As the multicultural demographic now represents over two-fifths of the U.S.’ total population, this report provides a six-phase road map for patient understanding to inform culturally relevant health programs serving diverse populations.

Miami, FL and Fort Washington, PA – October 2024 – Today, Republica Havas Health & M3 MI unveiled their latest Executive Report, “Equity in Action: Mapping the Multicultural Patient Journey for Inclusive Strategies”, a comprehensive and indispensable guide for healthcare professionals seeking to successfully connect with diverse communities and address these patients’ specific healthcare needs toward building viable and lasting equity across platforms.

Offering critical insights into some of the most persistent systemic barriers and health-related behaviors for African American, Hispanics, and Asian Americans in the United States, the Executive Report is based on key data from the 2023/2024 MARS Consumer Health Study, which surveyed more than 40,000 respondents across varied cultural, ethnic, and socioeconomic strata.

From that total, the Executive Report analyzed a sample size of 23,138 patients with chronic conditions that are also common comorbidities for multiple indications with high prevalence in underserved communities.

As the multicultural demographic of the U.S. continues to rise in number and relevance, now representing over 40% of the nation’s total population and still disproportionately limited by health disparities, healthcare and pharmaceutical industries are racing to develop and deliver effective engagement and equitable resources tailored to the specific needs of these diverse groups.

The Executive Report takes a deep dive into common cultural and socioeconomic barriers and drivers affecting multicultural patients today, compared to their White-only counterparts. Consider some key insights: up to 33% of U.S. adults have basic or below-basic health literacy, and literacy is lower in multicultural groups; 47% of multicultural respondents only seek healthcare if they are sick or injured; and 56% of multicultural respondents believe pharmaceutical advertisements increase their knowledge about medicines and are more likely to trust pharmaceutical companies that advertise, compared to their White-only counterparts.

“Uncovering and understanding the unique barriers and drivers faced by multicultural patients throughout their journey is essential for promoting health equity,” stated Eirásmin Lokpez-Cobo, Executive Vice President of Brand Strategy at Republica Havas Health and the chief architect of the Executive Report. “This report provides healthcare professionals and marketers with insightful findings that enhance cultural competence, helping to bridge care gaps and tailor healthcare delivery to address diverse needs effectively.”

Lokpez-Cobo brings over 20 years of career experience in cross-cultural marketing to Republica Havas Health and the Havas Network. She is an advocate for health equity, female empowerment, and mentorship. Recently, she was honored by MM+M (Medical Marketing and Media) with its prestigious Women of Distinction Award. She is the founder and director of the Wellness for Growth Foundation – a nonprofit organization that empowers underserved women through integral wellness education. Additionally, she served as an adjunct professor at the Florida International University master’s in marketing program, co- authored a female empowerment bestseller, and presents as a thought-leadership speaker at multiple national conferences.

To help healthcare professionals and marketers better navigate the complexities of the patient journey, the Executive Report is presented in an easy-to-use format that highlights six phases – disease awareness, disease education, treatment awareness, treatment consideration, conversion, and patient adherence. Key implications per journey phase are offered to provide further insight into integrated and actionable considerations for targeted culturally relevant programs.

“In today’s healthcare environment, the role of a health equity marketing agency is increasingly vital in reaching and empowering underserved patients. That is where Republica Havas Health comes in,” says Jorge A. Placencia, Global Chief Client Officer of the Havas Creative Network and Chairman & CEO of Republica Havas. “We have a proud history of leadership in driving meaningful change within the healthcare industry, and this Executive Report is proof of our proficiency.”

A division of Republica Havas, Republica Havas Health is the award-winning cross-cultural health and wellness marketing and health equity partner of global network giant Havas Health & You. NMSDC-certified and deeply rooted in the communities it serves, Republica Havas Health’s cultural fluency and integrated capabilities uniquely empower its brand partners to authentically connect with diverse audiences, who represent the key drivers of today’s U.S. population growth.

The “Equity in Action: Mapping the Multicultural Patient Journey for Inclusive Strategies” Executive Report is the first of a series of research papers to be published by Republica Havas Health and M3 MI in the coming months. The next issues will focus on the analysis of barriers and drivers experienced by multicultural patients from different age groups and genders, along with relevant CX strategies to address disparities and connect with diverse patients across the patient journey.

Adds Jayne Krahn, Vice President, Product & Research Operations at M3 MI, who oversees the annual MARS Consumer Health Study: “With the country’s changing demographics, it’s critical that healthcare brands and their agencies have reliable national data that is representative of our evolving population, like the MARS Study, so they can identify and understand the unique health needs, motivations, and channel preferences of multicultural populations.”

For more information about the “Equity in Action: Mapping the Multicultural Patient Journey for Inclusive Strategies” Executive Report and our healthcare and pharmaceutical integrated services, read the full report here and contact Cecile Corral at [email protected].

KEY INSIGHTS: The Six Phases of the Multicultural Patient Journey, as present in the “Equity in Action:

Mapping the Multicultural Patient Journey for Inclusive Strategies” Executive Report:

• Disease Awareness: Lower health literacy, language barriers, cultural beliefs, and access to information influence multicultural patients’ understanding of health conditions.
• Disease Education: Multicultural patients self-advocate to understand the disease, often through online research, culturally relevant resources, community, and family support.
• Treatment Awareness: Awareness of available treatment options is developed, with an emphasis on trusted sources and culturally relevant communication, such as online, TV, and point-of-care advertising by pharma brands.
• Treatment Considerations: Multicultural patients evaluate options influenced by cultural beliefs, treatment information, and accessibility to culturally competent care.
• Conversion: Treatment uptake decisions are influenced by affordability, convenience, culturally sensitive guidance, and trust in healthcare providers who respect their cultural background.
• Patient Adherence: Continued engagement with the treatment plan can be challenging for multicultural patients due to access barriers and should be aligned with culturally tailored follow-ups, caregiver, and community support.

KEY FINDINGS from the Executive Report:

• 33% of U.S. adults have basic or below-basic health literacy, and the findings were lower for multicultural groups. Lack of health literacy negatively influences participation in preventive care.
• 47% of multicultural respondents only seek healthcare if they are sick or injured.
• Multicultural respondents were less likely to report that their doctor listens to their concerns about a prescription plan, which raises the need for cultural competence.
• 73% of multicultural respondents consider their friends and families as key sources of healthcare information and influencers of healthcare decisions.
• 56% of multicultural respondents consider that pharmaceutical advertisements increase their knowledge about medicines.
• Multicultural patients are more likely to trust pharmaceutical companies that advertise and to schedule an appointment with a healthcare provider after seeing a healthcare advertisement.
• Advertising, digital channels (internet, online videos, social media), point-of-care materials, and friends and family, were identified as the most important healthcare education sources for multicultural groups.
• Telemedicine was popular among multicultural respondents due to the convenience and comfort of talking online.
• 68% of multicultural respondents would use a home-based or mobile health monitoring device and 73% would be willing to use a mobile app recommended by their doctor.

ABOUT M3 MI

Marketing intelligence and media insight from M3 MI, previously part of Kantar, support leading pharma brands’ and other healthcare advertisers’ marketing strategy and media plans. Clients trust M3 MI’s independent, unbiased syndicated research for deeper understanding of patients and healthcare professionals, and how to connect and communicate with them most effectively. Part of M3, a global research and data company focused 100% on health, M3 MI reports each year on 40,000 patients and caregivers and over 19,000 healthcare professionals. For more information, go to m3-mi.com.

ABOUT REPUBLICA HAVAS HEALTH

Republica Havas Health is the cross-cultural healthcare marketing and health equity division of Republica Havas, a global communications agency providing culture-forward marketing solutions to Fortune 500 and blue-chip brands through its Creative, Media, Health & Wellness, and Experiences divisions. The Miami and New York-based agency has won numerous international awards and honors, including Cannes Lions, Effies, Clios, Silver Anvils, LIAs, and Ojos. Founded in 2006, NMSDC minority-certified Republica Havas is the lead multicultural partner of Havas, one of the world’s largest communications groups with over 700 agencies in 100 countries. Visit republicahavas.com and follow @republicahavas on social media.