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A Prescription For Good Health: Dra. Aliza Gives Big Boost To Asegúrate Campaign

New Partnership Includes New Channel on Vida y Salud

Los Angeles, CA – Today well-known health expert Aliza Lifshitz, MD, better known to the Latino Community as la Doctora Aliza (TM), announced she is partnering with The California Endowment to play a significant role in the Asegúrate campaign which aims to raise awareness amongst Latino and lower-income Californians about the importance of having health coverage and encourages people to take advantage of preventative services. Dra. Aliza will also have a strong voice in the Endowment’s #Health4All movement to help the undocumented community, which lacks access to affordable health coverage, understand what options are available.

“Access to health care is not just about being able to get treatment when we are sick, it is also about having the tools to keep ourselves and those around us healthy,” said Dra. Aliza. “The more we can talk about the importance of making sure everyone has access to preventative care and is properly covered, the healthier we can keep our friends and family, communities and neighbors.”

As part of the partnership, a new channel has been unveiled on Dra. Aliza’s popular Spanish-language health hub (TM), which had more than 2 million unique visitors in the past month. The channel focuses on issues related to health coverage, including information and resources for undocumented immigrants. Dra. Aliza will also be partnering with the Asegúrate campaign on social media, public service announcements and special events.

“La Doctora Aliza is a widely recognized, respected and credible health expert in the Latino community,” said Maricela Rodriguez, program manager at the Endowment. “She is a trusted messenger, and we are excited to work with her to ensure families have health coverage and the preventative care they need to stay healthy.”


About Dr. Aliza
Dr. Aliza A. Lifshitz, Editor in Chief of (TM), is a renowned physician, author and health reporter. For over 20 years she has been the U.S. Latino community’s most trusted health resource, informing millions of Hispanic consumers each month through Vida y Salud, her books, her television segments and guest appearances, her weekly radio programs and her columns in numerous newspapers and magazines. She has been recognized for her work in public health by the AMA, American Diabetes Association, March of Dimes and American Heart Association, among others. In addition to her activities in the media, Dr. Lifshitz maintains a private practice in Internal Medicine at Cedars-Sinai Medical Center in Los Angeles and was President of the California Hispanic American Medical Association an unprecedented four terms. 

About The California Endowment
The California Endowment, a private, statewide health foundation, was established in 1996 to expand access to, quality health care for underserved individuals and communities, and to promote fundamental affordable improvements in the health status of all Californians. Headquartered in downtown Los Angeles, The Endowment has regional offices in Sacramento, Oakland, Fresno and San Diego, with program staff working throughout the state. The Endowment challenges the conventional wisdom that medical settings and individual choices are solely responsible for people's health. Through its ‘Health Happens Here’ campaign and ten-year initiative for Building Healthy Communities, The Endowment is creating places where children are healthy, safe and ready to learn. At its core, The Endowment believes that health happens in neighborhoods, schools, and with prevention. For more information, visit The California Endowment’s homepage at

About Asegúrate
“Asegúrate”, is a multi-year bilingual outreach and enrollment campaign designed to educate Latino and lower-income Californians about Obamacare and to drive them to enroll in Medi-Cal or private insurance through Covered California, the state’s health benefits marketplace. The campaign’s target audience represents groups with the highest percentage of uninsured. The campaign includes a major Spanish-language media partnership among Univisión, Telemundo, and La Opinión-impreMedia, who are among the nation’s largest Spanish-language media outlets; The California Endowment, a private foundation advocating for health and health equity; Covered California. Together, the three media partners reach nearly 100 percent of the state’s Latino population—approximately 15 million Californians—using television and print reporting, public service announcements, documentaries, and digital media. To learn more, visit

About #Health4All
The California Endowment’s #Health4All campaign highlights the important contributions of undocumented Californians to our state’s communities and economy, while raising awareness of their lack of access to affordable health care coverage. Though the Affordable Care Act has helped millions of Californians gain health insurance, over 1.4 million undocumented Californians will remain uninsured. Undocumented Californians are students, mothers, fathers, neighbors and community members. Together, they contribute $300 billion to our state’s economy and are an essential part of the workforce. The #Health4All campaign is helping to drive a dialogue to move our health care system to one that is inclusive of all Californians, regardless of their immigration status. To join the conversation use #health4all or visit