Evolving Communications Tactics to Improve Health Equity and Reach Communities Of Color

COVID-19 exposed long-standing systemic issues and inequities in many aspects of society, including that communities of color continue to experience significant health disparities. At the same time, the pandemic changed how we communicate with each other and who we identify as the experts that we trust. Patient-focused organizations have been committed to helping improve health equity and support communities who are disproportionately impacted by chronic conditions and negative health outcomes, yet need to ensure they are applying fresh thinking to marketing and communications strategies in this new environment.

JPA Health and The LUNGevity Foundation will present a case study on how they used audience social listening, qualitative/quantitative research, and internal decision-making processes to revise their communications approach to actively reach communities of color in an engaging and authentic way despite systematic inequities.

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