How to Dispel Stereotypes in Health Care Marketing

August 30, 2016

In the wake of the Orlando tragedy, it’s more important than ever for health care organizations to keep their messages all-inclusive. Here’s how.

// By Sara Tack //

Sara Tack, Co-Founder and Creative Director at Smith & JonesHospitals and health systems are responsible for taking care of anyone and everyone regardless of race, religion, gender orientation, or age. That’s the nature of health care: It doesn’t discriminate. But health care marketing tends to be more narrow. Our advertising often falls short of representing the various populations that hospitals and health systems serve. We are inclusive to a point, covering our diversity bases by featuring ads with Caucasians, African Americans, Hispanics, and Asians. Sometimes, these images come across as pandering or obvious tokenism to the point where the entire message appears fake or trite. We consciously leave out people who fit a less obvious mold, and by doing so create health care marketing tropes. Are we painting an inaccurate picture of our society? Are we falling behind on cultural trends? I think so.

I also think that it’s time for a change.


The complete article is only available to members.

Please login. Or sign up for a free 7-day trial membership and get instant access.

Start my trial now »

If you are a member, login below to get access: