Strategies for Healthcare Firms to Alleviate Disparities via Media Spending
In a significant move towards fostering equal opportunities in healthcare, the media industry is increasingly adopting marketplace-based models, data-driven technologies, and strategic partnerships to boost investments in equitable properties. This shift is particularly focused on the healthcare sector, aiming to address racial disparities in health outcomes, particularly among Black Americans and Black women.
One of the most notable initiatives is the Health Equity Marketplace launched by Havas Media Network. This platform connects healthcare brands with underserved communities in the United States, using programmatic infrastructure and healthcare-specific data to ensure that advertising investments reach the most relevant and high-need audiences. The marketplace not only improves message targeting but also demonstrates measurable outcomes for health equity, such as improved click-through rates and enhanced cost per acquisition for campaigns.
Havas’ Social Equity Marketplace, launched in 2021, directs advertising investment to minority-owned and LGBTQ+ media properties globally. Building on this framework, the new Health Equity Marketplace focuses specifically on healthcare and tailored messaging for underserved populations.
The Health Equity Marketplace leverages clinical, consumer, and geographic data, along with insights from patient support programs, to deliver more meaningful, targeted care. This approach ensures that underrepresented groups—who often experience worse health outcomes—receive information and resources relevant to their needs.
The platform also utilizes DeepIntent Outcomes™, an omnichannel measurement solution based on clinical data. This allows healthcare brands to track how their marketing investments contribute to health equity and provides transparency into campaign reach and effectiveness.
The broader healthcare industry is also investing in digital health and telehealth solutions, which improve access to care for underserved populations. The rapid growth of mHealth and digital therapeutics is driven by smartphone adoption and the need for more accessible care, particularly in communities with limited healthcare provider access.
As investments in healthcare and media-driven initiatives grow, states are increasing oversight of healthcare transactions, particularly those involving private equity. This scrutiny aims to ensure that investments prioritize patient outcomes over profit and address concerns about consolidation and service quality.
Dentsu Media has also taken a step forward in this direction by launching an economic empowerment practice to create equitable investment benchmarks for clients. Media agencies are committing to varying degrees of equitable buying, and many media agency groups are stepping up their efforts to promote equitable buying. GroupM, for instance, has pledged to invest $75 million to support the media collective Group Black.
The healthcare industry is emphasizing the importance of increasing investments in equitable properties, particularly in light of the fact that Black women have a higher likelihood of dying in childbirth compared to white women, and Black Americans have the highest rate of cardiovascular disease. Addressing these disparities is crucial for improving health outcomes for these communities.
In conclusion, the media industry's focus on equitable buying and the healthcare industry's emphasis on equity in health outcomes are signs of a promising shift towards a more inclusive and equitable future. By leveraging advanced data analytics, creating targeted platforms, and fostering partnerships with healthcare providers, these industries are taking significant strides towards addressing racial disparities in health outcomes and improving access to care for underserved communities.
**Sources:** 1. Havas Media Network, "Health Equity Marketplace," [https://www.havasmedia.com/us/health-equity-marketplace/](https://www.havasmedia.com/us/health-equity-marketplace/) 2. Health Data Management, "Telehealth, digital health investments to reach $257 billion by 2025," [https://www.healthdatamanagement.com/news/telehealth-digital-health-investments-to-reach-257-billion-by-2025](https://www.healthdatamanagement.com/news/telehealth-digital-health-investments-to-reach-257-billion-by-2025) 3. Ad Age, "GroupM to invest $75M in media collective Group Black," [https://adage.com/article/agency-news/groupm-invests-75m-media-collective-group-black/2148264](https://adage.com/article/agency-news/groupm-invests-75m-in-media-collective-group-black/2148264) 4. Modern Healthcare, "State regulators ramp up scrutiny of private equity in healthcare," [https://www.modernhealthcare.com/regulatory-compliance/state-regulators-ramp-scrutiny-private-equity-healthcare](https://www.modernhealthcare.com/regulatory-compliance/state-regulators-ramp-scrutiny-private-equity-healthcare)
- To extend the Health Equity Marketplace's success, Havas Media Network might consider branching out into investments in science and technology startups focused on health-and-wellness and mental-health, ensuring that these advancements reach underserved communities.
- This focus on equitable buying doesn't stop at healthcare; the media industry could also explore strategic partnerships with science and research institutions to promote more accurate and inclusive portrayals of mental-health issues and health-and-wellness solutions in the media, benefiting the mental health of diverse audiences.
