Pharma Media and the Imperative of Health Equity

The pharmaceutical industry sits at the intersection of science, business, and public health. Yet, for all its advances, disparities in healthcare access remain an undeniable reality – particularly for Black and Hispanic communities. The Media Vitals 2025 Focus on Health Equity from CMI Media Group offers important data on health equity, healthcare access, and the role of media in bridging these persistent gaps.

Demographics Matter—And Patients Know It

A key insight from the report is that demographics play a critical role in patient choice. Nearly 45% of surveyed patients expressed a willingness to travel between 30 and 90 minutes to see a healthcare provider (HCP) who shares their demographic background – whether by race, ethnicity, age, or gender. This preference is even stronger among Black (55%) and Hispanic (45%) patients, demonstrating the growing demand for culturally competent care.

Language and cultural barriers remain significant hurdles, with 15% of Hispanic patients reporting these challenges compared to 8% of the general population. For pharma brands looking to build trust and engagement, addressing these challenges through targeted, inclusive messaging is both a business opportunity and an ethical imperative.

Barriers to Healthcare Extend Beyond Distance

Access to healthcare is not just about geography. The report highlights that financial hardship is a leading cause of missed or delayed medical appointments, with 22% of rural patients citing cost-related barriers. Among Black patients, financial hardship is the most common reason for delaying an appointment, regardless of location.

For Hispanic patients, the issue is even more complex – particularly for those in rural areas, where 74% report experiencing healthcare accessibility challenges. In urban settings, transportation difficulties disproportionately impact Black and Hispanic patients, underscoring persistent socioeconomic barriers rooted in historical factors.

For pharmaceutical marketers, this means rethinking how and where they engage with these audiences. Traditional healthcare touchpoints may not be sufficient; digital and media channels must play a greater role in ensuring information reaches those most in need.

Trust in Pharma Advertising is an Untapped Advantage

Unlike the broader population, Black and Hispanic consumers demonstrate greater trust in pharmaceutical advertising—especially when delivered through company websites, search engines, and healthcare information platforms. According to the report:

• 77% of Black patients and 78% of Hispanic patients trust health information sites, compared to 67% of the general population.
• Pharmaceutical company websites are trusted by 75% of Black and 78% of Hispanic patients, well above the average of 57%.
• Search engines rank highly as a trusted source, with 75% of Black and 79% of Hispanic patients relying on them for health information.

Even more noticeable, these audiences are significantly more likely to take action after viewing healthcare ads:

• 33% of Black patients and 32% of Hispanic patients have asked a doctor for a prescription after seeing an ad, compared to 12% of the general population.
• 21% of Black patients and 19% of Hispanic patients have scheduled an appointment after seeing healthcare advertising—nearly double the rate of other groups.
• Hispanic patients are 25% more likely to discuss a healthcare ad with family or friends, reinforcing the importance of community-driven health awareness.

This presents a unique opportunity for pharma marketers: instead of generic, mass-market messaging, a targeted and culturally resonant approach can drive both awareness and action among these engaged populations.

Healthcare Professionals Recognize the Trend

Pharmaceutical companies aren’t the only ones noticing these shifts – healthcare providers are seeing them first-hand. Nearly 30% of HCPs report that their patient population includes historically underserved communities, and 20% acknowledge that patients actively seek them out due to shared demographic characteristics.

For pharma, this reinforces the importance of equipping HCPs with culturally relevant materials, patient education tools, and digital resources that extend beyond the exam room. When HCPs feel supported in delivering care that resonates with their patients’ backgrounds and experiences, outcomes improve – and so does brand perception.

A Call to Action for Pharma Media

The Media Vitals 2025 Focus on Health Equity makes one thing clear: health equity is no longer a niche conversation – it’s a business imperative. As brands look ahead to 2025 and beyond, there are several actionable takeaways:

1. Representation matters – Investing in diverse clinical trials, marketing teams, and creative assets will build credibility and trust.
2. Localized engagement wins – Tailoring media strategies to address the realities of underserved communities (from language barriers to digital access) ensures better reach and impact.
3. HCPs are allies – Pharma companies must provide healthcare professionals with the tools they need to effectively communicate treatment options to diverse patient populations.
4. Advertising is a trust-building tool – Unlike general audiences, Black and Hispanic patients respond positively to pharma advertising. Ignoring this opportunity means missing out on a highly engaged segment.

By addressing these key areas, pharmaceutical companies can move beyond transactional engagement and foster long-term, meaningful relationships with diverse patient populations. The future of healthcare marketing isn’t just about selling a product – it’s about advancing equity and improving lives.

For pharma brands, the path forward is clear: build trust, remove barriers, and leverage media to drive real change.

To read the full Media Vitals Consumer Equity 2025 Report click here.