New Report Unveils Insights into Multicultural Patient Journeys for Better Health Equity

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MIAMI, FL and FORT WASHINGTON, PA — Republica Havas Health & M3 MI have unveiled their latest Executive Report, “Equity in Action: Mapping the Multicultural Patient Journey for Inclusive Strategies,” aiming to assist healthcare professionals in addressing the unique needs of diverse communities and promoting health equity. This report leverages data from the 2023/2024 MARS Consumer Health Study, which included over 40,000 respondents, focusing on 23,138 multicultural patients with chronic conditions.

The findings highlight significant cultural and socioeconomic barriers affecting African American, Hispanic, and Asian American groups, who together constitute over two-fifths of the U.S. population and face distinct healthcare disparities. The report underscores that up to 33% of U.S. adults have basic or below-basic health literacy, with even lower levels among multicultural groups. Additionally, 47% of respondents seek healthcare only when sick, and 56% believe pharmaceutical ads enhance their understanding of medications, leading to higher trust in brands that engage directly with them compared to their White counterparts.

Eirásmin Lokpez-Cobo, EVP Brand Strategy at Republica Havas Health, emphasized the importance of understanding these barriers: “Understanding and addressing multicultural patients’ barriers through data-driven approaches is crucial for advancing health equity. This report provides valuable insights toward improving cultural competence and closing care gaps to meet diverse patients’ needs.”

The report is structured around six phases of the patient journey: Disease Awareness, Disease Education, Treatment Awareness, Treatment Consideration, Conversion, and Patient Adherence. Each phase offers insights to guide actionable strategies for culturally relevant health initiatives.

Jayne Krahn, VP, Product & Research Operations at M3 MI, highlighted the necessity of reliable data: “Today, it’s critical that healthcare brands and their agencies have access to reliable national data representative of our evolving population, like the MARS Study, to identify and understand the unique health needs, motivations, and channel preferences of multicultural populations.”

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Jorge A. Plasencia, Global Chief Client Officer of the Havas Creative Network and CEO of Republica Havas, added: “A cross-cultural marketing agency with a health equity focus is essential to empowering partner brands to better serve diverse patients. Republica Havas Health is proud to lead impactful change.”

The “Equity in Action” report serves as a crucial tool for healthcare professionals striving to implement inclusive strategies and improve health outcomes for multicultural communities.

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