Special Reports

Special Report: Improving Treatment Access for BIPOC Patients in the New Normal

As the world settles into a post-COVID “new normal,” healthcare consumers are retaking control of their health—but systemic barriers still prevent many patients of color from receiving the care they need.

In October 2022, we conducted a follow-up survey to Healthgrades’ COVID-19 Patient Confidence Survey, which initially ran from March 2020 to March 2022. We asked a random sampling of 991 Americans across multiple geographies, genders, and age ranges about their perceptions of healthcare and how DEI influences their patient experience. Responses show that although the pandemic has encouraged many people of color to take their health more seriously, it has also revealed that not all patients receive high-quality, accessible care when they need it most.

For example, 73% of BIPOC consumers are visiting healthcare professionals more often (28%) or as often (45%) as they were before the pandemic; yet BIPOC patients are still at a higher risk of dying from COVID-19 than White patients. With disparities still present, how can pharma brands ensure they’re helping historically underserved populations acquire the care they need, and how can pharma marketers facilitate life-changing patient-physician connections?

Download our special report to learn how pharma marketers can help address BIPOC patient needs by bringing awareness to sociodemographic disparities through thoughtful and culturally competent campaigns.