US health insurance company partners with Health in Her HUE to connect black women with ‘culturally sensitive’ providers

A Minnesota health insurance company has announced a partnership with the digital health platform Health in Her HUE to support black women and women of colour.

The collaboration between Blue Cross and Blue Shield of Minnesota (Blue Cross) and Health In Her HUE will provide no-cost access to the digital platform and allow women to join Health In Her HUE’s Virtual Care Squad experience – a support group designed by and for black women and women of colour.

This effort is part of Blue Cross’ five-year place-based collaboration with the city of Brooklyn Center, one of the most racially diverse cities in Minnesota and the only municipality in the state that is black led at both the Mayoral and City Manager levels.

Blue Cross will fund approximately 200 memberships to Health In Her HUE within Brooklyn Center.

The Health In Her HUE platform aims to empower black women and women of colour to advocate for themselves in healthcare settings and connect them with culturally sensitive medical providers by using the power of technology, media and community.

The company says it is actively working to increase the number of culturally sensitive providers listed in Minnesota.

“My own lived experience navigating our healthcare system has been a major influence in launching Health In Her HUE,” said Eddwina Bright, co-founder and chief product officer of Health In Her HUE.

“I know what it is like to not feel listened to, understood or cared for in a medical setting and we want to empower black women to advocate for themselves and help them find a medical provider they can trust.”

Bukata Hayes, vice president of racial and health equity at Blue Cross, said: “It’s essential that as a healthcare company, we recognise the devastating impacts of racism on the health of women of colour and black women in particular. Black women face some of the greatest racial and health inequities in our nation.

“Health In Her HUE centres culture and community to empower black women to find a trusted healthcare provider that understands their lived reality.”

The agreement with Health In Her HUE is the third tech-based pilot programme Blue Cross is implementing in Brooklyn Center, following recent announcements with TurnSignl and Hurdle Health.