The world and country are getting more diverse by the day, but unfortunately, Healthcare marketing hasn’t changed much—if at all. With the country getting older (1 out 5 Americans being senior citizens), and many of them being diverse consumers, is the healthcare industry prepared to engage all consumers authentically? In this panel, we will examine the following: what it will take to drive meaningful engagement with audiences that are historically distrustful of healthcare companies, what is the evolving role of media, agencies, content, influencers, and data, and how can they be effectively used to create more culturally relevant communications for audiences that deserve optimal care.

In this panel discussion, we will examine the double standard that exists within the advertising services industry. Despite the browning of America and diverse consumers’ influence on pop culture, we still have yet to see diverse-owned agencies get invited to general market pitches. In this panel discussion, we will talk to one of the only Black-owned agencies to become a creative AOR for a fortune 500 brand. We will unpack why diverse-owned agencies are seen as specialist, reduced to smaller projects and budgets, while so called general market agencies get all the opportunities to reach everyone.