Healthcare Marketing under Trump: Karen Ignagni, President and CEO at EmblemHealth Evaluates the Situation

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Health plan providers are among the organizations that will be most impacted by president-elect Trump's new administration. In addition, healthcare marketing under the ACA (Affordable Care Act), is to a large extent Multicultural and Hispanic marketing. Portada interviewed Karen Ignagni, President and CEO at EmblemHealth, to understand how one of the U.S. largest nonprofit health plan providers evaluates the new situation.

EmblemHealth, with  Karen Ignagni at the helm, is one of the nation's largest nonprofit health plans. It is headquartered in Lower Manhattan, New York City. It is a $10 billion company with 3.1 million members. A substantial part of its members are Hispanics living in New York State. This is what Karen Ignagni, President and CEO at EmblemHealth has to say about how healthcare marketing may evolve under the Trump administration.

Portada: What future do you see for the ACA in the new Trump presidency?

Karen Ignagni, President and CEO at EmblemHealth: "What we have seen from discussions over the past weeks is that health policy will likely be at the center of the new administration’s agenda. While it’s still too early to discuss the specific changes that may take place with the ACA, we are prepared to work with thought leaders on both sides of the aisle to ensure that millions of Americans continue to have access to quality, affordable healthcare. EmblemHealth has a long history of serving the community with its physician group partner, Advantage Care Physicians. We will bring this unique perspective to the discussions ahead."

Portada: How does EmblemHealth evaluate the experience of working under the ACA?

K.I.: "Clearly, the ACA has made it possible for millions of people to have access to coverage for the first time. As a non-profit health plan serving millions in the tri-state area, our mission at EmblemHealth has been to make healthcare accessible to all of our neighbors. At the end of Open Enrollment last year, almost half a million New Yorkers either selected coverage, or re-enrolled in their current coverage. The number of uninsured is decreasing in New York, just like we’re seeing across the rest of the country. We are continuing to develop new and innovative products that appeal to a wide range of consumers. Whether young, old, healthy, or sick, we want to demonstrate our commitment to providing care that meets the needs of all of our members."

Clearly, the ACA has made it possible for millions of people to have access to coverage for the first time.

Portada: What feasible alternative to ACA do you envision?

K.I.:  "It’s difficult to formulate an alternative without knowing more about where the new administration wants to go. What we do know is that President-elect Trump has already signaled a readiness to keep portions of the law that are popular across the country, including protecting those with pre-conditions as well as children of a certain age who are still living with their parents. As the new administration’s health policy proposals develop, our job as a health plan is to offer thoughts about what needs to be done to ensure they work."

What we do know is that President-elect Trump has already signaled a readiness to keep portions of the law that are popular across the country.

Portada: How do you see health insurance marketing towards the Hispanic population evolving?

K.I.:"Our responsibility at EmblemHealth is to ensure that individuals and families in the tri-state area have quality healthcare they can afford, regardless of their race, gender, age, or the neighborhood they come from. That means we need to meet people where they are, using the mechanisms – phones, mail and online communications – that they prefer. There is a growing emphasis on culturally appropriate communication and a focus on personalizing communications."

CHECK OUT: Trumped? How the Election Could Impact Multicultural Marketing


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