

Health and Wellness Across Sexual Identities
LGBTQ+ Americans have unique perspectives, needs, and experiences related to healthcare that brands must understand.
Health care costs are high and rising. And many health care companies are leaning on digital services to reduce costs while improving customer satisfaction. To fully realize these benefits, companies need to understand the relevant attitudes and preferences of both multicultural and generational consumers.
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The cost of health care is a top concern, not only for patients, but for providers, insurers, and vendors too. As a result, organizations and companies working in the health care space are constantly pressed to produce better outcomes on tightening budgets. Tighter margins and the need for change is giving rise to technological innovations that reduce costs.
We’re already seeing digital service innovations take hold in this space: online and mobile platforms to manage health care and insurance plans, virtual visits, and apps and wearable tech to monitor health. These services offer clear efficiencies that translate into hard dollars for health care companies including
We’re already seeing digital service innovations take hold in this space: online and mobile platforms to manage health care and insurance plans, virtual visits, and apps and wearable tech to monitor health. These services offer clear efficiencies that translate into hard dollars for health care companies including
In late 2019, we spoke with our membership to understand their most pressing questions about complex digital services in the health care space. We heard the same three questions asked time and again, across health care vendors, providers, and insurers:
To answer these questions from both the multicultural and generational lens, we conducted a nationally representative survey this January with 2,442 respondents. We over-sampled consumers of older age groups so that we could analyze data with added precision for the Boomer+ generation. We also over-sampled the Hispanic segment across acculturation levels.
Strategic takeaways from our research include:
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LGBTQ+ Americans have unique perspectives, needs, and experiences related to healthcare that brands must understand.
The Diverse Segments team of a major Financial Services & Banking brand has a dedicated focus on understanding the specific needs and preferences of consumers to help inform culturally relevant and authentic in-market executions.
Multicultural Americans have unique perspectives, needs, and experiences related to healthcare that brands must understand.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).