Health Care Marketing to the New Americano


The United States is projected to be a “minority majority” by 2045 and currently 44 percent of Millennials are part of a minority race or ethnic group. Discover how L.A. Care Health Plan, the largest publicly-run health plan in the country, successfully marketed to multicultural groups to capture significant commercial and Medi-Cal (Medicaid) market share from competitors. Learn how an emerging best practice, the “Total Market Approach,” can create market advantages for health plans, hospitals and health systems by leveraging core human truths across general market and multicultural audiences as these groups merge into the “New Americano."


  • Simon El Hage, Director of Strategic Planning, Maricich Health
  • Alex Gallegos, Senior Director of Sales and Marketing, L.A. Care Health Plan
  • Julian Hernandez, Client Engagement Director, Maricich Health

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