choices. BCBSF is a not-for-profit,policyholder-owned, tax-paying mutual company. Headquartered in Jacksonville,Fla., BCBSF is an independent licensee of the Blue Cross and Blue ShieldAssociation, an association of independent Blue Cross and Blue Shieldcompanies. For more information concerning BCBSF, please see its Web site atwww.bcbsfl.com.

SOURCE Blue Cross and Blue Shield of Florida
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