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At a time where companies are rolling back diversity, equity and inclusion (DEI) initiatives, Havas Media Network is going against the grain with the launch of a health equity offering. 

In partnership with DeepIntent, the agency unveiled its health equity marketplace earlier this week. 

The health equity initiative marks an extension of Havas’ Meaningful Marketplaces, aiming to connect pharma and health companies with data and tools to better reach underserved populations across North America. 

Holly Dunn, managing partner of performance at Havas Media Network North America, underscored that the marketplace connects clients to curated advertisers that are embedded within specific communities. 

The system itself, she said, is built around the principle of effective advertising and brand safety, prioritizing products that resonate with hard-to-reach audiences. 

Dunn also noted that the concept came as a response to market needs, since health and pharma clients have often expressed over the years that underrepresented communities are difficult to engage with. 

“You might have a targeted data set, or an inventory supply source like a publication or a newsletter,  but there’s really nothing that brings the two together and allows brands to easily message to these patients,” she said. “Whether they are underrepresented in terms of their minority group or their location in a health desert, or in their ability to access care.”

Dunn said that through the marketplace, Havas Media Network will invest in trusted, community-based minority owned outlets that target outreach to underrepresented populations. 

Clients can also access data sets and layer them on top of each other to understand patients communities better. 

For instance, brands can look to see if patient populations in a certain area across the country live in an area with low Medicaid enrollment rates and use that information to adjust their offerings when reaching out to those communities. 

Dunn suggested the data sets can also be leveraged to understand specific rare disease patient populations or women’s health needs in specific geographical areas. 

“We’re taking a lot of different data layers to help find propensity audiences,” she said. This includes insurance coverage or access to care, followed by layering in factors like cultural language competencies based on language media they’re consuming. 

Dunn also mentioned that the agency chose to work with DeepIntent because of its data expertise and its launch of an industry resource hub for healthcare marketers called The DeepDive last summer. 

Going forward, the organizations will be working together to leverage existing tools to measure the impact of the marketplace offerings. 

To build the platform, Dunn said that the Havas team took learnings from previous health-focused campaigns and leveraged data that it was already accessing programmatically to inform the structure and content. 

The team also established a number of partnerships with minority-owned media companies for the health equity marketplace. 

Dunn expressed her excitement about health and pharma partners being able to access information about patient populations in a more dynamic way moving forward. 

“There are all different kinds of pharmaceutical programs that are out there and I think they just haven’t been able to make their way to the right person at the right moment,” she said. “Being able to talk to a person at a particular moment and help them identify opportunities that are out there for them for support is key. This helps create that connection.”