How marketing research and fieldwork agencies can make a change in health care
Editor’s note: Shelli Pavone is the president and co-founder of Inlightened.
In the U.K., the British Healthcare Business Intelligence Association’s Diversity, Equity & Inclusion Committee created new guidelines for pharmaceutical clients, market research and fieldwork agencies to conduct inclusive market research and to ensure the final insights accurately reflect the targeted population. This initiative – and others like it – are essential to obtain reliable data and ensure that all voices, particularly those from underrepresented groups, are heard.
Unfortunately, many agencies in the U.S. still do not fully commit to these principles. When research samples lack diversity, the resulting innovations often fail to serve the populations that need them most, perpetuating health care inequities.
Examples to consider
- A pharmaceutical company conducted market research on a new cardiovascular treatment that predominantly involved health care professionals from urban areas with a high socioeconomic status. This led to the development of treatment protocols and educational materials that were not relevant or practical for health care providers serving low-income or rural populations, where cardiovascular disease prevalence is often higher. As a result, the treatment saw poor adoption rates in these underserved areas, limiting its overall impact and effectiveness in improving public health outcomes.
- A mental health services provider aimed to develop new programs targeting minority communities. However, the market research primarily included input from health care professionals who did not have significant experience working with these communities. This lack of representation led to programs that were culturally insensitive and did not address specific barriers faced by minority groups, such as stigma and access to care. Consequently, the programs were poorly received and underutilized by the intended populations.
With the current U.S. administration specifically targeting DEI efforts, we face both short- and long-term inequities in the innovations developed to address some of our biggest medical challenges today. Just because new challenges have emerged does not mean efforts must stop or that we should sacrifice standards. It simply means we must refocus and commit to including diverse pools of participants to get us to a more equitable future.
Six ways to make a change
- Expand recruitment networks.
- Conduct targeted outreach and communication.
- Offer flexible participation options.
- Include appropriate incentives and recognition.
- Incorporate cultural competence in research design.
- Commit to transparency and feedback.
Expand recruitment networks
Organizations should utilize diverse recruitment channels to reach a wider range of health care professionals. This includes partnering with professional associations and organizations that represent minority groups and collaborating with health care expert networks that focus on diversity.
Conduct targeted outreach and communication
Teams can develop targeted recruitment campaigns aimed at engaging diverse health care professionals. This can include culturally relevant messaging and personalized communication that highlight the importance and benefits of their participation in research.
Offer flexible participation options
Health care professionals are busy, which means it can be hard for them to make time to participate in research projects. Therefore, organizations should provide flexible options, such as virtual interviews, online surveys and flexible timing for focus groups or interviews.
Include appropriate incentives and recognition
It's important to offer appropriate incentives for participation. In addition, consider highlighting the impact of their contribution towards the improvement of health care outcomes as a motivating factor.
Incorporate cultural competence in research design
When designing research studies, organizations should develop research materials that are sensitive to cultural differences and ensure that the research questions address issues pertinent to a wide range of health care settings.
Commit to transparency and feedback
Make sure to maintain transparency throughout the research process and provide feedback to participants on how their input is being used. This helps build trust and shows respect for their time and contributions.
Gathering insights that accurately represent audiences
Inclusive marketing research practices ensure that insights represent the diverse characteristics and experiences of the entire population. Without inclusive samples, research cannot produce innovations that benefit everyone, which means the most vulnerable – those who stand to gain the most from new solutions – will be overlooked. Organizations can commit to taking these few steps – in supporting insights, not oversights — to ensure a more equitable future.