Diversity, equity and inclusion is a not-so-hot “hot” topic right now. After the initial rush to increase diversity in employee hires and establish DEI leadership roles, many in corporate America are cooling on the idea. The reasons are plentiful – roles not set up for success, underfunding, lack of training and resources, and weak organizational support.
The landscape has also become more complex. Initially sparked by the murder of George Floyd, DEI efforts focused on increasing Black representation in the workforce. But then came the rise in Asian hate crimes and backlash against the LGBTQI+ community. Suddenly, white cisgender leadership found themselves navigating uncomfortable waters on multiple fronts. Economic pressures like downsizing and reorganizations further derailed DEI progress.
The data reflects this waning prioritization of DEI. Job postings for DEI roles peaked in 2021 at nearly 500 per million on Indeed but dropped to just 272 by January 2024. Predictions estimate the percentage of companies investing in a DEI function could fall from 27% in 2023 to 20% by year-end 2024. Even the Supreme Court ruled against considering race in college admissions, prompting some states to threaten legal action against companies tied to DEI initiatives.
However, despite this corporate backsliding and societal pushback, building a truly diverse and inclusive workforce remains crucial for marketing agencies, especially those in healthcare. The more homogenous an agency’s staff, the greater the risk of their work missing the mark with an increasingly diverse audience. To create authentic campaigns that resonate, agencies need a multitude of perspectives and voices reflected in their creative process.
Reflecting the Diverse Target Audience
The U.S. population is rapidly becoming more diverse, with multicultural Americans projected to be the majority by 2050. For healthcare marketers, this shift underscores the importance of health equity. Failing to have an agency workforce that reflects this diversity means campaigns will likely miss the mark in connecting with increasingly plural audiences and addressing health disparities.
A 2020 study found that only 22% of Black, Indigenous, and People of Color (BIPOC) feel that health and wellness sites understand their needs well. By building a workforce of diverse backgrounds and lived experiences, healthcare agencies can reduce cultural biases, incorporate nuanced insights, and tailor marketing to truly connect with underrepresented communities, thereby advancing health equity. Simple yet powerful adjustments like using inclusive language and visuals representing different ethnicities, abilities and identities can make people feel genuinely seen and respected.
Ultimately, increasing diversity allows healthcare marketers to build trust with a wide range of audiences by demonstrating an authentic understanding of their unique perspectives, emotions and aspirations. An agency staff that reflects the communities they serve is far better positioned to craft inclusive campaigns that guide all people to get the care they need.
Driving Innovation and Creativity
Diverse teams bring a multitude of unique perspectives that lead to better, more innovative ideas and solutions. This is especially crucial for marketers in fields like healthcare tasked with creating campaigns that resonate with an increasingly diverse patient population.
A recent case study demonstrates the power of diversity in action. When a large healthcare organization partnered with the American Diabetes Association to reach Spanish-speaking diabetic and pre-kidney disease patients, they faced the challenge of effectively engaging this underserved community. In collaboration with our Cultural Advisory Board, Addwomxn conducted a thorough assessment and developed a campaign centered around three pillars: “conexión” (connection), “cocina” (cuisine), and “comunidad” (community). These culturally-relevant touchpoints were designed to enhance engagement and resonate with the unique preferences of the target audience.
The innovative, community-centric approach yielded valuable insights and actionable recommendations, leading to increased satisfaction from the large healthcare organization and positioning them to pursue additional funding for health equity initiatives. Through this collaboration, the organization is now better equipped to promote health equity and engage Spanish-speaking populations effectively.
Examples like this demonstrate how diversity fosters creativity by allowing agencies to move beyond traditional assumptions and incorporate new influences that reflect the true diversity of their target audiences. When healthcare marketers embrace a range of backgrounds, identities, and life experiences, it unlocks innovative thinking that can drive breakthrough campaigns.
Driving Change Through Inclusive Marketing
The moral and business imperative for diversity in marketing is clear, especially in healthcare where health equity is a critical concern. As the U.S. population rapidly becomes more diverse, agencies can no longer afford homogenous workforces that fail to reflect their target audiences and address their unique health needs.
Embracing diversity is a strategic necessity, unlocking innovation that builds trust and loyalty with underserved communities. The case studies highlighted demonstrate the power of inclusive, community-centric approaches that promote health equity.
However, overcoming barriers to true diversity and achieving health equity will require systemic change – from representation and fair processes, to accountable leadership and a culture of belonging. Agencies must be willing to challenge their own biases and hold themselves accountable.
The time to act is now. Marketers in healthcare have a responsibility to ensure their work uplifts the full diversity of the communities they serve and promotes health equity. In doing so, they position their organizations for long-term success in an increasingly diverse world.
