Univision To Launch Health Care Ad Campaign

Looking to address what will be a key group for the new health care laws starting up next year, Univision Communications will be starting an advertising/marketing campaign with two health care companies to target Hispanic-Americans.

The companies, WellPoint and HolaDoctor, will join with Univision in mounting a marketing/awareness campaign -- sponsored television and radio segments, weekly e-newsletters and an online area, to offer information about the new health care laws, including how to select a health plan.

The new marketing effort will come under Univision’s “Salud Es Vida” (Health is Life) effort, an initiative to raise awareness of positive health decision-making among Hispanics.

Univision says a recent study showed that nearly 52% of Hispanics were not informed about the new health care laws and that, 89% will like more information. By one estimate, some 6 million to 9 million currently uninsured U.S. Hispanics will be covered under the Affordable Care Act. Thirty percent of those buying through the health care exchanges will be Hispanic.

“The Affordable Care Act will provide access to care for millions of previously uninsured, including a large number of U.S. Hispanics,” stated Keith Turner, president of advertising sales and marketing for Univision Communications.

Under the partnership, WellPoint’s affiliated health plans in California, Colorado, Georgia and New York will be the exclusive health insurance sponsors of Univision’s Peabody Award-winning initiative “Salud Es Vida” (Health is Life).

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