BlackDoctor.org Unpacks Relationship between Health and Trust
Findings from new study offer valuable insights for physicians and healthcare companies working to improve health of Black communities
The study, which surveyed more than 500 Black individuals within the BDO community, found that more than 80 percent of respondents say honesty and transparency are defining elements of trust in health (83%). A majority also agree that trust requires healthcare providers to see and treat patients as whole people vs. just their symptoms (77%) and believe them when they describe how they are feeling (68%). In a signal to companies that one-time efforts are not effective in building trust, 58 percent of respondents say their trust is dependent on organizations demonstrating a long-term commitment to their community.
The study also explores what pharma and healthcare companies can do to earn trust and improve the health of Black community members. When asked what steps companies should take to earn their trust, 40 percent said hiring more Black employees would help earn their trust, indicating a growing desire for companies to reflect the diversity of the communities they serve. The survey data also highlight a desire for pharma companies to facilitate racial bias and empathy training for healthcare providers and make it easier to access patient navigators.
Clarity and transparency also rose to the top as key elements of establishing trust. More than half (54 percent) see pharma companies playing a role in making health information easier to understand, and 34 percent say using simpler language would go a long way in earning their trust. This desire for jargon-free, plain language is gaining greater prominence among physicians and healthcare organizations according to Ketchum, a global communications consultancy with deep health equity expertise and part of
The Community Voices in Health Equity Summit held at the
Clinical trial diversity was also highlighted in the study. When asked what they need help with to live their healthiest life, many respondents indicated a need for greater access to health information. Half (50%) want more information on new, innovative treatments, and 36 percent are seeking more information on clinical trials.
"Trust remains the number one gap we must overcome to achieve clinical trial diversity and health equity, and we are committed to walking hand-in-hand with pharma to get it right and move quickly," said BlackDoctor.org CEO
In 2024, BlackDoctor.org intends to work closely with pharma companies, community health workers and local influencers to bring awareness to its
About
Data was compiled by BlackDoctor.org. There is a Black population size of 45 million in the
About BlackDoctor.org (BDO)
BlackDoctor.org (BDO) is the leading and most trusted health platform for Black consumers, reaching a total audience of 20 million people, with six million monthly website visitors. BDO leverages culture, content and technology to improve health outcomes for Black consumers.
BDO is positively impacting Health Disparities and Health Equity, which has become an increasing priority with health stakeholders. BDO's mission is to get every Black family as healthy as possible and has been able to build an activated, health-focused consumer base, about which it has deep insights. BDO works with leading Black medical and health experts to provide "how to do it, you can do it" content to an audience who needs it most.
Other BDO assets include a
About
About Ketchum
Established in 1923, Ketchum's century of continuous evolution is a testament to our progress. Our storied journey is fueled by our guiding principles of empathy and intelligence. Progress allows us to create a thriving environment where we embrace innovation and deliver excellence with our people and partners, producing work that matters. Driven by data, we develop culture-first work at the intersection of industry and capability. With 136 Cannes Lions, our global communications consultancy is one of the most creatively awarded firms in our industry. We are Ketchum: Progress at Work. For more information on Ketchum, a part of
About
At
Across the hall or across the globe and everywhere in between, we've built a global network that thrives on connection and is driven by respect. We celebrate diversity and individuality. OHG takes what makes us different and we weave it into the fabric of what makes us a network. For more information, visit https://omnicomhealthgroup.com/.
View original content:https://www.prnewswire.com/news-releases/blackdoctororg-unpacks-relationship-between-health-and-trust-302050067.html
SOURCE