Health and Wellness Across Sexual Identities
LGBTQ+ Americans have unique perspectives, needs, and experiences related to healthcare that brands must understand. Keep reading for key insights, a downloadable deck, and webinar replay that will help your brand or organization better understand and connect with these segments.

Read on and fill out the form for an excerpt from our Health and Wellness Across Sexual Identities presentation.

Rapid changes in societal norms over the past several years are continuing to pave the way for a more inclusive and welcoming America. The greater acceptance many young people now experience affords an opportunity to openly identify as LGBTQ+ with less risk for social stigma and discrimination. As a result, we continue to see growth in the number of Americans who identify as LGBTQ+. To win in this constantly evolving space, brands and organizations must understand LGBTQ+ Americans’ unique health-related needs and how these impact their engagement with health insurers and providers.

Collage Group’s 2021/2022 Health & Wellness Study leverages data captured from more than 3,500 Americans to help brands understand how health-related attitudes and behaviors differ by sexual identity. Our research reveals how an emerging consumer mindset impacts Americans engagement with both the health insurance and health care provider space. We explore barriers to insurance coverage, drivers and barriers to trust and satisfaction, provider preferences, receptivity to provider advice, and more.

To read and watch the full study, download the attached presentations and watch the webinar replay below. In the meantime, take a look at a few key insights and implications:

#1. The LGBTQ+ population is less likely to have health insurance than others. Affordability issues and distrust in health care have led to lower insurance rates among LGBTQ+ Americans. Position yourself as a partner in their health journey and prove yourself trustworthy by offering targeted services to address their unique needs.

27% of Surveyed LGBTQ+ Americans Say They are Uninsured

Best Practice: Blue Cross Blue Shield of Rhode Island is addressing LGBTQ+ Americans’ barriers to coverage with an easy to find resource page on their website to connect patients with providers that are inclusive and LGBTQ+ friendly.

BCBSRI Has Its Own LGBTQ+ Safe Zones Where Providers and Facilities Can Be Certified as LGBTQ+ Friendly

#2: LGBTQ+ Americans are less satisfied with their current medical care in part because of past negative experiences. More poor interactions with health care providers leads to avoiding care in the future and, ultimately, poorer health outcomes (see the full presentation for supporting data and details on the LGBTQ+ experience with health care).

They Are More Likely to Have Negative Experiences with Doctors and Staff

LGBTQ+ Patient Have Especially Felt Judged and Pressured to Make Decisions

Which of the following, if any, have you experiences while receiving medical care? The doctor or staff…

Total Pop. LGBTQ+ Non-LGBTQ+
Rushed through my visit
Did not listen to me
Did not explain things clearly
Talked to me like I wasn't smart enough to understand
Judged my lifestyle

18% ▲

Pressured me to make a decision before I was ready

15% ▲

I have not experienced any of the above

39% ▼


#3: LGBTQ+ Americans want affirming care that is sensitive to their unique needs, but they don’t need to see LGBTQ+ providers to get that level of care. Make sure your providers and staff are trained in culturally competent care for the LGBTQ+ community.

Wanting Understanding Providers Does Not Require LGBTQ+ Providers

Please indicate which statement best reflect your views about the doctors you interact with, even if neither is exactly correct.

Best Practice: In addition to providing various resources – like an LGBTQ+ friendly provider list – OutCare offers online training to help health care providers develop cultural competency for the segment. Trainings like these are a great way to increase the quality of care provided to LGBTQ+ individuals.

Outcare Provides Online Trainings to Help Health Care Providers Become Culturally Competent When Treating the LGBTQ+ Community

OutCare – a non-profit that provides numerous resources related to LGBTQ+ health care – has an online course for providers to develop cultural competency.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our cultural intelligence platform.

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