A plan to broaden the backgrounds of Covered California’s board is on its way to the governor’s desk.
The legislation — Senate Bill 972 — originally sought to add members to the board of the state Obamacare operation, but that provision was dropped months ago.
The bill allows individuals with backgrounds in information technology and health-insurance marketing to join the board. It also seeks those experienced in “enrollment counseling assistance, with priority to cultural and linguistic competency.”
The aim is to address several shortcomings of year 1 of the Affordable Care Act in California — web site content and functionality problems, and a perceived inability to reach out to state minorities, especially Latinos.
The sponsor is state Sen. Norma Torres, D-Pomona, pictured. “Diversity brings strength to an organization,” Torres says. “Covered California must fix problems with its website and customer service if it hopes to reach a broader range of consumers.”
Among her complaints about Covered California’s launch was that during the first four months of enrollment that began in fall 2013, no online application was available in Spanish or in any language other than English. Covered California management engaged in significant outreach to minorities near the end of the year and beyond, however.
In January, Covered California unveiled a new statewide ad campaign that includes “an intensified” effort to sign up Spanish-speaking residents. In March, Covered California enlisted labor leader and activist Dolores Huerta to encourage Latinos to sign up for health insurance before the March 31 deadline.
The current board has five members with backgrounds in administration of health care services and insurance.
SB 972 cleared the Assembly on a 68-2 vote June 19. It was approved by the Senate in a 33-0 vote of May 15.
The Covered California board members would be required to show competencies in two of the following areas:
- Individual health care coverage.
- Small employer health care coverage.
- Health benefits plan administration.
- Health care finance.
- Administering a public or private health care delivery system.
- Purchasing health plan coverage.
- Marketing of health insurance products.
- Information technology system management.
- Management information systems.
- Enrollment counseling assistance, with priority to cultural and linguistic competency.
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