Healthcare company Wellpoint Inc., who created a successful product for the twenty-somethings, is now targeting the Hispanic market. Wellpoint is getting ready to launch new products called Nuestro Bien, which means "our well-being," in early 2008.
Based in Indianpolis, WellPoint is following essentially the same game plan it used to develop Tonik, its insurance product for 18- to 34-year-old customers.
Toward that goal, WellPoint is doing three key things.""
First, it is developing insurance policies that offer low co-pays for clinic care, but also give customers incentives to have a regular doctor-instead of using the emergency room.
Second, WellPoint is broadening its marketing efforts to reach all Hispanics.
Its third strategy is to set up Nuestro Bien booths at Hispanic cultural and business fairs, where it conducts educational seminars and passes out marketing materials.