In an age when information overload and medical misinformation are rampant, ensuring equitable access to accurate, timely health information has never been more urgent. The disparities in healthcare, driven by cultural, socioeconomic, and geographic divides, are well-documented. But as the latest research reveals, healthcare advertising is uniquely positioned to help close these gaps and improve health outcomes for all communities.
The Case for Equitable Access to Health Information
According to a study from MAGNA Media Trials and DeepIntent, 55% of patients have discovered a health condition they didn’t previously know about thanks to pharma ads. The impact is even more pronounced among those with limited access to healthcare: 67% of patients without easy healthcare access said pharma ads helped them discover a new condition, while 75% said the ads helped them better manage an existing one.
For many, pharma ads are a critical source of education and empowerment. In fact, nearly one-third of patients rely on these ads as a top source of awareness for health conditions or treatments. This is especially true among multicultural populations, with 83% of Native Hawaiian, 80% of Black or African American, and 71% of Hispanic/Latine patients saying ads helped them manage existing conditions.
Enter Health Intelligence: Powering Equitable Reach that Resonates
The power of advertising to educate and inform isn’t new, but the ability to do so equitably and at scale is. That’s where Health Intelligence™ comes in. Health Intelligence is a healthcare-specific approach that integrates real-time, privacy-compliant health data with AI and media insights. This allows advertisers to deliver highly relevant, timely messages to the right audience, across devices, platforms, and demographics.
At its core, Health Intelligence addresses one of healthcare’s biggest shortcomings: the struggle to access relevant information. A staggering 30% of prescriptions for chronic conditions are never filled, and 50% of those that are filled aren’t taken as prescribed. Health Intelligence counters this by ensuring that health messaging isn’t just seen—it’s personalized, meaningful, and actionable.
Real-Time Relevance: Closing the Gap Where It Matters Most
A Health Intelligent platform is made up of three pillars: real-time data, real-time optimization, and real-time insights. These capabilities enable advertisers to tailor messages to patients when they are most receptive. That could mean seeing a connected TV ad about a chronic condition or a relevant reminder while browsing a trusted health publisher’s website for symptom information.
For communities historically underserved by the healthcare system, this level of precision is everything. It ensures that diverse audiences receive pharma messaging that speaks directly to their experiences and health needs—something 63% of audiences say they actively want.
Yet, precision is only half the equation. To truly drive engagement and build trust, pharma advertisers must pair Health Intelligent ad buying with creative that reflects the people they’re trying to reach. Representation matters. While 67% of patients want to see themselves reflected in healthcare advertising, only 8% of multicultural audiences feel they actually do.
The Result: Empowered Patients and Healthier Communities
Health equity isn’t just about ensuring access to care. It’s also about making sure people understand their options and feel empowered to act. Doctors resoundingly believe that pharma ads help patients do just that: 92% of physicians agree that pharma ads help patients become more proactive in managing their health and encourage meaningful discussion. And with Health Intelligence driving smarter ad targeting and faster campaign optimization, patients across all demographics stand to benefit.
Health equity depends on more than access to doctors. It requires access to the right information at the right time. By uniting data, technology, and empathy, Health Intelligence empowers advertisers to drive meaningful change. Across neighborhoods, income levels, and cultural communities, it’s helping deliver knowledge that leads to healthier lives.
Curious about what Health Intelligent solutions can do? Learn more here.