GuideWell Multicultural Insights Report Spotlights Varying Consumer Viewpoints and Perceptions on Health Care Experiences

GuideWell, a leading not-for-profit, policyholder-owned health solutions organization that owns Blue Cross Blue Shield health plans Florida Blue and Triple-S in Puerto Rico, released its Multicultural Insights Report today, highlighting varied perceptions, preferences and challenges that individuals from various cultural and ethnic backgrounds experience when accessing health care.

To better understand the needs, interests, and sentiments of people from a variety of cultures and communities, the company conducted qualitative and quantitative research with more than 1,600 individuals in Florida who self-identified their backgrounds and communities. Leveraging findings from multicultural populations across Florida, the insights support the delivery of more personalized health care. 

Highlights from the report include:

• People who took the survey identifying as Black / African American report significantly better health insurance experiences than other ethnicities, and desire to engage more with aspects of whole person well-being such as spiritual health.
• Compared to those from other ethnicities, individuals participating and identifying as Asian / Pacific Islanders are significantly more likely to exercise regularly and use technology for basic health tracking. At the same time, they say they are significantly less satisfied with all aspects of their health, including six related factors such as spiritual, social, financial, mental, physical, and emotional well-being.
• Among people surveyed with various Hispanic identities: 
  • Participants identifying as Venezuelans indicated they are significantly more trusting of their doctors than respondents from other Hispanic groups. 
  • Those identifying as Cuban noted they are significantly more likely than those from other Hispanic identities to turn to doctors for health and wellness information. 
  • Respondents who identify as Puerto Ricans noted they are significantly less likely than respondents from other Hispanic groups to trust doctors.

“Understanding a community's unique needs and cultural challenges is the first step in reducing health disparities and creating a more insightful and personalized health care system,” said Juan Chaluja, senior vice president of Commercial Markets at GuideWell and Florida Blue. “We must meet consumers where they are which includes leaning into their beliefs, preferences, and pain points to best address real and existing concerns. We are using the Multicultural Insights Report, other consumer feedback, as well as deep local insights and connections to better serve our customers. We’re sharing this data in hopes that other organizations will take action to better service diverse individuals and communities.”

Perspectives across communities and backgrounds have driven innovation in personalized care navigation and member support experiences across the organization. 

• As a leader in health care, GuideWell’s years of insights – including studies on multicultural engagement and health literacy – have informed recommendations for targeted health education programs which have increased insurance plan enrollment and understanding across communities having a diversity of backgrounds and experiences. 
• Florida Blue has relationships with neighborhood primary care doctors who speak the same language and know the cultures of their patients, allowing for better communication and more personalized care. 
• The company also introduced a local discount programs featuring neighborhood businesses offering products and services which resonate with members who identify as Hispanic, with expansion underway for other ethnic groups.

According to this recent study, most respondents say they have access to the information they need to manage their health and are proactive about it, but lack of time and money prevent them from being more satisfied with their health. To help bridge this gap, Florida Blue implemented solutions such as “Contigo” (With You), a member experience designed for those identifying as Hispanic and Puerto Rican. Among other benefits, it provides culturally relevant tools such as in-language provider search functionality that allows members to quickly find a doctor who speaks their language. 

GuideWell’s Multicultural Insights Report underscores the company’s ongoing commitment to delivering a positive health experience for its members, driving awareness about personalizing and simplifying health care, and driving collaboration that improves the health of all individuals. Working with various partners, GuideWell and Florida Blue aim to advance positive changes and foster a healthier future for its members and the communities it serves.

### 

About GuideWell 
GuideWell comprises Florida’s Blue Cross Blue Shield plan, Florida Blue, which is the leading health insurer in Florida; Triple-S Management, Puerto Rico’s Blue Cross Blue Shield plan and a leading health care services company on the island; GuideWell Health, a portfolio of clinical delivery organizations; PopHealthCare and its value-based national medical group Emcara Health; GuideWell Source, which provides administrative services to federal health care programs; and WebTPA, a market leading administrator of self-funded employer health plans. The company holds majority or significant interests in a range of health solutions companies including Lucet, a behavioral health care company that provides technology-enabled support to payers, providers, and health plan members. Through a joint venture with Keralty, a multinational health business group with more than 40 years of global experience, GuideWell is expanding care delivery across Florida through more than 50 Sanitas direct care delivery locations.

GuideWell serves 38.5 million people across 50 states, Puerto Rico, and the U.S. Virgin Islands, including more than 6 million individuals in Florida. 

For additional information visit www.GuideWell.com. For the latest news and content, visit the GuideWell Newsroom, and follow GuideWell on Facebook, LinkedIn, and Instagram @LifeAtGuideWell; and X (formerly Twitter) @_GuideWell.