Broker blog from Delta Dental

Author: Delta Dental (Page 2 of 16)

Selling dental insurance to the Asian American and Pacific Islander market

May is Asian American and Pacific Islander Heritage Month. So what better time to learn more about this diverse community and how to better serve your current and prospective Asian American and Pacific Islander (AAPI) individual clients?

Perhaps more than any other group, the AAPI community presents opportunities for dental insurance brokers who sell directly to individuals.

That’s intriguing. But when we say “AAPI,” who are we talking about, exactly?

While this can be a complicated and somewhat divisive question, AAPI is all people of Asian, Asian American or Pacific Islander ancestry, according to The Asian Pacific Institute.

This can include people with origins from:

  • East Asia (including China, Japan and Korea)
  • Southeast Asia (including Indonesia, Thailand, the Philippines and Vietnam)
  • South Asia (including India and Pakistan)
  • Central Asia (including Afghanistan and Mongolia)
  • Hawaii and the Pacific Islands

In all, more than 50 countries fall under the AAPI umbrella.

Wow, that covers a lot of people. How do I cater to such a diverse group?

Not surprisingly, finding a “one-size-fits all” approach to attract and support AAPI clients probably isn’t realistic. For example, different Asian American and Pacific Islander groups vary widely in terms of income, education level, languages spoken and English fluency, and determining the specific needs of the AAPI population in your area will require some research on your part.

That said, a recent Nielsen report found some commonalities among Asian American consumers’ demographics, media preferences and buying habits.

They’re asking about you.

Broker tip: Building loyalty with your AAPI clients is important, not only to retain their business but also to attract new customers from their network of family, friends and neighbors.

When it comes to doing business with the AAPI community, positive recommendations — from friends, family and the internet — are critical.

  • More than 40% of Asian Americans surveyed said family members influence their buying decisions
  • Almost 30% said that they prefer to buy products and services their friends approve of
  • Almost 75% said that they read online reviews by others before making a purchase 

Speaking of family, AAPI households tend to be large. And affluent.

Broker tips:

  • Successfully attracting one AAPI client could potentially lead to a lasting business relationship with the client’s extended family.
  • Discuss dental plans for families and for seniors.

The AAPI community has a higher-than-average household income of $85,000, compared to $60,000 for the total population. Asians also have the highest top and median incomes among any U.S. population.

An important caveat is that there’s a large income disparity among specific groups within the AAPI community. For example, a recent Pew Research study found the following:

  • Asians at the top of their income distribution earn more than 10 times more than Asians at the bottom
  • Indian households have a much higher than average household income and rate of college graduation ($100,000 and 72%)
  • For certain Southeast and Central Asian populations, the poverty rate is as high as 35%

One of the reasons AAPI households earn more on average than the overall population is size. They’re 17% larger than the average U.S. household and are often multigenerational.

The multigenerational element is important, because heads of AAPI households are more likely than other populations to make purchase decisions for the entire household, including their spouses, children, parents and relatives.

The AAPI community loves technology and media.

Broker tips:

  • Consider targeted television and internet advertising to attract new clients.
  • Maintain an online presence, including social media accounts and an attractive, useful and up-to-date website optimized for mobile use.

Not only do AAPI households tend to be larger than the U.S. average, these households also tend to be wired. Among AAPI households:

  • 99% have internet access
  • 97% have a smartphone
  • 89% have a computer, which is 13% higher than the overall population

And they use these devices. A lot. AAPI households spend more time than average surfing the web on their computers, social networking on their smartphones, watching video on both computers and tablets, and shopping online.

  • The AAPI community shops online at a rate 34% higher than the total population
  • Almost 90% have purchased a product or service online in the past year

The AAPI community also spends another 23 hours per week watching television — more than any other group in the U.S.

Language can be tricky.

Broker tips:

  • Determine both the ethnic groups and age groups within the AAPI community you want to target.
  • Depending on which demographic you want to reach, advertising on native-language media outlets, such as cable channels, radio, magazines, newspapers, and online and social media, might make sense.
  • To attract younger clients, conventional English-language advertising, or a mix of both, might be more effective.
  • If you have a staff, determine whether anyone speaks a relevant language and if not, consider hiring someone who does.

For both marketing and interactions, language can be a challenge. Unlike other groups that share a single language, the AAPI community speaks more than 50 languages and thousands of dialects.

Of course, many members of the AAPI community also speak English — among native Hawaiians, that number is nearly 100%. But English literacy differs greatly between immigrants and those born in the United States. 

The key factor here is age. For example, among Asian Americans and Pacific Islanders under the age of the 35:

  • 34% were born outside the U.S.
  • 95% percent speak English well or exclusively

Contrast that with ages 55 and older:

  • Approximately 85% were born outside the U.S.
  • For several communities, such as Thai and Vietnamese, the number who were foreign-born approaches 100%
  • 56% have limited English proficiency (and more than 85% for certain groups, such as Vietnamese and Hmong)
  • Only 15% speak English at home

Attracting and working with older AAPI clients might then seem daunting. But a bit of community research can help. Find out who the largest AAPI population is in your community and focus on them. If there are several, Bill Imada, Founder and Chairman of AAPI-focused ad agency the IW Group, advises starting with one group, learning from your experience, and then using the lessons learned to focus on others.

And when you advertise, be sure to feature images of Asian Americans and Pacific Islanders. A recent Porter Novelli report found that people who didn’t feel represented in a company’s marketing were less likely to support that company.

Finally, if you have a staff, find out if anyone is at least partly fluent in a relevant language — you might already have an invaluable resource and not even know it!

Being able to communicate effectively with these clients is important. That’s because insurance brokers often play an essential role in the providing the AAPI community with access to the health and dental coverage they need. For example, according to recent data about California’s insurance marketplace, most Chinese, Korean and Vietnamese enrollees buy plans through certified insurance agents, as opposed to community groups or the Covered California website.

Support the AAPI community

Broker tip: Support your local community and work with organizations that serve it.

Family and community are very important to the AAPI community, and more than half said they’re more likely to purchase brands that support a cause they care about.

With that in mind, a great way to promote yourself and your business is to support local and national organizations that help the AAPI community. Certainly, a cash contribution is always welcome, but other suggestions for getting out and making a difference are:

  • Working with a local organization to expand dental access to the community
  • Volunteering or collaborating on an outreach project to help recent immigrants navigate the individual health and dental insurance market
  • Advertising or sponsoring an event to promote dental care

Some local and national organizations that serve the Asian and Pacific Islander communities include:

That’s helpful. But what else can Delta Dental do to help me?

Older Asian Americans and recently arrived immigrants can face challenges accessing oral health care. They might be unfamiliar with the U.S. health care system and have difficulty communicating in English.

Fortunately, Delta Dental offers materials and services that can help you make it easier for them:

  • The Language Assistance Program. Through this free service, your clients can get professional translation and interpretive services. This includes phone assistance, written materials and more. They can even request in-person interpreter services for dental visits, with 72 hours’ notice.
  • The Find a Dentist tool. Your clients can search for dentists who meet their specific language needs, such as Chinese or Tagalog. You can even use the directory to compile a list for them.

Supporting an individual client base as diverse as the AAPI community can be a challenge. But with some research and some help from Delta Dental, you can create strong relationships that can last for years, and perhaps even generations, to come.

Accessibility — more than just a buzzword

When your clients think of accessibility, they may think of wheelchair ramps and designated parking spaces. But when it comes to ensuring high-quality care, accessibility goes beyond the physical world. Accessibility extends into digital spaces and into the interactions that people have in their day-to-day lives. Let’s take a look at the ways accessibility can be an important part of dental insurance and what it means for your clients.

What is accessibility?

Accessibility is about making an experience available to the widest group of people, including those with physical or cognitive disabilities. That can include:

  • Using alternate text in images so that screen readers can describe them to users who are blind
  • Providing transcripts of videos for users who are deaf
  • Designing websites simply for users who have cognitive disabilities

What this means for your clients’ employees is simple: when they visit Delta Dental’s website or need to call customer service, their questions will be answered and their needs will be met, no matter their abilities.

Why does accessibility matter?

“[Accessibility] improves people’s lives. And how often do you get a chance in your job to dramatically improve other people’s lives by just doing your work a little better?”

  • Steve Krug, user experience professional

There are legal reasons to make accessibility a priority. Under laws such as the Rehabilitation Act of 1973 and the Patient Protection and Affordable Care Act of 2010, it is illegal to have Federal electronic and information technology inaccessible to people with disabilities or to discriminate on the basis of disability.

But accessibility is about more than just avoiding a lawsuit. Accessibility is about inclusivity for all of your clients’ employees, no matter their needs. With just a little effort, impediments like being unable to hear a video or read a website can be overcome, and more people will be able to access the quality care that they deserve.

Additionally, designing websites and implementing customer service practices that make life easier for those with disabilities often makes life easier for everyone. Regardless of their abilities, everyone appreciates simple and intuitive designs and being able to change settings to their personal preferences when it comes to interacting with websites and customer service platforms.

What is Delta Dental doing to advance accessibility?

At Delta Dental, we are committed to ensuring the accessibility of our products and services for everyone. We are committed to providing a platform that goes beyond mere compliance and seeks to provide a more meaningful experience for our customers with diverse backgrounds, abilities and perceptions. Our website and other products comply with the Web Content Accessibility Guidelines (WCAG) 2.1 levels A/AA, section 508 of the Rehabilitation Act and the 21st Century Communications and Video Accessibility Act (CVAA), in addition to other local governing laws. For more information, see our accessibility statement.

In real terms, that means supporting popular web browsers, including Chrome, Edge, Safari and Firefox in desktop and mobile web views, as well as assistive technology including, but not limited to, screen readers and magnifiers on various platforms. We also provide services for non-English speaking employees through the Language Assistance Program (LAP). Through LAP, members can request documents in accessible formats, like Braille, and have on-site American Sign Language interpreters accompany them during dental visits. To take advantage of these services, including instructions on requesting an on-site interpreter, your clients can visit our language assistance page or call customer service.

Accessibility is about more than just checking boxes and meeting requirements. It’s really about providing a high quality experience for everyone. We’re proud to join you in serving a diverse audience and bringing all of your clients great dental care.

Your clients can now pair their Delta Dental coverage with VSP vision

Helping your small business clients find the right insurance coverage can be complicated, but Delta Dental is making it simpler. Delta Dental’s Small Business Program (SBP) dental plans and VSP® vision plans are available paired together through the Allied Benefit Suite. It’s never been simpler to offer your clients comprehensive plans from two industry leaders in a single itemized invoice. Here’s a quick look at answers to common questions.

Where are paired plans available?

Vision plans are available in all states that our SBP dental plans are offered and administered by Allied Administrators. Vision coverage is not available on its own. It must be paired with dental. Vision coverage can also be added to existing SBP plans administered by Allied Administrators.

What kind of coverage do these plans offer?

These new vision plansfeature comprehensive coverage on VSP’s nationwide network. They’re available in the same three-level structure as SBP dental plans (Deluxe, Advantage and Core), so you don’t have to worry about learning a new system and explaining it to your clients. These levels allow for flexibility based on your clients’ budgets and needs, including voluntary or employer-paid options, and can be paired with any level of SBP dental plan.

What kind of benefits are included?

Benefits vary by level, but every vision plan includes:

  • Coverage for an annual eye exam and lenses
  • A frame or contact lens allowance (contact lenses are available in place of lenses and frames)
  • Access to VSP’s nationwide network

With VSP vision coverage paired with to their Delta Dental SBP plans, your clients will enjoy simpler billing and more care for their employees, and you’ll get to offer a more attractive package to your clients. If you want to learn more or get a quote, visit our Sales Contact page. It’s easy to see that’s a win-win.

Vision coverage is provided by VSP.

©2021 Vision Service Plan. All rights reserved.

VSP is a registered trademark of Vision Service Plan.

Delta Dental’s NCQA Credentialing Accreditation renewed

Delta Dental Insurance Company’s NCQA Credentialing Accreditation has been renewed through March 2024.

“Achieving NCQA Credentialing Accreditation demonstrates that Delta Dental Insurance Company has the systems, process and personnel in place to conduct credentialing in accordance with the strictest quality standards,” said Margaret E. O’Kane, president of the National Committee for Quality Assurance (NCQA).

NCQA is a private, nonprofit organization dedicated to improving health care quality. NCQA’s Credentialing Accreditation is a quality assessment program that focuses on consumer protection and customer service improvement.

NCQA has reviewed and accredited Delta Dental Insurance Company’s Credentialing functions only. For complete details on the scope of this review, visit www.ncqa.org.

Dental care for the deaf and hard-of-hearing

Happy National Deaf History Month! If you haven’t heard of this season, it runs from March 13 to April 15. Nearly 15% of adult Americans report trouble hearing, so your clients may have employees with hearing issues and aren’t even aware of it! Deaf and hard-of-hearing individuals face some unique challenges when it comes to getting dental care. Even making an appointment can be difficult. Fortunately, there are solutions available to ensure that no problem is insurmountable. Here are some of the common issues that people who are deaf and hard of hearing can encounter and what Delta Dental does to help solve them.

Challenges and considerations

When it comes to getting quality dental care, challenges can start before people who are deaf and hard of hearing ever set foot in the office.

  • The deaf and hard-of-hearing can have difficulty just making appointments. Not every office will have someone fluent in American Sign Language (ASL) on staff, but if an office isn’t set up to schedule appointments by text or email, it can be impossible for deaf patients to even step foot inside.
  • Dentists that don’t speak clearly, slowly and while looking at members make it hard to read lips. The deaf and hard of hearing may rely more on lip-reading than others. Seeing a dentist who is in a hurry or who talks while moving all about the practice can make it more difficult for the deaf and hard-of-hearing to follow what’s being said. To make things even harder, the fact that everyone is wearing masks because of COVID-19 only compounds this issue.
  • People may not even realize that they’re hard-of-hearing. Because most everyone loses some of their hearing as they get older, the change can happen so gradually that some people aren’t even aware of it. Attentive dentists can notice when their patients seem to have difficulty with hearing them or following a conversation and adjust accordingly.

Solutions and resources

Whether a person has recently become hard of hearing or has been deaf since birth, there are two major tools available to help them.

  • The Language Assistance Program (LAP). The LAP is a free service that Delta Dental members can use to get professional interpretive services for their non-English needs. This includes phone assistance, written materials and more, including an in-person translator when given 72 hours’ notice. Most importantly for deaf patients, this means that they can have an interpreter fluent in ASL accompany them to their dental visits!
  • The Find a Dentist search tool. The Find a Dentist search tool is perfect for members looking to find an in-network dentist that fits their specific needs. Members can search by distance and specialty, but they can also search for dentists by the languages their offices support and available accessibility features, including dentist offices where the staff is fluent in ASL!

More than 35 million people in the United States report having trouble hearing, whether they suffer from mild hearing loss or are completely deaf, so it’s essential for your clients that their dental coverage take this into consideration. Fortunately, valuable services like the Language Assistance Program and thoughtful features like the Find a Dentist search tool make it easier for deaf and hard-of-hearing members to get their dental needs taken care of.

Client considerations for COVID-19 vaccines

The speed and efficacy with which COVID-19 vaccines have been developed is a testament to human ingenuity and the drive to create a safer world for us all. The three vaccines that are widely available in the U.S. (Moderna, Pfizer and Johnson & Johnson) have all received emergency authorization by the FDA after demonstrating both efficacy and safety, but there are other issues your clients may want to consider when deciding on how to approach a vaccine policy.

What options do employers have?

There are three main courses of action your clients could take when it comes to employees and vaccines:

  • Do nothing. This means choosing not to implement a company-wide vaccine policy and not advocating for and encouraging vaccinations. Doing nothing may not be the optimal choice from a public health perspective, but it’s certainly a valid one from a legal standpoint. Mandating or incentivizing vaccination could help to reduce increased costs or absenteeism from employees, but it can also lead to exposure to legal liability depending on how such policies are implemented (and how litigious employees are).
  • Encourage and incentivize vaccination. This is a gentler approach than outright mandating vaccinations as a condition of continued employment. Encouraging employees to get vaccinated is legally safe, although it may run the risk of upsetting employees who don’t believe in vaccination, who have concerns about vaccine safety, who have health considerations that keep them from getting vaccinated or who simply don’t like feeling pressured when it comes to managing their health. Incentives, such as offering paid time off or a bonus to employees who get vaccinated, must be carefully implemented, however. Aside from the cost considerations that comes with bonuses and incentives, employers may find themselves legally liable for any issues that arise from implementing on-site vaccinations.
  • Mandate vaccination. This is an aggressive option, but it’s certainly the most effective from the point of prioritizing the health and safety of employees. Mandating that employees get vaccinated is generally legal (although it may not be in some states), but it’s possible that some implementations could put your clients at legal risk (for example, setting up on-site vaccinations or inquiring about employees’ personal health to determine their eligibility for vaccination).

Which employees should get vaccinated first?

Until vaccines become more widely available, it’s best to prioritize employees who are most vulnerable to exposure and at greatest risk of complications from COVID-19. Of course, in health care and senior care industries, everyone with regular contact with the ill and elderly should be vaccinated. Outside of these industries, your clients should consider prioritizing:

  • Employees who work in close physical contact
  • Employees who have regular exposure to customers and other members of the public
  • Employees who have regular exposure to heavily trafficked enclosed spaces, food products or other settings where infection may be a risk
  • Employees who are 65 or older
  • Employees who are 16–65 with underlying medical conditions that increase the risk of life-threatening COVID-19 complications

What are the risks of implementing a vaccine policy?

Your clients could get into legal trouble if pre-screening vaccination questions aren’t job-related and consistent with the requirements of their businesses. To avoid this outcome, they should make sure that any pre-screening questions are related to the job and that they can prove that unvaccinated employees pose a direct threat to the health and safety of other employees. Similarly, your clients could get into legal trouble if they attempt to prevent workers’ concerted activity, such as expressing opposition to mandatory vaccines.

Employers should make sure to follow state and local laws, as well. Some locales may have prohibitions against mandating vaccines that more strict than state or federal law.

Setting a policy and moving forward

Before settling on the policy that’s best for their company and their employees, there are a few final things your clients should consider.

  • Make sure to follow all federal, state and local laws. Your clients won’t want to put their organization at risk of legal exposure. It’s best to do some research and stay up-to-date on the latest laws and regulations.
  • Get a sense of how their employees feel. If your clients have employees who feel very strongly about vaccines, either adopting a mandatory policy or doing nothing may cause disquiet. Taking surveys of employee sentiments can be a good way to decide how to craft a message.
  • Identify who should be doing the communication. Figures like respected managers, team leaders and union officials can be excellent ambassadors for company policies, especially in larger organizations where employees may not have personal relationships with upper management.
  • Be transparent. As always, communication is key when it comes to rolling out new policies that can affect employees’ work lives. Your clients should let employees know both what their COVID-19 vaccine policy is and how that position was reached. They should be sure to listen to and address employee concerns, even if the company’s policy remains firm.

Regardless of what policy your clients decide to implement, wearing masks and respecting social distancing will stay important aspects of infection management. Even as vaccines become more readily available, maintaining practices and procedures to minimize the chance of infection and help their entire organization stay healthy is essential.

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