Emerging America: Engaging Hispanics in the U.S. Healthcare System

How is the U.S. healthcare industry currently approaching the Hispanic opportunity? How are healthcare organizations strategizing, preparing and adjusting to population shifts in their service areas? In this survey, conducted in June 2015, healthcare executives across the country answered those questions and more to provide insight into how today's industry is addressing an important consumer group in healthcare.
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How are healthcare organizations addressing both the challenges and rewards of engaging Hispanic consumers in their markets? Six experienced executives representing different parts of the healthcare industry gathered in Los Angeles to discuss the results of new research, and establish a conversation that helps organizations put their best foot forward.
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Chief Executive of Providence Health Network, Providence Health & Services, Southern California

Mr. Gil is the Chief Executive of Providence Health Network for Providence Health Systems Southern California. Providence is a $12 Billion integrated healthcare system that operates in five States.

He has also served as President and Chief Executive Officer of Facey Medical Foundation, a non-profit medical foundation that manages Facey Medical Group, a 200 physician medical group with 200,000 patients, 100,000 of which are prepaid enrolled members.

Bill is an experienced health care executive. His background includes senior executive positions at Pacific Physician Services, the first publicly traded PPM and served as CEO of a start-up Management Services Organization (“MSO”) of 16 hospitals in Florida. He also served as CEO of CareFirst, an HMO based in Los Angeles. He has over 30 years' experience in senior management in the medical group industry.

Bill holds an MBA from Pepperdine University. He has written several published articles on health care, especially on managed care. He has been a featured speaker at numerous professional conferences, addressing managed care and managing capitation, pharmacy risk, mergers and acquisitions, contracting, physician governance and compensation, and the changes in today's environment. Mr. Gil also teaches at the University of Southern California (“USC”), in their Master's Program.

Interim Vice President of Communications & Marketing, Martin Luther King Jr. Community Hospital, Los Angeles

Beatriz was previously Director of Multicultural Strategy for Johnson & Johnson Health Care, Inc. creating the first Multicultural Center of Excellence for Janssen Pharmaceuticals' $24B US brand portfolio. She led multicultural strategy for 5 therapeutic areas -- diabetes, HCV, cancer, HIV/AIDS and mental health. Additionally, she directly supported multicultural patient strategies for key payer customers, creating new J&J customer value. Her work in finding new ways to diversify Janssen's US clinical trials will ultimately influence better outcomes for diverse patients.

For nearly 20 years prior to joining J&J, Beatriz founded and ran HispanAmérica as a full-service advertising agency, partnered with Omnicom Group agencies to provide marketing strategy in US Hispanic and Latin American markets. Under her direction, HispanAmérica generated new revenues for clients in pharma and health care, financial services, retailing, gaming and entertainment. Clients included Anthem Blue Cross and Blue Shield, Pfizer, Genentech, Novo Nordisk, McNeil Nutritionals division of J&J, NY Lottery, BellSouth, Exxon Mobil, Foxwoods Resort Casino, Unilever, Kaiser Permanente.

Beatriz proudly serves on the boards of the National Hispanic Health Foundation (NHHF) and the Alzheimer's Association Greater PA Chapter (AAGPC). A successful Hispanic and African-American entrepreneur, Beatriz has shared her expertise through seminars and speaking engagements in the US, Latin America and Asia. Beatriz uses her visibility as a role model to influence minority high school and university students to build futures in marketing and STEM. She is certified yoga teacher and a dog therapy volunteer in hospitals and hospices.

President, National Forum for Latino Health Executives

David Luna is Principal Consultant for Teammates for Health Equity, a full-service consulting practice providing Health Equity strategies and solutions to healthcare organizations. Previously, Mr. Luna was the executive in charge of Health Equity at Mercy Health Saint Mary's (a member of CHE Trinity Health) in Grand Rapids, Michigan. In this role, he led Saint Mary's initiatives addressing health/healthcare disparities, with a special focus on policy strategies targeting the social determinants of health. He was a member of the Saint Mary's Senior Leadership Team and reported directly to the CEO. Prior to Saint Mary's, Mr. Luna was head of diversity for Thomson (now Thomson Reuters) and for Unicom (now Exelon).

Mr. Luna is Co-Chair of the Great Lakes Regional Health Equity Council (HHS Region V), President of the board of Partners for a Racism-Free Community (PRFC), and the former Vice President of South End Community Ministries (SECOM, an organization that addresses issues of food security).

Mr. Luna holds a Graduate Certificate in Ethnic and Rural Health Disparities from the Department of Public Health, Brody School of Medicine, at East Carolina University. He also is a graduate of the Disparities Leadership Program (Disparities Solution Center, Massachusetts General Hospital), the Public Health curriculum of the Public Health Institute, Shaping Policy for Health (Directors of Health Promotion and Education), the Executive Program of the American College of Healthcare Executives (ACHE), and the Advanced Leadership Program in Healthcare Mission and Ministry (Aquinas Institute and Trinity Health). Mr. Luna earned an MBA from the University of Illinois at Chicago and a JD from the University of Chicago.

Chief Medical Officer, North Highland

Ricardo Martinez, MD, FACEP is the Chief Medical Officer of North Highland Worldwide Consulting, a global consulting company. A recognized healthcare innovator, he provides thought leadership, strategic advisory, program design, and front line implementation activities across North Highland's four main healthcare transformations – digital, clinical, financial and organizational. He has served in senior roles in academics, federal government and business including faculty at both Emory and Stanford University Schools of Medicine; President of Division East and EVP of Medical Affairs for the Schumacher Group, an emergency medicine practice management company, serving over 170 hospitals in 22 states with over 3000 providers and 3 million patients; and as the federal Administrator of the National Highway Traffic Safety Administration (NHTSA), 1994-1999, in Washington, DC.

Dr. Martinez leads the physician engagement efforts of North Highland, with a special focus on the digital transformation of clinical information and clinical practice, building data-driven patient-centered teams, and deploying enabling technologies that improve care and patient safety, cut cost and eliminate waste. Board-certified and residency-trained in emergency medicine at LSU-Charity Hospital at New Orleans, Dr. Martinez currently is Assistant Professor of Emergency Medicine at Emory University School of Medicine and practices clinically at Grady Memorial Hospital in Atlanta, Georgia, a Level I trauma center.

He has been honored with national awards by the American Medical Association, the American College of Emergency Physicians, the American Trauma Society, and the National Association of EMS Physicians. He first described and published the “Martinez Phenomenon” in the New England of Journal in 1991. Since 1988, Dr. Martinez has been the senior medical advisor to the National Football League for Super Bowl. He resides in Atlanta, Georgia with his wife, Robin, and two children.

Chief Medical Officer, MDLIVE

Board certified in Pediatrics and Pediatric Emergency Medicine, Dr. Mulligan is the Chief Medical Officer of MDLIVE, the nation's leading provider of telehealth software and services. As CMO she oversees and directs the implementation and oversight of the clinical care to MDLIVE patients as well as the supervision and expansion of MDLIVE's physician network. Prior leadership positions in health care, government and technology sectors include that of Pediatric Services Medical Director for nation's 4th largest safety net hospital system and Co-President/CMO to Sitio Saludable, Inc. a national multi-disciplinary media startup company formed to provide broadcast and digital content to promote and support positive health behavior change among the U.S. Hispanic population.

Dr. Mulligan is a tri-lingual, practicing physician, leading healthcare advocate, and award recipient of the pre-eminent International Health & Medical Media FREDDIE Award. She has extensive media experience in front and behind the camera, is listed in IMDB for her contribution to Award Winning Indie Film “Tio Papi”. An AAP and ACEP spokesperson she is featured on a broad media spectrum of radio, television, magazine, online and print newspapers. Dr. Mulligan is well published with over 75 peer review publications in her field. She is an omnipresent global lecturer who has received numerous health policy, community service, scientific, educational and professional society awards.

Dr. Deborah Mulligan received her Bachelor of Science degree from the University of San Francisco, Medical Doctorate from the University of California Los Angeles and completed pediatric emergency medicine training at Montefiore Medical Center/Albert Einstein College of Medicine. She is founder and Director of the Nova Southeastern University Institute for Child Health Policy she reports directly to the Chancellor. The Institute is a resource for health systems, policymakers, professional organizations, foundations and academic centers serving as a venue to nurture community-based advocacy and research as well as advising about disruptive technologies and business models that accelerate transformation and constrain health expenditures.

Board Member, BayCare Medical Group

Jose R. Santana Jr. MD, MPH, FACP, is a board certified internal medicine physician practicing in Clearwater, FL since 1999. Dr. Santana completed his undergraduate studies at Cornell University and the University of London, Queen Mary College. He went on to graduate from Stanford University School of Medicine (MD) and subsequently Harvard University School of Public Health (MPH). He completed Internal Medicine at Yale New Haven Hospital and then served as Chief Medical Resident at a Yale University Internal Medicine program. Dr. Santana also completed the Commonwealth Fund Harvard University Fellowship in Underserved Populations in 1999. As a Commonwealth Fellow Dr. Santana became a national spokesperson for the National Highway Traffic Safety Administration's “America Buckles Up Children” campaign, focusing on the Hispanic community.

Dr. Santana is a former Board member for the National Hispanic Medical Association (NHMA) and received the NHMA Leadership Award in 2003 and in 2006. Prior to that he was a founding member of the National Network of Latin American Medical Students. He has directly provided healthcare in several Latin American countries, including Puerto Rico, Dominican Republic, Nicaragua, and Cuba. Currently Dr. Santana consults and appears on primetime news reports for Spanish language television network Telemundo.

Dr. Santana is currently on the Governing Board of a 1300 member Clinically Integrated Network as well as an Accountable Care Organization. He was recently elected to the Governing Board for Baycare Medical Group, representing nearly 500 physicians primarily in Primary Care.

In 2014 Dr. Santana was selected as a National Physician Champion by Centers for Medicare and Medicaid Services (CMS) for the ICD-10 conversion. He is featured on and contributes to the CMS website Roadto10 used by physicians across the U.S. in preparation for the ICD10 conversion.

About North Highland

North Highland is a global management consulting firm that delivers unique value, big ideas and strategic business capabilities to drive digital, clinical, organizational, and financial transformation for its healthcare clients. The firm solves complex business problems for some of the nation's leading healthcare payers and providers, among a variety of Fortune 500 clients, through an integrated approach and offers specialty services via its Data and Analytics, Managed Services, and Sparks Grove divisions. North Highland is an employee-owned firm that has been named as a "Best Firm to Work For" every year since 2007 by Consulting Magazine. The firm is a member of Cordence Worldwide (www.cordenceworldwide.com), a global management consulting alliance. For more information, visit northhighland.com and connect with us on LinkedIn, Twitter and Facebook.