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Black and Hispanic consumers have a greater trust in advertising — especially from pharma and health brands — than other ethnic groups, according to research by CMI Media and Compas. 

The 2024 MM+M Agency 100 honoree recently released its Media Vitals Consumer Equity report, which analyzed health equity and consumer behavior.

One of the top findings is that pharmaceutical company websites, health information sites, search engines and educational materials from doctors and pharmacies are considered the most valuable sources for content and advertising.

Notably, Black and Hispanic consumers trust health service and pharmaceutical sites more than other populations, suggesting a more targeted advertising approach by brands could resonate with these specific communities. 

The report also indicated that Black and Hispanic consumers are more willing to take action based on the content and advertising they see, which presents an opportunity to better engage with these audiences.

The finding is somewhat surprising given the historical lack of trust and confidence in healthcare institutions among marginalized patient populations.

However, CMI attributed this increased trust to the rise of more customized and targeted digital content being delivered.

Leveraging these trusted channels could be a way for medical marketers to extend the reach of their clients’ messages, according to Ian Essling, director of audience intelligence at CMI.

“Black and Hispanic audiences definitely demonstrate a greater trust in health services and pharmaceutical drug company sites,” he said. “We can say that’s a place where you can reach those audiences if they’re demonstrating a higher trust than the rest of the population. That could be a good place to target them because that’s where they’re going and looking for information.”

He urged pharma brands to avoid generic content and optimize the advertising on their websites to ensure the messaging is customized to resonate with these audiences.

At the core of the report is an examination of health equity, a topic which involves a number of factors like race, gender, location and socioeconomic status. 

For example, the report found that caregivers often face more language and cultural barriers than the patients themselves, so supporting their day-to-day experience is crucial for health brands.

Sumita Ell, CMI’s associate director of audience intelligence, said it’s important to have a holistic understanding of the diverse needs and barriers faced by different patient populations.

“There’s always time to improve,” she said. “[This report] is an opportunity for clients to tap in and better understand what their patient needs are. It’s never too late to actually provide support for these patients.”

Additionally, the report underscored that accessibility issues like a lack of transportation and financial hardships significantly impact access to care for patients in both rural and urban areas across the country.

This highlights the need for healthcare organizations to develop innovative solutions to provide care beyond brick-and-mortar locations.

In addition to the aforementioned advertising strategies, there are a few ways to leverage the higher trust in healthcare brands among historically marginalized populations:

Partnering with community touchpoints like pharmacists can be an effective way to reach and support underserved patient populations, according to Khari Motayne, VP of engagement strategy at CMI. 

He said brands can work with pharmacists — who are often viewed as trusted advisors in the Hispanic community — to provide them with educational materials and resources to share with patients.

“What we’ve been doing for a lot of our clients when they want to reach more deeply to the Hispanic community are placements either close to pharmacies or reaching the pharmacist themselves with individual campaigns,” he said. “That way, they’re armed with the right materials to begin that care journey.”

Collaborating with medical centers and hospitals to bring care to nearby pharmacy locations to improve access and build relationships in the community is also another consideration he highlighted.

Ultimately, he noted, the key is meeting underserved patients where they are, building trust through customized and representative content as well as utilizing those trusted touchpoints to improve engagement and outcomes.

To read a May 2025 article on CMI bringing hyper-targeted DTC advertising to women’s health, click here.