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Univision Obamacare Deal Could Put WellPoint Ahead Of Competitors

By Jenny Gold, Kaiser Health News

Some 10 million Latinos nationally — including nearly 3 million in California — stand to gain health insurance under the Affordable Care Act, and the Spanish-language media network Univision is positioning itself as a direct path to this potentially lucrative market.

WellPoint and other Blue insurers in six states, including California, have signed deals with Univision for undisclosed sums to be the exclusive health insurance sponsor of the network’s Peabody-award winning health initiative, “Salud Es Vida,” which means Health Is Life. WellPoint is the parent company of Anthem Blue Cross in California.

A spokesman for Covered California, confirmed that the agency is finalizing guidelines for “plan-based enrollment.”
The deals include a special plan-sponsored Univision website that will be able to connect Latinos with coverage on the online markets, or exchanges, that will serve individuals beginning in October. But it’s a path that could take a detour around some competitors who are offering plans: Because of a little-known rule proposed by the administration in June, customers will be able to buy their subsidized Obamacare insurance directly from the insurer.

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