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Enabling Healthcare Organizations to Address Health Inequity: Promoting DE&I in Healthcare


While organizations are making progress, health inequity is still pervasive across race, gender, age, and income in healthcare. We’re engaging in more and more conversations with healthcare organizations about ways to help you authentically and diligently address diversity, equity, and inclusion (DE&I) across the healthcare experience.

A Strategic Approach to Influence Change for DE&I

Hospitals play key roles in delivering care, offering access to care, employing people, and acting as social safety nets in their communities. DE&I is imperative on a human level to promote broader perspectives, better reflect the people healthcare organizations serve, and help foster a more inclusive work environment. But, in addition, health equity supports business goals such as improved clinical outcomes, improved consumer engagement, and better financial performance.

Change management becomes a vital consideration for organizations that wish to fully embrace DE&I in their overall missions and operations. That includes steps to establish DE&I KPIs, which are critical to actually making change happen.

We help our clients think through the strategic approach of DE&I through the following:

  • Developing dedicated teams
  • Developing a task force/committee
  • Allocating budget focused on health equity
  • Continuously measuring to ensure our clients are on track to achieve their mission

Development in Action

Including diverse populations in persona development, journey mapping, and user testing is key to understanding an organization’s specific friction points, barriers, and expectations. In our work building consumer journey maps for one of the largest hospital systems in the U.S., we ensured that approximately half of the respondents can bring diverse ethnic, age, socio-economic, and sexual orientation perspectives.

Similarly, with another client, we conducted extensive research with aging populations to ensure we understood messaging and commerce experience needs to drive the adoption of a direct-to-consumer medical device. Not only did we gain significant insights through this process, but we also disproved some common misconceptions.

We also helped a leading healthcare system think through an inclusive Find-a-Doctor strategy and ensured that they addressed LGBTQ+ populations on individual physician profiles.

Content strategy and messaging are key to addressing DE&I. Ensuring that everyone feels a sense of belonging builds trust, brand loyalty, and adherence to clinical protocols.

SEE MORE: Diversity, Equity & Inclusion (DE&I) in Healthcare

Healthcare Leaders Turn to Us

Healthcare and life sciences organizations serve on the front lines of addressing health equity. Perficient is dedicated to enabling these organizations to promote diversity, equity, and inclusion within their companies. Our healthcare practice includes experts who understand the unique challenges facing the industry. The 10 largest health systems and 10 largest health insurers in the U.S. have counted on us to support their end-to-end digital success. Modern Healthcare has also recognized us as the fifth-largest healthcare IT consulting firm.

We bring pragmatic, strategically grounded know-how to our clients’ initiatives. And our work gets attention — not only by industry groups that recognize and award our work but also by top technology partners that know our teams will reliably deliver complex, game-changing implementations. Most importantly, our clients demonstrate their trust in us by partnering with us again and again. We are incredibly proud of our 90% repeat business rate because it represents the trust and collaborative culture that we work so hard to build every day within our teams and with every client.

Contact us to learn how we can help you plan and implement a successful DE&I initiative for your organization.

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Tara Becker

Tara leads our teams of healthcare strategists and consumer experience experts. She has over 20 years of strategic marketing experience and spent 15 years of her career leading service line growth and digital marketing at Massachusetts General Hospital in Boston. Her expertise extends to marketing strategy, creative positioning, digital marketing, business development, and process improvement. She loves to diagnose complex business challenges that range from market positioning to customer acquisition and digital transformation, and she develops innovative solutions to help clients achieve measurable results. Her passion is in bridging the gap between consumer needs, healthcare marketing, and hospital operations to provide long-lasting and meaningful patient experiences. Tara holds a BFA from Tufts University and an MBA from the University of Massachusetts.

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