Duran and Wolff-Poitevien worked with a translator to ensure the word choices were culturally appropriate for each language. Significant care was given to selecting culturally tailored colors, words and images. Interestingly, the traditional nurse’s cap image used on the postcard, considered an outdated image of a nurse in the U.S. today, is still prevalent in Haiti. This image resonates with this specific Haitian audience. Finally, the postcard format was selected because it’s readily visible in their preferred language without the barrier of an envelope.
The objectives of the project, which was first addressed in 2010, implemented in 2011 and ongoing today are to:
1) Increase the number of Haitian customers who are contacted by the case manager.
2) Improve the Haitian customer’s experience and awareness of health plan services available to them.
3) Improve the customer’s ability to manage his/her health condition which initiated the need for case management.
While longer-term use measurements will be studied, initial results show success with all three objectives and savings in health care costs.
Editor’s Note: October marks Health Literacy month. Health literacy is one of four key focus areas of Cigna Connects, our new corporate responsibility initiative and is a 24/7/365 effort at Cigna. Find more information on Cigna's health literacy work in the “Let’s Be Clear—Your Real World Guide to Health Insurance” section of our website:
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