Folx Health
Championing diversity and inclusivity in healthcare is key for brands who are looking to make a real impact on people’s lives. By tackling healthcare disparities in underserved communities, brands can create inclusive experiences that nurture a sense of trust and belonging for everyone they serve.
One standout brand championing this approach is Folx Health, which was created by the LGBTQIA+ community as the first-ever holistic healthcare platform that aims to remove the barriers for the LGBTQIA+ community.
Folx Health built their brand in partnership with their agency who assembled an all-queer team to create a brand built on uncompromising language, with a bold and playful creative that presents a new vision of healthcare.
Folx Health have successfully embraced inclusivity, focusing on individual needs while breaking down barriers. Which has led to a more equitable, engaging, and compassionate healthcare experience for their customers.
In 2022, they launched the ‘Future X Legacy’ campaign, which celebrated older people within the LGBTQIA+ community, who were the trailblazers that paved the way for the many today. Using brand films, a landing page, and social content, they narrated stories from their diverse audiences that speak to the legacy the brand wants to create ‘to protect queer & trans futures’, which is driven by their mission ‘to transform the way LGBTQ+ people experience and access healthcare…’.
Zócalo Health
Another example is Zocalo Health, founded by Amazon Care alumni Erik Cardenas and Mariza Hardin, as a healthcare company ‘by Latinos for Latinos’, who are also leading the trend by creating healthcare services that remove the barriers for underserved populations in the US.
In his recent article ‘Top 10 Healthcare Industry Predictions For 2023’, Forbes Contributor, Sachin H. Jain said,
‘The idea that “all patients” should receive the same clinical model is being fundamentally questioned—and this is a very positive development’.
At MadeBrave, we believe that when brands actively work towards inclusivity, they contribute to a more compassionate world. So, we’re working hard to build diversity into every aspect of our work – in particular, consumer research and testing.
As part of the recent and ongoing rebrand of a prominent business, we made it a priority to recruit diverse consumer panels that included individuals from underrepresented communities. By intentionally seeking insights from people of different ethnicities, sexualities, religions, abilities, and social classes, we were able to lay the foundation for a truly inclusive brand.
Taking a more inclusive and equitable approach to research provides brands with the kind of rich cultural insight that will allow them to create more inclusive brand experiences.
In a world where healthcare disparities persist, brands that prioritise diversity have a real opportunity to be leaders in this space, making a meaningful difference to people’s lives.