By 2045, Black, Hispanic, and Asian consumers—historically underserved in healthcare—will be the US majority. Despite poorer outcomes, they’re proactive, positive about their health, and more likely to use digital and social channels, creating opportunities for healthcare marketers and agencies.

Key Question: How can marketers and agencies gain insights into Black, Hispanic, and Asian consumers’ digital healthcare behaviors and preferences to improve marketing effectiveness?

Key Stat: Black, Hispanic, and Asian consumers more frequently see healthcare advertising on digital media versus the total population but underindex on traditional TV.