El Tiempo Latino
A Working Report · Tiempo Company
Maryland · July 2026

Maryland's Latino
Health Coverage Gap

Maryland covers most of its residents, yet its Latino families carry the highest uninsured rate in the DMV, and this year's federal cuts are widening it. The evidence on how to close it is clear.

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24.3%
of Maryland's Latino residents are uninsured, the highest rate of any group in the DMV. The state covers most of its people. Its Latino families are the exception.
The stakes

A national coverage shock, landing hardest on Latino families.

Enhanced ACA subsidies expired in 2026 and roughly 4 million people dropped coverage. Maryland's own state subsidy softened the blow, but its Latino residents still carry the region's highest uninsured rate. That tells you the gap is not about price alone.

730K
Latino residents, 11.8% of Maryland, and nearly 1 in 4 uninsured.
18.4%
National Latino uninsured rate, 2.8× the White rate. Latinos are 21% of the population, 39% of the uninsured.
177K
On Maryland's state subsidy (up from 65K), yet Latino uninsurance holds at 24.3%. Price is one barrier; language and trust are the others.
Communication closes the gap

This is the part you can do something about.

For Latino and Spanish-speaking families, how coverage is communicated is one of the strongest predictors of whether they stay covered. The evidence runs both ways.

When outreach was cut, Latinos lost coverage first
−3.5 pts
Coverage drop among Hispanic adults when federal outreach funding was cut, the largest of any group in a peer-reviewed natural experiment.
−3.0 pts
Coverage drop among people who speak a language other than English at home.
−2.4%
Marketplace enrollment drop among lower-income adults after the same cuts.
When it is done well, people stay covered
2×
More likely to enroll with in-person help. Latinos seek that help at far higher rates than White consumers.
106K
Reached in a Medicaid-navigation campaign we ran, helping Maryland Latino families navigate their benefits.
+37%
Higher engagement for our native, in-language content vs. standard display ads.
Why El Tiempo Latino

The trusted layer in front of the enrollment desk.

We don't run enrollment. We explain what changed, hold attention in Spanish, and point families to where to enroll and get help. That is what El Tiempo Latino has done for the DMV for 35 years.

535K
Reachable Latino digital audience across the DMV.
450K
Monthly digital impressions, +8K newsletter subscribers.
~90K
Weekly print readers, 76% "very interested in health issues."
1

We have done this in health, in Maryland

We ran a campaign that helped Maryland Latino families navigate Medicaid and maternal benefits, reaching 106,000 people. The exact application, in this state.

2

Priced by reach, built for compliance

A targeted program starts around $9,000 for ~400,000 impressions; a month-long campaign reaching a large share of our DMV Latino audience runs low-to-mid five figures. Creative runs through your compliance review, following CMS and carrier guidelines.

Let's start with the data.

Not "do you want to advertise." A conversation about Maryland's Latino coverage gap, what the evidence says closes it, and what that could look like together.

Email Andrea Chacón
andrea@tiempocompany.com