The Role of Marketing in Promoting Equitable Care

Health disparities, or the preventable differences in health outcomes across different populations, remain a significant challenge in healthcare. Rooted in socio-economic, racial, geographic, and other inequities, these disparities impact access to care, the quality of treatment received, and overall health outcomes. For healthcare providers, insurers, and organizations, marketing plays a crucial role in promoting equitable care by increasing awareness, improving access, and reshaping public perception. When aligned with a mission to advance health equity, marketing can be a powerful force for positive change in healthcare.

Understanding Health Disparities

Health disparities refer to differences in health outcomes among distinct groups, often caused by structural inequities in access to care, income inequality, social determinants, and biases within the healthcare system. These disparities are evident in various health metrics, including life expectancy, infant mortality, chronic disease prevalence, and mental health outcomes.

Marketing has traditionally focused on reaching specific demographics for product or service promotion, but today, marketers in healthcare are beginning to recognize their influence in reshaping the narrative around equitable care. Effective health marketing that prioritizes inclusion, representation, and accessibility has the potential to bridge gaps, empower underrepresented communities, and drive health equity forward.

1. Raising Awareness About Health Disparities

A first step toward addressing health disparities is educating the public and healthcare professionals about these inequities. Marketing campaigns that highlight these issues can help raise awareness, promote empathy, and encourage action.

Example: Campaigns like the CDC’s “Hear Her” initiative focus on maternal mortality in the United States, especially among Black and Indigenous women, who experience disproportionately higher rates. By sharing real stories and offering clear guidance on recognizing warning signs during pregnancy, such campaigns shed light on critical health disparities and prompt action within the healthcare community and among expectant mothers.

Actionable Tips for Marketers:

• Use Real Stories: Real-life stories and testimonials can make the impact of health disparities more relatable and urgent for a broad audience.
• Promote Data Transparently: Share statistics and data about health disparities in a way that highlights the urgency and need for equitable care.
• Engage with Diverse Voices: Collaborate with community leaders and influencers from impacted groups to spread awareness and lend credibility to campaigns.

2. Improving Access to Health Information for Marginalized Communities

One of the most impactful ways marketing can promote equitable care is by ensuring that health information is accessible to all. This involves translating materials into multiple languages, designing for accessibility, and disseminating information across platforms that reach diverse audiences.

Example: Telehealth provider platforms like Teladoc and Amwell are increasingly offering multilingual interfaces and partnering with community organizations to inform underserved populations about digital healthcare options, especially useful in remote or rural areas where healthcare facilities may be scarce.

Actionable Tips for Marketers:

• Develop Multilingual Content: Providing health information in various languages ensures more people can understand and use the content.
• Invest in Accessible Design: Ensure websites, apps, and resources are accessible to individuals with disabilities by following ADA-compliant design standards.
• Utilize Community Channels: Distribute information through trusted community centers, religious organizations, and local events to reach populations that may not engage with mainstream media.

3. Promoting Inclusive Care Through Representation

Representation in healthcare marketing plays an important role in fostering a sense of inclusivity and understanding within the healthcare system. When marketing materials reflect the diversity of the populations they serve, it helps people feel seen, understood, and more likely to seek care.

Example: Kaiser Permanente’s “Thrive” campaign has been praised for depicting people of various ethnicities, ages, and backgrounds. The campaign’s imagery and messages intentionally represent a wide demographic range, fostering a sense of belonging and inclusivity.

Actionable Tips for Marketers:

• Use Inclusive Imagery: Ensure marketing visuals reflect diversity across race, age, gender, and ability.
• Involve Diverse Teams: A diverse marketing team brings varied perspectives, leading to more authentic and inclusive campaigns.
• Focus on Culturally Competent Messaging: Language and tone should be sensitive to different cultural backgrounds to ensure messages resonate appropriately and respectfully.

4. Addressing Misinformation with Culturally Relevant Education

Misinformation about health topics can contribute to health disparities, especially when it spreads within marginalized communities. Marketing teams have the power to combat misinformation by sharing accurate, culturally relevant information tailored to specific audiences.

Example: During the COVID-19 pandemic, vaccine hesitancy was prevalent in some communities due to historical mistrust and misinformation. Organizations like the Ad Council and the COVID Collaborative launched campaigns featuring trusted figures and culturally appropriate messaging to address myths and educate communities on vaccine safety.

Actionable Tips for Marketers:

• Leverage Trusted Community Figures: Collaborate with community leaders, healthcare workers, and influencers who are respected within specific communities.
• Create Educational Content: Develop content that explains common health myths in a culturally relevant way, providing clear, factual information.
• Use Social Media Responsibly: Disseminate educational posts on platforms popular with the target audience and utilize hashtags and keywords that help content reach those affected by misinformation.

5. Expanding Digital Health Access and Digital Literacy

Digital health solutions, including telehealth and mobile health applications, have the potential to reduce healthcare access disparities. However, not all communities have the same level of access or digital literacy. Marketing can play a role in educating underserved populations about available digital health tools and how to use them.

Example: NYC Health + Hospitals launched a campaign to promote their telehealth services, focusing on communities with limited healthcare access. The campaign included easy-to-understand tutorials on how to use telehealth platforms, access support, and connect with providers online.

Actionable Tips for Marketers:

• Provide Step-by-Step Guides: Create simple guides and visual tutorials to help users understand how to access and navigate digital health services.
• Partner with Local Libraries and Centers: Use community centers as spaces for educational workshops and distribute printed materials for individuals without internet access.
• Encourage Device and Connectivity Access: Collaborate with programs offering low-cost devices and internet services to ensure that more people can use digital health tools.

6. Facilitating Preventive Care Awareness for High-Risk Communities

Preventive care awareness campaigns are essential to reach high-risk groups that may experience barriers to regular health screenings, vaccinations, or check-ups. Marketing that emphasizes preventive health services can help reduce the impact of chronic diseases and improve overall health outcomes in these communities.

Example: The American Heart Association has launched campaigns targeting African American and Hispanic communities, emphasizing the importance of preventive measures for heart health, including blood pressure checks, healthy eating, and physical activity. These campaigns often include tailored messages and partnerships with local clinics.

Actionable Tips for Marketers:

• Highlight Local Resources: Create materials that spotlight local clinics, free screening programs, and health fairs, making preventive care options more accessible.
• Tailor Messages for Specific Health Risks: Address prevalent health risks within specific populations to make preventive care campaigns relevant and actionable.
• Use Culturally Relevant Health Education: Design campaigns that resonate with cultural values, dietary habits, and lifestyle factors relevant to each target audience.

7. Tracking and Measuring Equity-Focused Campaigns

Tracking the effectiveness of equity-focused marketing campaigns is critical. By using analytics to measure reach, engagement, and health outcomes, marketers can better understand what works and adjust strategies to improve impact.

Example: Many healthcare organizations are now using tools like Google Analytics and social media insights to measure engagement from specific demographics. These insights can show whether campaigns reach intended audiences and prompt changes based on performance metrics.

Actionable Tips for Marketers:

• Segment Analytics by Demographic: Track the engagement of specific groups to see if campaigns are resonating with target audiences.
• Monitor Health Outcome Metrics: Use surveys, feedback, and health outcome data (if available) to evaluate whether campaigns are successfully encouraging healthier behaviors.
• Adjust Messaging Based on Results: Regularly refine messaging to improve relevance, accessibility, and engagement with underrepresented groups.

A Call to Action for Equitable Healthcare Marketing

Marketing teams in healthcare have the unique opportunity to shape public perception, improve access to care, and support health equity efforts. By promoting awareness, offering accessible resources, and reaching underserved communities with culturally relevant content, marketing can play a key role in addressing health disparities. As healthcare organizations recognize the impact of inclusive, equitable marketing, they help foster a healthcare environment where all individuals have the chance to achieve optimal health outcomes.