Improve Services for Spanish-Speaking Customers


Capital Blue Cross came to Color & Culture catalyst Latino Connection to develop a Latino outreach strategy that will help them improve their communications and services for their existing Spanish-speaking clients. They specifically sought to increase the organization’s market share of the Latino demographic across Pennsylvania through enrollments in the Children’s Health Insurance Program (CHIP).

We conducted a thorough onsite analysis, collecting qualitative and quantitative data to fully understand the existing communication inroads into the Latino community. We then developed a comprehensive strategy to meet the organization’s goals and collaborated with Penn State University to engage a younger Latino demographic and manage project investment costs for Capital Blue Cross.

By implementing our outreach strategy, Capital Blue Cross expanded the customer call center with 11 new bilingual employees, decreasing hold times for Spanish-speaking callers by 75%. Capital Blue Cross was also able to reduce its risk and liability by providing high-quality, certified translation and interpretation services—both in HR mediation strategy and in external stakeholder communications.

Our Latino outreach strategy included a community education component to provide meaningful engagement with the Latino community. We worked with Penn State University to develop content for a bilingual cookbook for families dealing with obesity and diabetes.

In the end, Capital Blue Cross enrolled more than 100 new children into CHIP.