Statement of Problem

• The majority of Chinese-speaking seniors are first-generation immigrants with language and cultural barriers. These barriers have prevented them from accessing health care and social services benefits that could improve their quality of life.
• UnitedHealthcare's analyses of membership disenrollment revealed:
• At least 50% of disenrollees are dual eligible. The challenge is likely compounded by the community's misunderstanding that dual eligible beneficiaries do not need to join a Medicare Advantage plan.

Goals and Rationale

• Launch an innovative outreach program to assist seniors with social services benefits
• Increase enrollment and decrease disenrollment of dual eligible beneficiaries
• Offer accessibility and services beyond traditional healthcare

Intervention and Implementation

• Established two in-language walk-in centers in New York City, giving seniors better access to health care and social services.
• Further study showed, as high as 63% if members fall within 100% to 150% of the federal poverty level. Consequently we held a large scale kickoff of the Medicare Savings Program (MSP), which helps members in this population save on Medicare Part B medical premiums.
• Expanded program to offer hotline and application assistance to 16 social benefit programs helping seniors with much needed financial assistance benefits
• Arranged appropriate home care services, meals-on-wheels and transportation which allow frail elderly to remain in the community.
• Developed a variety of in-language educational materials, for example, Medicare Savings Program (MSP) brochure, Elderly Pharmaceutical Insurance Coverage (EPIC) brochure and a comprehensive Social Services Directory, etc...
• Provided regular educational seminars in senior centers, community centers, health fairs, and through major Chinese newspapers and radio stations.

Sustainability and Transferability

In the spring of 2008, we began expanding the Medicare Savings Program in the Korean Medicare business segment, which has been facing similar retention and acquisition challenges. After gathering feedback from the Korean frontline staff and business leaders, we were convinced that this program could benefit Korean seniors.

Through advertising and invitations mailed to more than 500 Korean Medicare members, nearly 200 people attended a March 7 seminar. We gained a more in-depth understanding of Korean seniors' needs for social services and financial assistance. More joint events with major Korean media have been planned for the coming months.

In Conclusion

Asian Initiatives' In-Language Member and Public Outreach Program is consistent with UnitedHealthcare's interest in and attention to culturally and linguistically appropriate services that address disparities in accessing health care services and transcends traditional health care boundaries. It is a community-focused business model believing in everything we do is "from the community, in the community, for the community."