THE BUILDING BLOCKS SERIES:
Talking About Healthcare Accessibility
Why Are We Talking About This Now?
80% of US adults are concerned about getting access to quality healthcare when they need it.
AREAS OF CONCERN:
Transport
No mode
to get there
Location
is too far
Who is Most Impacted?
While most people struggle with access to healthcare, these underserved communities are the most affected.
Gender Identity
U.S. women of reproductive age are more likely to delay needed care because of costs
What is
Being Done to Improve Access?
Brands are utilizing their platforms and reach to alleviate areas of concern among underserved communities.
01
/05
Retailers Tap Key Partners to Make Transportation Easier
CVS Health and Uber Health provide underserved communities with free rides to medical care, work, or education
How Has NBCU
Gotten Involved?
Telemundo and Cigna partnered on a cross-platform, national-local campaign, activating relevant talent, grassroots events and custom content to reach the Hispanic community
How Can we as
Marketers Help?
NBCU can partner with advertisers to convey
their message across our platforms & portfolio.
Joining forces moves us closer to
alleviating these areas of concern.
Make it
Easier
to Get to Providers
alleviating
patient stress
EACH DRIVES AWARENESS, EDUCATION & ACTION
Thank You
NBCU’s Health is Universal was created to foster an open dialogue around healthcare — from advancements in tech and cultural shifts to evolving consumer mindsets — influencing how we connect with people.
Our new series Building Blocks, covers the ever-changing landscape impacting the health of patients, their networks, and consumers while offering solutions for how brands can use our platform to create meaningful change through culture and content.
01.
Continuing the Mental Health Conversation
02.
Getting to Know Social Determinants of Health
03.
Talking About
Healthcare Accessibility
This Month's Focus
04.
Click here for source
Source:
1. AP News;
2. NBCU Consumer Insights Lab, HiU: Health Is Universal Study Q1 2022
Click here for source
Sources: 1. NBCU Consumer Insights Lab, HiU: Health Is Universal Study Q1 2022;
2. Fierce Healthcare Nov '22;
3. Fierce Healthcare Aug '22;
4. Commonwealth Fund Study April 2022
Click here for source
Sources:
1. CVS, Oct '22;
3. eMarketer Sept '22;
NBCU Has a Longstanding History
of creating dialogues with diverse consumers, bringing health topics to the forefront on a local and national level
Igniting Conversations
Around important issues, from vaccines
to diabetes, by tapping into the NBCU DNA of editorial expertise and thought leadership, like bringing back
01.
Trusted &
Loved Brands
Relevant health-aligned programming
and IP that creates helpful content and escapist entertainment for consumers
02.
Scale & Reach of Diverse Audiences
Against the multi-generational & ethnically diverse audiences like caregivers, where we’ve seen success in the past among health-related campaigns.
03.
FOR MORE, PLEASE CONTACT:
Megan Ryan
VP, Client Strategy
megan.ryan1@nbcuni.com
TMYK on Peacock
Nathaly Pacheco
Director, Primary Research
nathaly.pacheco@nbcuni.com
Key Contributors: Nikita Tolani, Rosie Nisanyan, Benjamin Corey | Designer: Alliana Semjen
Click here for source
Source: NBCU Consumer Insights Lab
Methodology: NBCU/Big Village US Health is Universal quantitative survey, N = 1,206 US Consumers Q12022; NBCU/Big Village US Health is Universal communities, N = 106 US health consumers Q12022; NBC Omnibus Study: N = 2,153 US Consumers Q3 2022
Can't afford it
Availability
Few immediate appointments
Long wait times
Inconvenient hours
No access to internet
Miscommunication
Contact
Difficulty
reaching HCPs
Unaffordable
No/limited insurance
Costs
Unknown
upfront costs
Feeling unheard
Misinformation
Trust
Very little time
spent together
“I wish care was
closer to home so
I don't have to drive
a long distance to
see my doctor.”
- White, Age 58
“I wish I could talk to my Doctor on a more regular basis. 2-3 times per year is not enough for us to really get to know each other.”
- Other, Age 65
“I had trouble getting birth control or getting inhalers. I don't think they should ask a million questions
to run tests.”
- Black, Age 28
“There were hidden costs and I don’t know if that’s because I
don’t fully understand my insurance or because the specific doctor I saw
was unreasonable.”
- Hispanic, Age 32
“I need to know that they are prioritizing my health rather than profit. They are looking out for solutions that would benefit me rather than the large companies.”
- Asian, Age 36
Hover over the boxes for more
Sexual Orientation
Members of the LGBTQIA+ community are
less likely to seek healthcare services due to discrimination, bias, accessibility and affordability
Motivation
Reactors, who don’t prioritize their health
and don’t have health insurance, are more
likely to go without healthcare services
Education
Those with a high school degree or less are more likely to go without healthcare
Race & Ethnicity
Multiculturals are more likely to face
barriers, with inequities evident between
Black and Hispanic vs. White populations
HHI
Those who earn $50K-$100K
are more likely to go without
healthcare services
TRANSPORTATION
EXAMPLE:
New Tech Makes Flexible Care Possible
Luna offers virtual and in-home physical therapy, and has
treated over 25K patients since its founding in 2018
02
AVAILABILITY
EXAMPLE:
Providers Establish Stronger Connections with Patients
98point6 launched a new program providing text-based therapy
to teen dependents of Boeing’s US-based employees
03
COMMUNICATION
EXAMPLE:
Startups Set Out to be More Transparent with Costs
Cost Plus Drugs, Mark Cuban’s new company,
sells generic drugs for a fraction of the typical price
04
COST
EXAMPLE:
Campaigns Align with Credible Orgs to Build Trust
Janssen Pharmaceuticals’ "Depression Looks Like Me" campaign connects LGBTQ+ people to severe depression resources from trusted partners
05
TRUST
EXAMPLE:
Created More
Opportunities for Finding Care
NATIONAL TO LOCAL COMMUNITY IMPACT
EXAMPLE:
Normalize New Ways
to Find Care
expanding opportunities
with professionals
Improve Contact
with HCPs
debunking healthcare system myths
Navigate
Healthcare Costs
fostering credibility
as a trusted source
Build Trust Between Communities & Providers
forming an understanding
with one another
2. NBCU May 2020;
4. TIME Nov '22;
5. PharmaVoice, July 2022
HOW?
Team up with a
transit partner to offer free or discounted rides and promote it
HOW?
Guide to in-app scheduling through actionable content
HOW?
Facilitate
personalized chats
via social or AR/VR experiences
HOW?
Tap IP and news
to offer transparent guidance
on affordability
HOW?
Share real stories that cultivate empathy
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