oregon’s outreach strategies reaching communities of color oliver j. vera, mba community partner...
TRANSCRIPT
Oregon’s Outreach Strategies Reaching Communities of Color
Oliver J. Vera, MBA
Community Partner and Outreach Program Manager
Oregon Health Authority
January 19, 2015
We will cover
• The Program• Materials in Spanish• Promotion and Marketing• Immigration Law – Public Charge and Eligibility Based
on Citizenship Status• The System Does Not Meet the Need
2
The Program
Our Mission:
“Train and empower diverse Community Partners to help Oregonians of all backgrounds to access public and private
health coverage”
3
Our Team
Oregon Health Authority• 8 Regional Outreach Coordinators, 1 Provider Campaign
Coordinator, 1 Community Engagement Coordinator
Assistors and Network of Community Partners• Over 230 contracted partner organizations statewide
– Network of over 730 certified Application Assistors
4
Understanding our Community Partners
Organizations include:• Health care providers (clinics, hospitals, medical groups)• Community-based nonprofit programs• Public health departments• School districts & educational programs• County jails• Statewide organizations
6
Looking further for Partners
• Mexican and Guatemalan Consulates– Consulado Movil, Bi-National Health Week, Secretaria de Salud
de Mexico(Secretariat of Health of Mexico)
• Minority Business Associations– Somali American Council of Oregon
• Small Businesses– Panaderias, tienditas, fabric stores
7
Regional Collaborative Meetings
• What:
• County-level meetings
• Regional Outreach Coordinators share system and policy updates, foster networking and collaboration and troubleshoot issues
• When: Monthly
• Where: Each of Oregon’s 36 counties (26 locations)
• Who: Community Partners, Agents, DHS, and other stakeholders
8
Population-Specific Collaboratives
Requested by partners
Networking opportunity
Ability to discuss what is working and explore challenges– Latino Collaborative (webinar, statewide)– Inmate Transition Collaborative (webinar; statewide)– LGBTQ Collaborative (webinar; statewide)– Tribal Collaborative (webinar, statewide)
9
• Identify official leaders, community leaders, and unofficial leaders
• Never assume anything• Get involved - Become part of the community• Start and guide the conversation• If you don’t know, ask! It will prevent misunderstandings
10
Understanding Our Communities
Understanding Our Communities
• Always follow up• Be open, empathetic, respectful, mindful, sincere,
genuine, flexible, etc.• Share your own culture or experience• Allow time for change to take place• Listen, listen, and listen
11
Promotion and Marketing – Take Risks
• Soccer Tournament– Over 10,000 in attendance over a 3 day period. 6,500 unique
contacts
• Create value and sell it– Earned media – Media Firm
• Treat it like a business– Make it personal
12
Latino Campaign
• Market Saturation • Lara Media Services
– Latino owned – Founded by Victoria Lara in 2000. Register as a double minority owner and disadvantage business
– The most prestigious, awarded, and recognized Latino Media Firm in the Northwest
• Access to television, radio, newspapers, and social media; all based on our relationship and trust
13
Latino Campaign - Television
14
• Univision (several occasions throughout the year)• Reach out to 400,000 households
• Local community TV station• Reach out to ~10,000 households
Latino Campaign - Radio
• Radio Spots - several interviews or informational segments yearly– La Gran D 610 AM (Southern Oregon)– La Campeona 880 AM– La Pantera 940 AM– La Bronca 1240 AM (Central Oregon)– La Gran D 1520 AM– El Rey 93.1 FM– La Zeta 94.3– Radio Movimiento 95.9 FM (Targets farmworkers)
Audience 30,000-120,000
15
Creating Materials• Translate all materials - including websites
– Linguistically and culturally appropriate – not Google translate etc.
• No need to translate– Ensure materials are culturally appropriate– Meet specific population’s needs
• Produce relevant materials to address needs/concerns• Establish a translating and/or reviewing process
– Involve community partners, stakeholders, and clients in reviewing process and listen to their feedback. It builds trust.
– It is highly recommended for reviewers to be fluent or native speakers
• Maximize resources and your opportunity– Produce bilingual materials (English – any other language)
16
Immigration Law – Public Charge
• Public Charge
…IS A TERM USED by U.S. immigration officials to refer to a person who is considered primarily dependent on the government for subsistence, as demonstrated by either receipt of public cash assistance for income maintenance or institutionalization for long-term care at government expense. Where this consideration applies, an immigrant who is found to be "likely . . . to become a public charge" may be denied admission to the U.S. or lawful permanent resident status.
24
The System Does Not Meet the Community Need
• All Oregonians can apply and access for Health Care– Not true. Not all Oregonians can apply and access Health Care
• No Google translator or similar tools
• Challenges with HealthCare.gov and CuidadodeSalud.gov – I.D. Proofing (limited or not credit history)– Mixed status families– Unaccompanied Youth– New immigrants
29
The System Does Not Meet the Community Need
30
• Directed assistors and applicants to OregonHealthCare.gov– To complete the
fillable PDF – Paper application
The Impact of Our Program
• Our community partners were successful in reaching out to hard to reach populations
• Our program was exceptionally successful in reaching out to the Latino community and other minorities
• Brought the Oregon uninsured rate down to 5%• Community organizations built trust in the community • Served the often overlooked populations
31
The Bottom Line
“We are committed to our Community Partners and clients. Our outreach strategies build coalitions, establish trust, and empower communities. As a result we develop a stronger and healthier Oregon.”
32
Contact Information
Oliver J. Vera, MBA
Manager Community Partner
and Outreach Program
Office of Client and Community Services
Medical Assistance Programs
Oregon Health Authority
503.269.0526
33