El Paso, Texas, is a vibrant city where cultures converge. Approximately 80% of its residents identify as Hispanic or Latino and many speak Spanish as their primary language. At the same time, the city faces significant healthcare challenges, including one of the highest uninsured rates in the nation and barriers related to social determinants of health (SDOH).
These unique cultural and healthcare dynamics made El Paso an ideal setting for Oscar's recent "Aprende y Aprovecha" ("Learn and Take Advantage") event. The pilot initiative aimed to help local Oscar members gain a deeper understanding of their new HMO plans, which typically require using a network of designated healthcare providers and obtaining referrals for specialists.
The event empowered members to navigate these requirements and effectively utilize Oscar's digital tools and telehealth services to access care without delays. Access to this knowledge is especially crucial in areas with healthcare barriers, enabling members to manage their healthcare needs and costs more efficiently.
Embracing culturally competent care
Oscar has long believed it is our responsibility to solve significant gaps in healthcare access by addressing the social and cultural factors affecting individual health. To that end, we combine technology with empathy and integrate a culturally competent care approach that respects many values and beliefs.
Oscar has long believed it is our responsibility to solve significant gaps in healthcare access by addressing the social and cultural factors affecting individual health
The El Paso event reflected this approach. For example, one of the event’s sessions focused on helping members understand the different roles of Primary Care Physicians (PCPs), Urgent Care (UC) centers, and Emergency Rooms (ERs). We focused on this topic because data has shown that Hispanics and Latinos are often more likely to use emergency rooms and urgent care as their primary sources of care. Our team wanted to help shift this behavior by educating members on the appropriate use of different healthcare services. Our goal was to encourage more efficient and cost-effective care pathways that better serve both the community and the healthcare system overall.
Supported by artificial intelligence
Technology also played a key role in helping us better serve members.
For example, using an AI analysis tool developed in-house, we identify challenges and questions shared by members who attended the event. For example, we learned that members were struggling with issues such as finding mental health providers, understanding how much care appointments would cost, and understanding the role of PCPs.
We designed workshop content to proactively address these concerns, and incorporated live demos where possible. Overall, this ensured the presentation’s content was relevant and responsive to the specific needs and challenges faced by the members in the room.
Building trust with local communities
In El Paso, where many residents are first or second-generation immigrants, there is often a deep skepticism towards healthcare systems and digital communications. Francisco Trevino, an El Paso-based broker who specializes in the Hispanic community, shared that these feelings are partly due to fears of scams and misinformation.
“In this culture, people are very often asking, ‘who can I trust for my health insurance?’ They’re more skeptical, so it requires an additional layer of trust-building to work with them,” said Francisco, who helped Oscar plan the event and invite members. “In-person connections are very impactful.”
“In this culture, people are very often asking, ‘who can I trust for my health insurance?’ They’re more skeptical, so it requires an additional layer of trust-building to work with them."
These efforts helped create a more engaging and informative experience for attendees. One member said that when she first joined Oscar she had only a basic understanding of where to find doctors or what to do in case of an emergency. After the event, she told our team, she felt a lot more confident.
Another member echoed the sentiment. “I'm not very good with apps, but today I was able to log in and create an account, and it felt easy even though I'm not good at that,” she said. “I thought [the event] was very well organized.”
Bridging gaps in healthcare access and understanding
Oscar’s event in El Paso has the potential to inform other initiatives in communities facing similar healthcare disparities. Here are a few things we learned:
In-person interaction still matters. As a technology-driven health insurer, Oscar believes in the power of digital tools to enhance healthcare access and streamline the patient experience. However, digital engagement has its limits, especially for communities where language barriers, cultural nuances, and digital literacy challenges persist. For many residents, face-to-face communication remains a crucial component in building trust and ensuring that healthcare information is both accessible and comprehensible.
Brokers help build trust.The involvement of brokers and other trusted community figures was crucial in overcoming skepticism and fostering trust. Their ability to connect with attendees on a personal level and provide tailored guidance helped bridge the gap between the healthcare system and the community, highlighting the importance of leveraging local intermediaries in healthcare outreach efforts.
You always have to meet members where they are. Lastly, the event underscored the critical need for healthcare information to be presented in culturally relevant and linguistically appropriate ways. Providing materials and presentations that reflect the language and cultural context of the community significantly improved engagement and understanding among attendees.
Overall, the event was a great success and we are looking forward to developing more creative ways to engage our members and help them better navigate the healthcare system.
