The healthcare landscape in the United States is experiencing a significant transformation. By 2045, Black, Hispanic, and Asian consumers, who have historically been underserved by the healthcare system, will collectively make up the majority of the country’s population.
With these demographic shifts taking place rapidly, there are new opportunities and responsibilities for healthcare marketers and brands. The 2025 eMarketer report, titled “Black, Hispanic, and Asian Consumers’ Healthcare Attitudes and Behaviors,” provides a detailed insight into the unique experiences, preferences, and digital behaviors of these groups, offering valuable insights for effectively engaging and serving these communities.
One of the key findings of the report is the deep-seated distrust that Black, Hispanic, and Asian consumers have towards traditional healthcare institutions. A 2023 Sanofi study revealed that nearly three-quarters of respondents from these groups have had negative experiences that have eroded their trust in healthcare.
This distrust is not solely a historical issue; current disparities perpetuate it. Black, Hispanic, and Asian patients are more likely to report mistreatment based on their race or ethnicity, as highlighted in an August 2023 KFF survey. The COVID-19 pandemic further exposed these disparities, with Black and Hispanic Americans experiencing disproportionately high rates of illness, hospitalization, and death compared to their population size. Lower trust directly correlates with reduced healthcare engagement, treatment adherence, and ultimately, poorer health outcomes.
Healthcare inequities manifest in limited access to care and higher rates of chronic diseases. Less than half of Black and Hispanic consumers visited a primary care physician in the past year, at 43.2% and 49.7% respectively, compared to 65.2% of all consumers. Preventive screenings also lag behind, exacerbating conditions such as cardiovascular disease, cancer, diabetes, and asthma.
These disparities come at a cost. A 2024 Deloitte report estimates that closing equity gaps could save the US healthcare system $2.8 trillion by 2040. The benefits for businesses are equally compelling, with a projected $763 billion boost in corporate profits from a healthier, more productive workforce.
Despite these challenges, Black, Hispanic, and Asian consumers exhibit a positive and proactive attitude towards their health. The report shows that 44% of these consumers are focused on healthier eating and drinking habits, and their COVID-19 vaccination rates surpass the national average: 48% for Black consumers, 52% for Hispanic consumers, and 53% for Asian consumers.
Community support and cultural wellness traditions play significant roles. These populations express high satisfaction levels with their spiritual, mental, emotional, social, and physical health. Holistic approaches to wellness, traditional remedies, and family involvement are prevalent. For instance, Asian consumers are more likely to engage in exercise and self-care, while Hispanic households commonly use home remedies.
A notable characteristic of Black, Hispanic, and Asian healthcare consumers is their digital-first approach. These groups are avid users of digital channels, especially social media, for accessing health information, interacting with influencers, and making health-related purchases.
- Digital Health Content: Nearly half of Black (44.3%) and Hispanic (48.3%) consumers, along with 37.1% of Asian consumers, turn to social media for health information, compared to just 26.4% of the general population. Platforms like YouTube, Facebook, Instagram, and TikTok have a significant influence.
- Health Influencers: Engagement with health influencers is strong, with 86.8% of Black and 85.2% of Hispanic consumers following or engaging with them, well above the 67.9% average.
- Advertising Effectiveness: More than half of Black (53.1%), Hispanic (55.2%), and Asian (48.6%) consumers notice healthcare ads on social media, compared to 45% of the total population. Importantly, these consumers are more likely to take action, such as scheduling a doctor’s appointment or discussing information with family and friends, after seeing a digital healthcare ad.
Black, Hispanic, and Asian consumers are at the forefront of digital health commerce. By 2026, Black consumers are projected to control $2.10 billion, Hispanic consumers $2.76 billion, and Asian consumers $1.90 billion in spending power, with growth rates exceeding the national average. Health-related purchases through digital channels are already common:
- Approximately 1 in 5 of these consumers have purchased skincare, weight-loss, or allergy products online, with Asian consumers showing particular interest in skincare and dermatology.
- Online mental health counseling is more prevalent among Black (21.4%) and Hispanic (22.1%) consumers compared to the average (14.6%).
- Hispanic consumers are primarily engaged with telehealth (37.2%) and mobile health apps (42.8%).
Price sensitivity is also evident. Black and Hispanic consumers are more likely to respond to digital ads that mention payment options, such as debit or credit cards, emphasizing the importance of transparent pricing and flexible payment methods.
Representation in healthcare content and advertising plays a vital role in building trust and loyalty. Brands that showcase diversity in their ads experience higher sales, increased loyalty, and greater customer preference.
In addition to representation, culturally relevant and linguistically appropriate content is crucial, as over 60% of Hispanic consumers pay more attention to ads that are culturally authentic.
Accessibility is another key factor. More than half of Black (55%) and nearly half of Hispanic (45%) consumers are willing to travel 30 to 90 minutes to see a provider who shares their background. Language and cultural barriers remain significant obstacles, with 87% of Black and 83% of Hispanic patients reporting such challenges.
To effectively reach and serve Black, Hispanic, and Asian healthcare consumers, brands and marketers should:
- Highlight Optimism and Proactivity: Incorporate the positive attitudes of these groups towards health and wellness in marketing messages, emphasizing how your brand supports their goals.
- Leverage Social and Digital Platforms: Invest in social media, collaborate with influencers, and create educational content to engage consumers where they are most active.
- Invest in Healthcare Literacy: Address the significant gaps in understanding the US healthcare system among multicultural consumers, particularly in the Hispanic segment, to empower them to make informed healthcare decisions.
- Develop Authentic, Culturally Relevant Content: Go beyond mere translations to create materials and campaigns that resonate culturally and linguistically, especially for younger, bilingual audiences.
- Enhance Access and Support: Provide educational programs, mobile screenings, and multilingual customer service to bridge access gaps and improve the overall healthcare experience.
As the US moves towards a majority-minority future, healthcare brands and marketers must prioritize Black, Hispanic, and Asian consumers. These communities are digitally savvy, proactive about their health, and seek authentic and relevant engagement. By understanding their specific needs, leveraging digital strategies, and focusing on inclusivity and representation, brands can build trust, loyalty, and contribute to better health outcomes while positioning themselves for growth and relevance in a changing America.
