by Atiya Hasan, MD, MBA
www.atiyahasan.com
Digital health, with its massive potential to revolutionize the healthcare industry by providing people with better access to care, must aggressively redirect its focus on marginalized groups. For digital health to truly succeed, it needs to reach all populations, not just those who are already tech-savvy and already have easy access to healthcare.
Vulnerable populations, like low-income communities and people of color, often face significant barriers to healthcare access, such as lack of insurance, limited transportation options, and language barriers. These populations are also more likely to suffer from chronic conditions and experience health disparities, making digital health access even more crucial for their health and well-being.
However, digital health companies have historically struggled to target and engage these populations effectively. This is often due to a lack of cultural competency and understanding of these populations' unique challenges. Digital health solutions primarily designed for English-speaking users may not be accessible or relevant to non-English-speaking populations. This compounds the already abhorrent medical care penetration rates among non-English speaking groups.
If digital health companies want to make their solutions a sticky market, they must work harder to reach and engage underserved communities. This means proactively understanding these groups' needs and challenges and designing culturally and linguistically appropriate solutions.
One easy step that companies can take is to involve members of these communities in the design and development process. This can help ensure that solutions are tailored to these populations' specific needs and preferences so that they are accessible and relevant. It's important to remember that if something works for one population, it won't necessarily work for another.
Companies should also work to create partnerships with community-based organizations and healthcare providers that serve these populations. These partnerships can help increase awareness of digital health solutions and provide a trusted source of information and support.
In addition, companies should consider offering targeted marketing and outreach efforts designed to reach these populations. This may include advertising in non-traditional media outlets, such as cultural media or community newsletters, or offering incentives for referrals from trusted community members.
To really move the needle from making digital health a "nice to have" to a "must-have" healthcare offering, companies must become familiar with the needs of these groups. By taking these steps, digital health companies can help ensure that their solutions reach and engage all populations, not just those already privileged and with existing access to healthcare. In doing so, they can make a real difference in improving health outcomes and reducing health disparities for disadvantaged communities.
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